How to Use AR in Marketing w/ Dan Moller

Summary

In this insightful discussion, Phil, the creative director at Supersides, interviews Dan Moller, an expert in augmented reality (AR). Dan shares his extensive knowledge on AR's impact on various industries, its current state, and future potential. He highlights the impressive scale of AR usage on meta platforms, its significant boost in brand lift, and cost-effectiveness. Dan also discusses the creative process behind AR experiences, emphasizing the importance of user-centric design and the potential of AR to revolutionize social interactions and industry-specific applications, such as in retail, entertainment, and medical fields.

Takeaways

• 🌟 Augmented Reality (AR) is gaining massive scale with around 750 million monthly active users on meta platforms utilizing AR features.
• 📈 AR has shown to significantly boost brand lift and lower costs for campaigns, with a 3x boost in brand lift and 59% lower cost for AR-enhanced campaigns.
• 🚀 AR serves as a pathway for innovation and prepares businesses for future technological advancements, offering a rich medium for communication and interaction.
• 🎮 AR experiences can range from mobile AR try-ons to immersive games and digital collections, providing a variety of touchpoints for engagement.
• 🖥️ The metaspark platform enables the creation and distribution of AR experiences, with a software team dedicated to expanding opportunities within the AR ecosystem.
• 🎨 AR allows for creative and interactive experiences, such as facial tracking and gesture recognition, enhancing user engagement and personalization.
• 💡 Successful AR campaigns, like the ones from Ikea and Top Gun, integrate AR deeply into their marketing strategies, resulting in increased awareness, recall, and intent to purchase.
• 🛠️ Getting started with AR is accessible through tools like metaspark Studio, which offers training materials and templates for creating AR experiences, even on a lean budget.
• 🔍 Understanding target demographics and their interests is crucial for creating effective and engaging AR experiences, often informed by dedicated market research.
• 📣 AR has the potential to democratize and promote conversations around cultural artifacts, making them more accessible and interpretable to a wider audience.

Q & A

What is the significance of augmented reality in the current market?

Augmented reality is highly significant in the current market, with about 750 million people using ARFX on meta platforms every month. It is expected to grow massively, offering opportunities for innovation and enhanced user experiences.

How can businesses benefit from incorporating augmented reality into their marketing strategies?

Incorporating augmented reality into marketing strategies can lead to significant benefits such as a three times boost in brand lift and a 59% lower cost for campaigns that add AR compared to basic advertising methods alone.

What are some of the different touch points for AR on meta platforms?

Different touch points for AR on meta platforms include mobile AR try-ons, virtual tryons with glasses, holographic calling, immersive games, digital collections, and visual search.

How does augmented reality help in building literacy for businesses?

Augmented reality helps businesses build literacy by familiarizing them with 3D experiences, spatial AR, and the context of users' faces or spaces. It also helps in understanding interactivity and increasing levels of immersion.

What are the different types of effects that can be built for front camera experiences?

For front camera experiences, effects can be built to augment the face, hands, or body. Other types include recoloring the foreground or background, live green screening, tracking facial expressions for interactivity, and creating personalized immersive experiences.

What are the available placements for paid AR ads?

As of recent, there are six placements for AR ads, including Facebook AR ads, Instagram stories, and Reels for both Facebook and Instagram.

How does the integration of AR into campaigns affect performance results?

Integration of AR into campaigns has shown significant performance results, such as increased brand awareness, recall, lower cost per ad recall, and higher click-through rates.

What are some best practices for creating successful AR experiences?

Best practices for creating successful AR experiences include focusing on providing gifts rather than ads, considering end-to-end journeys, aligning with business objectives, keeping user journeys simple, and ensuring the feasibility of the AR experience.

How can AR be used to democratize cultural artifacts and promote conversations?

AR can be used to digitize and democratize cultural artifacts, allowing more people to experience them. It can also provide interpretation through added context, audio, or video, making it a rich medium for communication and enhancing understanding.

What are some potential applications of AR in the medical field?

Potential applications of AR in the medical field include using AR glasses as a heads-up display for surgeons to view X-rays during operations and improving accessibility for individuals with impaired vision by providing information about objects they are holding.

How can smaller teams or those with limited resources get started with AR?

