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广告周丨品牌投资AR,就是现在

2018-08-10 16:55:35 
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2018年网易态度营销跟美国Advertising Week(广告周)达成内容互换战略合作,旨在为读者带来全球市场营销、市场、广告和科技等行业的多元前沿资讯和国际性视角。

增强现实(AR):一种将物理世界和数字世界联系在一起的技术,最先走进大众视野是通过像口袋妖怪Pokémon这样的热门游戏,它允许用户与现实世界互动以获得积分。

令人意想不到是,根据eMarketer数据表明,在2016-2017这短短两年的时间里,品牌对AR广告的兴趣增长了33%。AR正以全新的姿态,在广告领域中为品牌提供了许多扩大市场的机会,让他们以新颖独特的方式接触到不同的受众,从而建立起品牌忠诚度。

随着地理定位和人脸检测在许多APP上取得成功,这些技术也有助于品牌利用AR丰富顾客体验。对于像欧莱雅这样的品牌来说,实现面部检测可以让顾客足不出户在手机上体验化妆服务。

对于品牌来说,将AR加入广告是一个巨大的飞跃,也是大势所趋,广告的未来必将包括AR。

以下是原文:

When you think of augmented reality (AR)—a technology that links physical and digital worlds together—what probably comes to mind is the meteoric rise of popular games like Pokemon GO, which allow users to interact with the real world to earn points.

But did you know that according to eMarketer, there was also a 33 percent growth in brand interest in AR advertising from 2016 to 2017?

But did you know that according to eMarketer, there was also a 33 percent growth in brand interest in AR advertising from 2016 to 2017?

While initially popular in the gaming world, AR is taking on a new identity — especially within advertising. It’s presenting exciting opportunities for brands to reach massive audiences in novel and unique ways, building customer loyalty and brand love.

Over the winter holidays, we worked with Home Depot to design an AR mobile ad unit that placed a Christmas tree right into a user’s physical space, bringing festive cheer and merriment.


Brands can also do much more than create just an entertaining AR app; they can hone in on issues that consumers need solved or want more information on. Acura reached over 3.5 million people through a live stream of an AR-equipped driving event. The car company set up a race track and equipped drivers with AR-based helmets that depicted them driving through what looked like dangerous and tricky situations. The heart of the experience directly mapped back to Acura’s mission, which was showcasing how safe and manageable their cars are.

With the success of geolocation and face detection in well-known apps, there’s also an opportunity for these technologies to be implemented in a brand’s AR experience. For a brand like L’Oréal, implementing facial detection made a lot of sense; it allowed customers to virtually try on makeup before purchasing it.

Diving into AR might seem like a huge jump for brands, but it’s at the heart of immersive video today. The future of advertising will include AR. Don’t miss out on the opportunities that AR can bring to your brand.

标注本文经授权转载自AW360

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