AR advertising – A contrivance or a new opportunity
Not that long ago, mankind explored an opportunity that changed the upcoming generations’ point of view, and to be honest, brought some posture issues. It was Social media. And with every new formation or creation comes a beau, a fellow exploration to be exact, which takes the legacy forward. And that was advertising in Social Media.
Now it cannot be possibly denied that the merge of both has created a boost of sales along with a more transparent customer to business relationship and vice versa. Every day, we see something completely new thought in terms of advertising, reaching millions and millions of people and at the right time.
We witnessed one such fellow creation, full of creativity banters called – Augmented Reality. Many people were in utter disbelief about a screen showing things which aren’t there; as in a reality which is augmentative. It’s not there but our screen shows how it would be like if it was there. Thus, a make-believe stance which is both good and exciting – something which Graphixstory Pvt ltd also promises and provides its work within.
With this new budding exploration, it is somewhat unclear whether AR is an artistic skill brought to life with technicalities or is a grater shift. For now advertising seems to be taking a much larger than life benefit from AR and is ready to be the next booming thing.
A conversation which could be brought onto the eyes is whether AR comes only with its artificiality or is a completely new opportunity for the advertising genre, whether advertising world brought it off as an upbeat skill or as a new window for it to be used into benefits, whether it is a contrivance or a new look-in.
To understand this, we need to know the past, present and future of AR altogether. Something which AR used to be known for was growth of business enhancement via its visual overlays. Time went on and people customized the benefits of it into other advancements. With its close functioning with Artificial intelligence, the phenomenon varied its expansion and brought us here today – a skilled use of creativity and technical knowledge leverage enabling multiple opportunities. For a substantial amount of time, AR was overshadowed through VR, with AR vs VR being the hot debate topic. But both went separate ways and AR now has found its happily ever after; advertising to be exact.
AR might have been a new inquisition to people in its early advertising days but now every trending facet of the communications world seems to take the doorway it has opened- to reach people and show them the augmented reality. Exercising this has brought various successful ventures. Early examples include Ikea, Snaphat, Pepsi etc who gave their customers a solid reason to stick. We saw people seeing which furniture they would choose in which corner of the room, which filter they wish to use for their Instagram feed or which kiosk to scan a Pepsi drink from. Audience were delighted to witness these new found hobbies, but the creativity which was added to it expressing how to use AR for the best is what captured it for long. And we very well now know that it is here to stay.
Graphixstory Pvt ltd, an agency exploring the similar potentials of AR saw the changes it brings along as well. The recent obsession with makeup filters and people adoring themselves with the make believe makeup looks, seems to be a great hobby found. People were and are still at homes, and just like Snapchat, Instagram also offers multiple filters – and makeup filters are a major part.
What we need to understand is Creativity and Invention goes hand in hand. In fact, it is creativity which brought the idea of inventing something in the first place. The apple doesn’t have that far from the tree, we just realized it late. In the calculative pros and cons of AR advertising, it is the invention of this technical creativity which brought us the new opportunities to explore. We now have a vast area of expertise and which makes people see something they want and might need. It is a transparent connectivity to needs – which advertising is all about. Adding AR to it just made things easier.
Meaningful ideas which will help increase audience build up and will relate to the service it offers, will be greatly gratified on the road with AR advertising. The future indeed looks promising – with Apple bringing AR directly in their browsers eliminating the need of downloading mobile applications, is another reach to the skill AR advertising comes with. We are also about to witness another viable phenomenon called “Extended Reality” or XR, up and coming with AR, VR and Alter reality altogether. With a promising preface to entertainment industry, we might not know what that can bring along for advertising down the lane.
Thus, it is still subjective to say if AR advertising is a contrivance but definitely was a new opportunity once which by now has been utilized to its utmost potential. Revolving to evolve around various areas and organizations using it for their beneficiaries just shows us what inventions are capable of doing? For now, it is advertising which is showing how far the digital branches of the AR tree stretches out to and it is a treat to envision.
About the author:
Surajit Majhi, Founder & CEO at Graphixstory