Smaller teams or those with limited resources can get started with AR by utilizing online training materials and templates available for platforms like metaspark Studio. These resources make it accessible for creative individuals to prototype and validate ideas without requiring a large budget.

Outlines

00:00

🎉 Introduction to Augmented Reality and Expert Insights

The session begins with Phil, the Creative Director at New Horizons, expressing excitement over the engagement from the audience. He introduces Dan Moller, an expert in augmented reality (AR) who collaborates with various entities to innovate through AR on meta platforms. Phil emphasizes the importance of the session and invites audience questions. Dan provides an overview of AR, discussing its value, approach, and the process of creation. He highlights the massive scale of AR usage on meta platforms and the significant boost in brand lift and cost-effectiveness that AR campaigns can offer. The summary underscores the current impact and future potential of AR in enhancing creativity and innovation.

05:01

🚀 Exploring AR Touchpoints and Future Technologies

Dan delves into the different touchpoints of AR across meta platforms, emphasizing the importance of building literacy in spatial AR experiences. He discusses the progression from mobile AR try-ons to more immersive technologies like virtual tryons, holographic calling, and digital collections. The summary points out the role of AR in preparing businesses for the future, enhancing interactivity, and creating personalized experiences that drive earned media. Dan also touches on the types of front and back camera experiences, showcasing the versatility of AR implementations.

10:01

📱 Understanding Paid AR Ads and Campaign Strategies

The discussion shifts to the practical application of AR in paid promotions and advertising. Dan outlines the six AR ad placements available and provides insights into how they function, including Facebook AR ads and Instagram organic effects. The summary highlights the use of AR in driving brand awareness, traffic, and sales, and mentions the case study of Ikea, which successfully leveraged AR to boost brand lift and engagement. The effectiveness of AR in the context of the customer journey and various campaign objectives is emphasized.

15:02

🛠️ AR Creation Process and Best Practices

Dan explains the process of creating AR experiences, starting with the best practices that lead to positive outcomes. He stresses the importance of offering valuable experiences, considering end-to-end journeys, keeping things simple, and ensuring feasibility. The summary details the workflow using metaspark studio and the options for publishing AR experiences. It also mentions the availability of the metaspark partner network for assistance, emphasizing the accessibility of AR creation and the resources available to help entities get started with AR.

20:02

💡 Q&A: AR Accessibility, Insights, and Social Commentary

The session concludes with Phil asking Dan questions from the audience, focusing on the accessibility of AR for teams with limited resources. Dan reassures that AR is approachable, even for those with minimal budgets, thanks to available training materials and templates. The summary also touches on how AR can be informed by insights, as demonstrated in the Top Gun campaign, and its potential to change social commentary by democratizing conversations and enhancing the interpretation of cultural artifacts.

25:03

📈 Predictions for AR in Pharma and Medical Communications

In the final segment, the conversation turns to predictions for AR in specific industries like Pharma and medical communications. Dan envisions AR glasses serving as heads-up displays in surgeries and aiding those with vision impairments. The summary highlights the potential of AR to make the invisible visible and its expanding applications in high-stakes fields like healthcare, where accurate and accessible information can significantly improve outcomes.

Keywords

💡Augmented Reality (AR)

Augmented Reality (AR) is a technology that overlays digital information onto the real world, enhancing the user's perception and interaction with their environment. In the video, AR is discussed as a transformative tool for various industries, providing immersive experiences and new ways of engaging with content. The speaker mentions the use of AR in marketing campaigns, such as the Ikea and Top Gun examples, where AR is used to create interactive and engaging experiences for consumers.

💡Meta Platforms

Meta Platforms refers to the parent company of Facebook and other platforms, which is actively developing and integrating AR technologies into its ecosystem. In the context of the video, the speaker discusses how Meta Platforms is leveraging AR to create new touchpoints for users and businesses, such as AR try-ons for products and immersive experiences that blend the physical and digital worlds.

💡ARfx

ARfx, or Augmented Reality effects, are visual and interactive elements that are superimposed onto the real world using AR technology. The video highlights the widespread use of ARfx on Meta Platforms, with millions of users engaging with these effects monthly. ARfx is used to enhance user experiences, drive brand engagement, and create memorable interactions.

