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.