Out-of-home advertising (OOH) is a form of marketing that has been around for centuries. From billboards and posters to digital screens, OOH advertising has evolved with technology. One of the latest technologies that OOH advertising has adopted is augmented reality (AR). AR is a technology that overlays digital information onto the real world, enhancing the user’s experience. In this article, we will explore how AR is used in OOH advertising and the benefits it brings.
What is Augmented Reality?
Augmented reality (AR) is a technology that overlays digital information onto the real world, enhancing the user’s experience. This is achieved by using a camera and a screen, such as a smartphone or tablet, to display digital information on top of the physical world. AR can be used in a variety of applications, including gaming, education, and marketing.
One popular example of AR in gaming is Pokémon Go. In this game, players use their smartphone cameras to view the real world and catch virtual Pokémon that are overlaid onto the physical environment. Another example of AR in education is the Anatomy 4D app, which allows users to explore the human body by overlaying digital images of organs onto the physical body.
AR differs from virtual reality (VR) in that VR creates a completely immersive digital environment, whereas AR adds digital elements to the physical environment. While VR is typically used for gaming and entertainment, AR has many applications in marketing and advertising.
Out-of-Home Advertising
Out-of-home advertising (OOH) is a form of marketing that targets consumers while they are outside of their homes. This can include billboards, posters, digital screens, and other types of signage. OOH advertising has been around for centuries, with early examples including hand-painted signs and town criers.
In recent years, OOH advertising has evolved with technology. Digital screens and interactive displays have become increasingly popular, as they allow for more dynamic and engaging advertising. However, OOH advertising still faces challenges, such as measuring effectiveness and reaching the right audience.
The Use of Augmented Reality in Out-of-Home Advertising
The use of augmented reality (AR) in out-of-home advertising has become increasingly popular in recent years. AR can enhance the user’s experience by adding digital elements to the physical environment, making the advertising more engaging and memorable.
One example of AR in OOH advertising is the campaign by snack brand Doritos in Germany. The campaign used AR to turn a bus shelter into a giant vending machine, where users could use their smartphones to interact with the digital elements on the screen and win free bags of chips. This campaign was highly successful, as it engaged users and created a memorable experience.
Another example of AR in OOH advertising is the campaign by Canadian airline WestJet. The campaign used AR to create a virtual winter wonderland in a bus shelter, complete with falling snow and a virtual Santa Claus. The campaign was highly successful, as it engaged users and created a memorable experience.
AR can also be used to provide additional information about a product or service. For example, the cosmetics brand L’Oreal used AR to create a virtual makeup try-on experience in a mall in Dubai. Users could use their smartphones to view themselves in a virtual mirror, and try on different makeup looks.
Challenges and Limitations of Using AR in OOH
Advertising While the use of augmented reality (AR) in out-of-home advertising has many benefits, there are also challenges and limitations to consider. One challenge is the need for compatible devices and software. Not all users have smartphones or tablets that are compatible with AR technology, and not all locations have the necessary infrastructure to support AR.
Another challenge is the limited field of view. Users must hold their smartphone or tablet up to the AR-enabled signage to view the digital elements, which can be inconvenient and may limit the user’s ability to engage with the advertising. Additionally, the cost of creating AR content and the need for ongoing maintenance and updates can be a barrier to entry for some advertisers.
There are also limitations to the types of advertising that are well-suited for AR. AR is best used for advertising that can benefit from additional digital information or interactive elements, such as gaming, fashion, or makeup. Other types of advertising, such as real estate or financial services, may not be as well-suited for AR.
Conclusion
The use of augmented reality (AR) in out-of-home advertising has many benefits, including increased engagement, memorability, and the ability to provide additional information about a product or service. While there are challenges and limitations to consider, AR has the potential to transform the way we think about and interact with advertising.
As technology continues to evolve, it is likely that AR will become increasingly integrated into OOH advertising campaigns. Advertisers who are able to leverage AR effectively can create experiences that are memorable, engaging, and unique, leading to increased brand awareness and ultimately, sales.
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