💡Metaspark

Metaspark is a software platform mentioned in the video that is used to create and publish AR experiences across Meta Platforms. It serves as a tool for developers and creators to build and distribute AR content, making it accessible for both large and small businesses to leverage AR in their marketing and user engagement strategies.

💡Brand Lift

Brand Lift refers to the increase in brand awareness, perception, and recall as a result of marketing efforts. In the video, the speaker discusses studies showing that incorporating AR into marketing campaigns can lead to significant brand lift, as AR experiences tend to be more engaging and memorable for consumers.

💡User Engagement

User Engagement refers to the level of interaction and involvement that users have with a product, service, or content. The video emphasizes the importance of AR in increasing user engagement by providing immersive and interactive experiences that go beyond traditional media, leading to higher levels of satisfaction and sharing among users.

💡Mobile AR Try-Ons

Mobile AR Try-Ons is a technology that allows users to virtually try on products, such as clothing or accessories, using their mobile devices. In the video, this technology is presented as a way to enhance the shopping experience by enabling customers to see how items might look on them or in their space before making a purchase, thus increasing the likelihood of a sale and improving customer satisfaction.

💡Immersive Experiences

Immersive experiences are those that surround users with content and stimuli, making them feel like they are part of the experience. The video discusses how AR can create immersive experiences by blending the physical and digital worlds, such as through virtual try-ons, holographic calls, and interactive games, which can lead to deeper engagement and a stronger connection with the brand or content.

💡Paid AR Ads

Paid AR Ads are advertisements that utilize AR technology to create interactive and engaging ad experiences for consumers. In the video, the speaker explains that Meta Platforms offers several placements for AR ads, such as in Facebook stories or Instagram reels, which can lead to significant improvements in brand awareness, recall, and user engagement compared to traditional ad formats.

💡Social Commentary

Social Commentary refers to the examination and critique of social and cultural issues through various forms of media and communication. In the video, the potential of AR to change social commentary is discussed, with the technology being seen as a way to democratize access to cultural artifacts and promote richer, more inclusive conversations by providing additional context and interpretation.

Highlights

Introduction to augmented reality (AR) and its growing scale and impact on various platforms.

The importance of AR in driving user engagement and satisfaction, with 750 million monthly active users on meta platforms utilizing AR.

The significant boost in brand lift and reduced cost for campaigns that incorporate AR, showing its effectiveness in marketing strategies.

The potential of AR to innovate and prepare businesses for the future, as technology continues to advance.

Overview of different AR touch points, such as mobile AR try-ons, and how they can enhance user experiences and brand interactions.

The use of front and back camera experiences in AR, offering diverse ways to engage users through personalized and immersive content.

Case study: Ikea's successful AR campaign leveraging the popularity of home DJs during the pandemic, resulting in increased awareness and sales.

The role of AR in the entertainment industry, as exemplified by the Top Gun campaign, which used AR to engage younger audiences and boost brand recall.

Practical applications of AR in e-commerce, such as virtual try-ons, and the significant performance improvements observed in campaigns utilizing AR.

The AR ad placements available across Facebook and Instagram, and how they can be integrated into marketing campaigns for various objectives.

Best practices for creating effective AR experiences, emphasizing the need for user-centric design and simplicity in interaction.

The workflow for developing AR experiences using metaspark studio and the options for publishing and promoting these experiences.

The availability of resources and partners for assisting in AR development, making it accessible for businesses with limited resources.

Insights on how AR can democratize access to cultural artifacts and promote richer communication and understanding among communities.

Predictions for the future of AR in industries such as pharmaceuticals and medical communications, including the potential for making the invisible visible.

The significance of AR in enhancing accessibility for individuals with visual impairments and its potential in improving everyday tasks.

The excitement and potential of AR as a creative medium, blending the physical and digital worlds to offer unique and engaging experiences.

