AR in marketing - augmented reality

Augmented reality is, for some people, just another "buzz word" - a trendy term, a trend. When thinking about it, filters from Snapchat or the game Pokemon Go, which has made a lot of noise and even divided society, come to mind. What is 'augmented reality'? Can this technology be used in marketing campaigns? What are some examples of such cutting-edge solutions and will they stay with us for longer? Read on in our article!

Augmented reality - definition

Augmented reality augmented reality - (AR for short) is a system that connects two worlds. virtual and real. How can it be explained most simply? It is usually simply the superimposition of virtual elements on the world we observe in front of us. In other words, the 'real' image is complemented by 3D graphics (or animations). All you need to see them is a customised camera on your smartphone. Not many people are aware that the origins of augmented reality date back as far as the 1990s. 

The application of augmented reality is extensive. Examples include automotive sector and modern vehicles that use technology head-up display. This technology involves displaying important information and data on the windscreen. It is not only impressive, but also safe - the driver does not have to take his eyes off the road to see, for example, the speed at which he is driving. Until recently, the heads-up display was, for most of us, a technology straight out of the movies, used by characters such as Bruce Wayne. Meanwhile, this type of solution is increasingly becoming part of our reality.

Another sector with popular examples of augmented reality applications is art and entertainment. In many modern museums or galleries, some exhibits are presented in augmented reality technology. It is also worth mentioning the usefulness of AR and VR in medicine. They are used, for example, during training, thus reducing the risk of mistakes.

AR versus VR - what's the difference?

AR technology should not be confused or equated with VR. As opposed to augmented reality VR (virtual reality) is to create fully unrealistic image. Augmented reality only 'completes' our world. 

Another difference between the two technologies relates to the hardware that makes them possible. In order to create a world within VR that mimics our reality as much as possible, it is crucial to understand human physiognomy and how they work senses. It is through them that we get to know the world, and the aim of VR is to trick them, so to speak. The most popular solution that allows this is the special glassesgoggles (such as those by Oculus). In turn, a variety of mobile applications using the described system will suffice to take advantage of AR technology. 

The history of virtual reality is worth noting because, contrary to many people's belief, it goes back many decades. The precursor of VR is considered to be Myron V. Kruegerwho was born in ... 1942! He was a researcher, artist and computer scientist. He created what he called responsive environments. The first of these was 'Glowflow', created in 1969. Of course, the installations at the time bore little resemblance to current VR projects. They were 'prototypes', harbingers of the fascination with the possibilities offered by modern technology. The American futurologist (as well as computer scientist, writer and composer) is considered to be the originator of the term 'virtual reality' itself Jaron Lanier. When reading articles on virtual reality, one often comes across the definition of three Iaccording to which VR = Interaction +Immersion + Imagination.

The most popular examples of AR

When thinking about augmented reality, it's hard not to remember 2016 and the craze for gaming Pokemon Go. Although it was neither the first nor the best example of the use of AR, it was through Pokémon that augmented reality entered the consciousness of the average mobile user. What did the game itself consist of? Using the cameras in smartphones or tablets, players observed the reality around them, which was 'enhanced' by the titular creatures through the app's algorithms. Users would leave their homes, switch on the game and it would show them where the Pokémon were hiding. Finding them, however, is not all, they can, for example, be put up against others!

Augmented reality is not just about Pokemons. Equally popular is a solution that each of us has probably used at least once - we are talking about the filters on Messenger, Snapchat or Instagram. Such applications of AR are mainly for entertainment, and face (or other object) recognition software is getting better and better. 

Using augmented reality - the future of marketing?

While there is still no shortage of sceptics, most of the marketing community agrees - the virtual and augmented reality segment has a great deal of potential to be exploited in the industry. Many are even convinced that these technologies will revolutionise business as much as computers and phones have done. Despite this, some brands are not convinced to include them in their campaigns. Why? Primarily because of uncertain return on investment. A more secure option in this case is the augmented reality adventure, as it is more accessible to consumers. While VR requires specialised equipment, with AR you only need a smartphone. 

AR in marketing - they did it right!

Major brands that have sensed the potential of AR have already implemented the technology in their strategies. For example, the IKEA whether a clothing shop Timberland. The latter had already created in 2014 virtual fitting roomwhich visitors to one of Warsaw's shopping malls could use. All visitors had to do was approach the screen, scan their face and then match the clothes available in the shop. IKEA, in turn, provided its customers with an AR application IKEA Placewith which they can browse the shop's range and see how the products will look in their interiors!

The possibilities of AR in marketing - summary

Ever-evolving technologies including augmented reality and VR can not only be used for entertainment, but also provide an opportunity for companies to reach customers and their involvement. It's also a way of differentiating the brand, creating something that evokes emotion. The idea is important - it has to be original, authentic and reflect the character of the company. AR doesn't necessarily have to be just about having fun. It can also be useful - We are talking about all kinds of visualisations or calculators that calculate data based on scanned images. One thing is certain - augmented reality will be increasingly present in marketing campaigns.