The world of advertising has changed dramatically in recent decades. From static, printed ads in newspapers and magazines to interactive digital campaigns on the internet, the advertising industry has always sought new ways to attract consumers' attention. Augmented Reality (AR) will revolutionize the way we perceive advertising in the future.

  1. 1. AR and the merging of the physical and digital worlds
  2. 2. The path from 2D to 4D
  3. 3. Examples of successful AR advertising campaigns
  4. 4. The advantages of AR advertising

AR and the merging of the physical and digital worlds

Augmented reality is a technology that makes it possible to integrate digital information and virtual elements into the real world. This is often done by using smartphones or AR glasses, which use cameras and sensors to analyze the environment and then superimpose digital elements on top of it. This digital overlay can include text, images, 3D models or even interactive animations. The technology works as follows:

  • Recognition of markers or features: The AR algorithm analyzes the images or videos and looks for markers or characteristic features in the environment. These markers can be specially designed visual markers, QR codes, people's faces or simply conspicuous points and structures.

  • Positioning and tracking: Once the markers are recognized, the position and orientation of the device relative to these markers is determined. This is known as “tracking”. Tracking is used to determine how the digital content should be projected into the real world so that it is firmly anchored in the environment.

  • Display of digital content: Once the position and orientation have been determined, digital content such as text, images, 3D models or animations can be superimposed over the camera images or into the user's field of vision. These digital elements appear as if they were physically present in the real world.

  • Interaction: Users can interact with the digital content, for example by tapping on it, moving it or enlarging it. AR technology recognizes these interactions and adapts the display of the digital content accordingly.

  • Real-time updating: AR systems must work in real time to ensure that the digital elements are synchronized with the moving environment. This requires continuous processing of camera data and rapid adjustment of the position and orientation of the digital content.

  • Audio and other sensory elements: In addition to visual elements, AR can also integrate audio information and other sensory feedback to make the experience even more immersive. This can mean that AR devices use sound effects, voice commands or vibrations to enrich the user experience.

The combination of AR and advertising opens up completely new possibilities for brands and advertisers. Instead of just presenting a static ad, they can create an interactive experience that captures consumers' attention and engages them in the ad.

The path from 2D to 4D

Traditional printed ads are two-dimensional - they consist of text and images on a surface. Augmented reality introduces a fourth dimension. This can be implemented in the ad or flyer using a QR code. Perfect print quality is required so that the code can be easily captured by the camera. There are various options for finding a print shop nearby that meets the requirements. Experienced printing partners can optimally address individual wishes and details on site and advise customers on various topics.

Traditional AR applications use the device's camera to superimpose a static image or animation onto a physical object or surface. However, AR now goes so far that the content that is superimposed can change or move over time.

For example, an advanced AR application can animate a printed ad by bringing the car shown on it to life and making it drive. Users can zoom into the interior of the car and have the functions explained to them.

Another example that already exists is the creation of interactive scenarios. Instead of relying on the map on the display for navigation apps, the implemented AR feature shows the correct route in real time using the real environment on the mobile device. This works not only in road traffic, but even when doing the weekly shop at the supermarket.

Examples of successful AR advertising campaigns

Several companies have already recognized how powerful the use of augmented reality can be for advertising and have launched innovative campaigns:

  • Lego: Lego has used AR in its packaging. When customers point their smartphone app at the packaging, they see the finished Lego model in 3D and can view it from different angles. This is particularly useful for larger and more expensive sets to get a first impression.

  • IKEA: IKEA offers an AR app that allows customers to virtually place furniture in their own homes to see how it would look in their rooms. The new furniture is not simply superimposed, but the app virtually clears out the home and deletes the existing furniture so that customers can better imagine how it will look in the end.

  • Malibu: As part of its summer campaign, the drinks manufacturer worked with Go Spooky to transform its billboards and product packaging into AR animations and games.

  • Pizza Hut: Gone are the days of boring pizza boxes. Using a QR code, the boxes were transformed into an interactive PAC-MAN AR game. However, the packaging on which the scannable codes were printed was limited.

The advantages of AR advertising

Those who rely on innovative AR advertising today benefit from a whole range of advantages. Advertising with the option of an AR experience attracts the attention of consumers and increases interaction with the brand. In principle, the use of AR in advertising can be seen as a form of pull marketing.

The technology behind augmented reality also makes it possible to track user behavior and collect data on interaction with the ad. By analyzing this, companies can see which campaigns are performing well, what is particularly popular with users or where there is a need to catch up. This ultimately allows even more creative and innovative campaigns to be created that stand out from the competition.

The fusion of printed advertising and augmented reality opens up exciting new possibilities for brands and advertisers. From creating interactive 4D ads to integrating AR into packaging and product experiences, this technology offers an exciting future for the advertising industry.

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Image: Adobe Stock © Montri | Image: Adobe Stock © Andrey Popov