Transcripts

[Music]

thank you

okay hey everyone that was a awesome

first session and really great to see

all the engagement in the comments and

please keep all of that coming

um but we've got an exciting one now uh

and we're going to get into some

augmented reality so yeah to start off

with I'm Phil I'm the creative director

of New Horizons here at supersides and

have helped launch our in-house 3D and

augmented reality teams and been working

with lots of our lovely customers on

some great experiences recently but I'm

very excited about this session we've

got a true true expert with us and I'm

really excited to hear all of his

knowledge and ask him some questions and

please put some more questions in the

chat and I'll ask him for you

um but yeah welcome Dan Moller hey Phil

it's great to be here thanks so much for

having me oh good well I'm gonna uh just

introduce you Dan

um Dan collaborates with creators

businesses and Educators to help them

innovate through augmented reality on

meta platforms he has an amazing

background in Academia high-end visual

effects and real-time production he also

works closely with the metaspark

software team to accelerate and expand

opportunities across the entirety of the

AR ecosystem so yeah Dan I'm really

excited to have you here I know you've

got some slides prepared um I've got a

bunch of stuff to ask you I'm sure

everyone will have loads of questions as

well so I'll let you get into it and

I'll come back at the end uh to to chat

with you chat with you more yeah thanks

so much Phil can't wait to chat then so

I'll take you all through a bit of an

overview of the AR platform that we have

across matter and various different

touch points and how we can use it to

really supercharge our creative

um so we're going to uh step through

um the value of augmented reality to

starting kind of high level how we can

how we can start thinking about it how

we can approach it uh we'll then start

to look at AR on meta platforms how it

actually lands where the different touch

points are

um and how AR actually gets made uh so

if we're interested in getting some made

where we get started

um so it's going to be a fun Journey

um by all means keep your questions as

you're going um we'll be having a look

in the comments as well and I can't wait

for that conversation with Phil uh so

first of all we're going to start with

what do I actually need to know about AR

uh what are those most Salient points

and one of the first things

um people are always asking me

um is isn't this a bit new isn't this a

bit gimmicky

um and you know is is it uh something

that we should really be thinking about

and uh definitely definitely it's

already at an absolutely massive scale

um so we already have for example about

750 million people on meta platforms

using arfx every single month uh we have

about 78 of those people who are using

it every month um coming back using it

monthly or more we have 70 of those

consumers who are using it saying that

they're either satisfied or very

satisfied with the experiences that

they're having uh where you see 35 of

people across the whole platform

actually using AR and the market is

expected to grow like crazy

um and of course so we've got this huge

scale it's already at this uh level of

kind of massive reach but then of course

people start to ask me okay cool what

kind of impact can we actually expect

then from using it and actually getting

into AR out of course great question and

we've done a lot of studies into this

space so on recent study for example

meta-analyzes of different AI campaigns

um that we've been running uh you know

paid AR brand campaigns uh found that

we're uh you know that we can say with a

90 plus percent degree of confidence

that when you are running a Bou campaign

with that video stills uh whatever it

may be across the platform if you add

paid AR campaign to the mix uh and and

use that within your cells alongside the

BAU

um we have a high degree of confidence

obviously 90 plus percent

um that it's going to outperform those

BAU ads alone so we tend to see around a

three times boost in brand lift for

those campaigns that combine Bou plus AR

versus Arrow time and we see a 59 lower

cost for those campaigns that have added

AR to them rather than just BAU alone uh

so really really exciting uh results

we've already got uh the scale and we're

seeing uh more and more uh really solid

performance results coming out to we'll

see some case studies um in a little bit

as well where we can start looking at

the actual work but for now I wanted to

just situate as well the use of AR it

seems very new as I'm saying it's kind

of already here we can already access it

but it does set us up for a pathway to

increased uh you know Innovation diving

in deeper and deeper as more and more

technology comes online in the future

which is one of the reasons that I'm so

deeply in this space because I'm just so

excited not just about what's happening

now but about what's coming next

um so for each of the different touch

points that we have across meta

Platforms in you know especially AR and

AR and Json

um by getting into these spaces they

really do help you build and prepare for

the future so for example right over on

the right hand side here where we can

see mobile AR try ons so being able to

use the mobile platform right now to

deliver AR experiences at scale this

helps us to build our literacy as

businesses as organizations in spatial

AR experiences so that we can get more

and more familiar with what it means to

be working with 3D what it means to be

working with the context of someone's

face or their space and those contextual

cues and co-authoring stories and

experiences with them rather than

pushing uh verbatim messages out for

them to consume passively as well as

accounting for interactivity and

increasing levels of immersion and as we

do that we get closer and closer to for

example as we see here uh virtual tryons

with glasses as well as things like

holographic calling and immersive games

and digital Collections and visual

search and objects and all these um you

know future far out Technologies that we

can start getting really excited about

while still preparing ourselves now with

the mobile platform that we have

available to us

uh sorry I I love this stuff there's

such a huge journey to go on

um and of course then the question

starts to turn to Okay cool so we've got

a mobile AR it's that scale we're

getting performance results that sets us

up for the future uh but what does this

really just look like right now on the

mobile platform and I'm sure I'm sure

we've seen lots of different uh mobile

uh face filters and stuff like that

that's really what we're talking about

here but there are lots of different

ways that we can Implement these uh so

of course we tend to have a selfie

camera we have a back camera which means

we have front camera experiences and

back camera experiences so typically of

course with a front camera experience if

you're looking back at someone's face

and there are different types of effects

that we can build out for this so um

people effects typically will augment

maybe the face or the hands or the body

um and we see examples here from some

campaigns that were performing really

well as well so we can combine that with

segmentation uh to recolor the

foreground or recolor the background do

live green screening uh we can track

people's faces and expressions so that

they can wear objects on their face or

we can drive interactivity using smiles

and laughs and facial gestures this type

of thing typically does really really

well for gaming for example but we can

get even more creative and More

Adventurous you can see the example here

on the right we can extract the face and

then we can start to mount it on you

know whole new bodies and give people

these really immersive uh personalized

experiences so that they can really feel

like they're actually a part of a brand

experience and it gives them some

content that they can personally feel

really excited about which then also

means they're more likely to share that

content so off the back of paid media we

end up getting earned media as well we

can then of course switch to the back

cam camera as well and once we're on

that back camera there are a range of

different experiences that we can

experiment with and play with

uh mostly when it comes to the back

camera we're talking about different

forms of plane tracking uh so on the

metaspark platform that powers all of

the AR experiences across meta we can

track multiple different planes so it

could be a flat ground plane it could be

a tabletop it can be walls ceilings and

so on and we can track them all at the

same time and then Place items on those

surfaces so we can see here on the left

it's going really really well for

testing out for example multiple pieces

of furniture and looking at different

colorways and seeing how we can mix and

match different pieces of furniture in a

living room we do have real scale

capabilities as well so it might be try

this fridge in your space and see if it

actually fits try this kettle on your

countertop and explore those colorways

and see if it matches your Decor maybe

tap and interact with it open up those

doors explore those features we could

then have text cards popping up with

more information and audio and extra

layers of interactivity but by tracking

a plane

now we can also do stuff like mount a

portal on top of that plane so we can

have a doorway into a whole virtual

world someone can actually walk through

in which case we start to really blend

the worlds of augmented reality and

virtual reality so at this point in time

if we're going to a portal and we're

looking around inside it in our device

and all of that content uh there's

virtual content that's laid in that

space is it virtual reality or augmented

reality I love these questions again

it's why it's such a fun and exciting

space that we can enter to set us up for

the future and portals become really

rich uh creative experiencing is you can

take someone through their device into a

whole new world and enable them to

explore it so the next questions then

tend to be okay cool so I get a feel for

the types of front camera and the types

of back camera experiences uh that are

available what does this actually look

like for uh paid promotion and those

types of products that we have available

to us so we do now as of just recently

have six placement in total for AR ads

So Paid AR ads placements you can see

here on the left hand side we've got

Facebook AR ads uh we've got Instagram

in the middle let's just start with

these two so we have uh the AR ad media

entry point where you'll have a video ad

that shows up either in feed or in

stories or in reels so the three new

placements are uh stories for Facebook

as well as reels for Facebook and for

Instagram uh so sex total

so you'll have that video ad show up in

one of those three places people with a

little call to action link as well

people then tap on that call to action

link and as you can see in the middle

here we go into the ads camera either

inside Instagram or in Facebook where

people can then interact with that

experience uh you know engage explore

learn uh experience some delight and

then there's a call to action button as

well which can be programmed for a bunch

of different call to action options in

this case you can see on the left here

for Facebook says learn more so we tap

on that pill and that'll drive traffic

through to whichever.com you want to

drive traffic through to we've also over

on the right hand side got here uh link

ads for organic effects on Instagram so

if your goal isn't to drive traffic uh

off platform if it's instead more of a

brand lift more experiential you just

want to be people to be spending time

within that brand world and indeed uh

potentially even goaling around earned

media and trying to fuel sharing which

can be really really powerful strategy

you can actually just use Instagram

organic effects as well so you take the

sharing link for an Instagram organic

effect you drop that into a link ad and

then from the link ad it'll push traffic

straight into the organic KR experience

so you can use a bit of pay to help spin

up that Viral flywheel as well

in terms of objectives awareness traffic

leads and sales depending on the

optimizations and we have loads of work

underway in this space with lots more to

come so it's really exciting it's moving

fast and changing rapidly so cool we've

seen a bit of an overview of the product

offering let's start taking a look at

some case studies because we really want

to explore how our businesses are using

AR today

uh so we've got a case study here from

Ikea uh this one was really cool so we

see the portal that we were looking at

just before over on the right here the

world effect version of this uh this was

from a campaign with Ikea they saw that

during the pandemic there were a lot of

Home DJs uh creating uh online DJ sets

using Ikea furniture as kind of their

their home DJ setup and off the back of

this inside they decided to develop

um a uh set of uh Furniture uh specific

launch designed for music creators

um in partnership with the Swedish House

Mafia of course being Ikea fantastic so

this was a multi-stage campaign there

were loads of different activations with

ar uh woven deeply and with the BAU um

to really fuel those results

um it started off with a selfie effect

that was kind of drawing on the vibe and

teasing uh the activation before the

actual reveal with the portal then

acting as the reveal where people could

then go and get up close with the

product so by staging multiple AR

experiences we're able to drive people

down the funnel and we saw here a 69

lift in Awareness over and above what

would have been achieved with the BAU

Alone by adding AR to the campaign 12

point lifting at recall 61 lower cost

per ad recall and a two times higher

click-through rate it's a really strong

results Again by working AR into the

campaign we've got a couple more

campaigns for you that we can look at as

well uh here's one for um Top Gun this

was one of mine

um so this was working with Paramount

Pictures that we've done some research

found that uh younger audiences uh were

less familiar with the original Top Gun

so when top gun Maverick was coming out

how do we um draw on that kind of legacy

and get people excited about it when

many of the younger audiences the

original film being so long ago weren't

really that familiar with the IP I'm not

just familiar with Tom Cruise strangely

as well what they did find through

research though is that the younger

audiences really thought the fighter

jets were cool so we built an AR

experience that puts you in the cockpit

of the fighter jet uh it's been gamified

as a selfie effect as an AR flight

school and we released this sort of as

an AR trailer drop so as that when the

trailer was going out for the film we

intercut the AR experience with the

trailer to help get people excited from

the film itself but then drive traffic

into the AR experience so people could

feel like they were a part of it we saw

again off the back of this one 16 point

lift in standard ad recall 5.5 Point

lift in action intent which is really

hard to move for these younger demos as

well when it comes to intent to go and

see a film and a 5.1 Point lift in brand

awareness so really strong results uh by

basing the AR on that insight and using

it in a meaningful kind of way

um and turning to our last key study we

had one from Mella so it's not always

just about

um upper funnel it's not always just

about awareness this one came out

recently for Miller uh enabling people

to try on a range of sunglasses so a

really straightforward use case really

fit for purpose when it comes to what we

can do with ar and what tends to work

really well people are very familiar

with these selfie style effects and the

facial tracking is nice and solid works

beautifully you can imagine a BAU

campaign for this is typically going to

be showing videos of people wearing the

sunglasses or stills of the sunglasses

or even just a single kind of product

shot however when we turn to AR it

enables people to actually try these

experiences on try the sunglasses

explore a range of skus see what they

look like on their own face and get

excited about it is there result of this

integrating AR into the campaign this

one actually significantly outperformed

Bae alone uh leading to a 74 lower cost

per purchase two times intent versus BAU

and a four times incremental purchase

for AR plus BAU as well

so we can see how we can use AR all

across the funnel uh with some great

results so next we want to start taking

a look at how AR actually gets made

which is always the next question like

this is looking exciting okay cool how

do I get started and one of the first

things that we really need to do is to

look at Best Practices and come up with

the right kind of idea to begin with and

making sure we're stepping off on the

right foot uh so we've got a bunch of

principles here that we've kind of

teased out over time that tend to

influence positive outcomes for AR

experiences first of all there's gifts

not ads so make sure what you're giving

people is an experience that they want

rather than trying to push a kind of

unidirectional uh you know brand message

at them this is something that we want

them you know that they indeed

themselves want to experience and so we

need to think about how we can give them

something that they actually want

whether that is a bit of entertainment

because they're feeling bored or because

they're in the market for new sunglasses

and we want to make it as easy as

possible for them to find the right pair

for them next is to think about

end-to-end Journeys we often start

thinking they are and we go cool we'll

design an AR experience that does this

about how do people enter that

experience where do they come from what

is the AR ad media look like where is

that situated within the campaign is

upper funnel mid lower funnel and what

happens afterwards where do we want the

traffic to go and how do we want people

to feel after having taken that

experience and what's the next step we

want them to take we definitely want to

think about the business objective is it

again more upper funnel more lower

funnel that's definitely going to shape

the particular approach you have and

indeed even the placements and the

particular product selection keep it

simple it's always um because it's such

a rich creative canvas it's always

enticing to think about packing as much

as we can in there but we find just

keeping those user Journeys really

simple keeping the interaction

modalities as minimal as possible just

one or two ways of interacting rather

than having 10 different ways of

interacting with the experiences people

can get a little bit lost and lastly

just remember we need to ask ourselves

is it possible like none of this is

Magic ultimately there are still things

that we can do in AR and things that we

can't yet do so just being really really

sure

um of how this is all Landing

um that we can actually do what we want

to do so moving forward when it comes to

AR workflow we build some software

called metaspark studio

um

uh minutes box studio is a desktop

application people used to build these

experiences so we can partner with

different developer agencies we can then

take those experiences uh publish them

from metaspark Studio into the metaspark

Hub uh anyone with a Facebook login has

that meta spark Hub uh where we can

choose to publish to ads or to organic

and from there we can either pick up

that paid AR experience inside ads

manager to attach it to a campaign or we

can use it in organic it'll appear on

our Facebook or our Instagram accounts

and lastly who can help us get this

stuff built we have a range of brilliant

metaspark partner network members

who are really really deep in this space

um they're all available to us just give

it Google search or find all those

people uh based all around the world we

also have various meta business partners

as well who increasingly uh bringing AR

execution skill on board into their

product offerings so by all means reach

out and contact these people and they'll

be able to help you out or ping us here

at medor and we can make a connection

for you so with that we've had a nice

big look at the overall uh meta platform

but that was amazing and thank you for

like running through that I know there

was so much to get across in a very

short space of time and I've been kind

of chomping at the bit there's been so

many great questions coming through as

well I have about a thousand things I

wanted to ask you but I'm going to

prioritize our audience uh even though I

don't really want to I'm going to

prioritize our audience questions

um what kind of a bit of a theme Here is

that we've seen like it working for big

Brands and there's a question here from

Breen saying do you think getting into

AR is attained and as is an attainable

goal for teams running on a lean budget

or with low resources

um I guess you know I'm packing that a

little bit

they're super shiny they're super visual

it kind of looks potentially a little

bit scary to get into but do you think

there's you know um easy routes in when

you're kind of exploring and

experimenting with a lower budget mm-hmm

absolutely we do have a bunch of

training materials online

um for at metaspark Studio which I've

I've helped build myself

um and they're really really accessible

like it's actually not a super scary

space there are even a bunch of

templates

um right there when you first open up

metaspark Studio that you can just

reskin you can swap assets out and then

there you go you've got a game or you

want to do it like a beauty try on

experience or so on uh these types of

things can be really really light left

and so if you have internal design

resource who are familiar for example

with Adobe Creative Suite or other

creative packages can be pretty uh Swift

and easy to pick this stuff up then when

it comes to the production of the media

assets for AR ads

um again like ugc tends to work best so

you don't necessarily need like a huge

polished kind of budget to build out

those video assets either of course if

you're going organic and going earned

media alone then um you know you don't

even need to worry about the the ad

media either

awesome yeah I would I would say like

download it and try it because it

actually is especially if you're you

know have any kind of creative

background

uh I use it a lot for prototyping and

just you know if I'm validating an idea

and then just getting it there in

people's hands it's so it's so it's so

much less scary than people think it is

and I think there's the tools that metal

have built make it you know so so

accessible and then try it's such a you

know such a it's such a good thing to

try

um got a question here from Monica

how or what methods did you use to find

out what the younger demos found

interesting in their kind of Top Gun

example because I think that's a really

good point is

that Insight informed the execution is

there anything you can speak to on that

yeah obviously in that case this is a

big movie studio

um it's going out with a bit of kind of

pre-screening and research and stuff

into the demos and and how this is

landing and so on

um so in that case uh dedicated research

market research before and um it was you

know likely to yield these types of

insights but even if it's a smaller

campaign it's kind of best practice from

that creative strategist um kind of

perspective you always start off with

well what's the business objective who

is who are the target demos you just

take those two things like bash them

into your search engine of choice and

then type in like insights for example

like gen Z insights

um you know films fighter jets that kind

of stuff and and see what comes back

there are so many reports and so much

good stuff out there but definitely like

anchoring your creative uh on an Insight

uh from the very beginning is always

really really helpful

yeah I mean totally agree I'm always

agreeing with you so I've got another

good one here

um how do you see AR changing how social

commentary happens like showing off why

a painting is important to a whole

community

do you see that creating a better

conversation between groups of people

who like so that's slightly outside of

the ad well but like how is it using is

a kind of yeah an empowering tool to

kind of maybe democratize or or to

promote conversations anything yeah this

is a fantastic question and I love it

like I I always think of the AR platform

as creative democratization like we have

hundreds of thousands of creators on the

platform people who have just you know

gone about publishing their own their

own experiences um as Phil was saying it

is a really really accessible platform

um and I think being able to digitize

you know cultural artifacts and be able

to democratize those out so multiple

people like many more people can

experience them rather than just those

people who are physically present in

that space and helping to interpret and

get people kind of up close and personal

uh with cultural artifacts or

experiences or paintings or whatever

they may be

um can certainly help in terms of kind

of distribution and reach but then

there's also interpretation

um so being able to highlight different

regions regions of something adding

extra context over the top of it it may

simply be that it's that it is actually

a physical mural for example in a space

and we want to bring more context over

the top of this and that could be audio

it could be video it could be all sorts

of things

um but definitely it's um simply a

really really rich medium for

communication and we can use it I like

what we wish in that regard yeah man I'd

I would Echo that it's my favorite thing

about the medium is that it exists in

the world that we exist in and you know

that kind of into you know uh kind of

juxtaposition between physical and

digital and it's just it's a really rich

territory to to play around with

um I'm going to get into the prediction

space now and this is quite targeted

this question so maybe you might better

answer it but what are your predictions

for augmented reality in Pharma or

medical Communications now and I'll just

tag a little bit onto that is

maybe that's like making the invisible

visible is there anything in in there do

you think yeah I mean we're already

seeing um example experiences uh with uh

AR glasses that do exist now that

operate more like a heads-up display

where we see surgeons for example

bringing up X-rays of what they're

operating on as a part of their heads-up

display while wearing glasses so they

don't need to keep looking up at X-rays

and kind of turning around it's always

just floating there in front of them and

I think as the technology gets more and

more mature and being able to project uh

those you know x-rays whatever they may

be directly over the top of what they're

operating on obviously high stakes

really important to make sure we get

this right that those opportunities are

getting bigger and bigger I think then

there's things like accessibility for

example when it comes to Farmer you know

maybe someone with impaired Vision could

just hold up a you know packet in front

of them and have the glasses read to

them what it is they're actually holding

like there are so many different

applications for this space awesome man

I mean I could do this all day but I've

got the uh kind of producers in my ear

saying it's time to wrap it up but I do

you want to say thank you Dan thank you

for taking the time out uh in passing

your knowledge and yeah if you search

for metaspark on YouTube Young on you're

on quite a lot of the training so if you

want to see more from him uh you'll be

able to find him pretty easily but thank

you for for joining us down and thank

you for your time well thanks so much

Phil thank you team Christina

foreign

[Music]