Augmented Reality in 2018: Enhancing the Consumer Experience
Post by Felicity Whelan, Managing Director – GLUE Content
There’s no slowing down the technological revolution of the 21st century. From smartphones and video conferencing to automation and virtual reality, machines and the software behind them only continue to improve, all with the aim of enhancing everyday life.
Just one area that we expect to see exponential growth in 2018 is augmented reality (AR), an application that lets consumers enhance their reality with computer-generated imagery and information. Essentially, it’s the projection of digital data onto a real-life situation. While still not as popular as its cousin, virtual reality (VR), AR is set to dominate over the next few years, creating a $90 billion industry, in contrast to VR’s $30 billion.
Most would have interacted with AR already – Google Maps uses it to present Street View, while Snapchat and Instagram Stories have both built their empires on it – how many times have you seen the tongue-out dog filter?
The briefly popular Pokemon Go also used the same technology, allowing users to capture digital animals that were based in real-world locations.
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However, 2018 heralds continued growth in this area, as brands and businesses realize its potential and consumers continue to welcome it into their lives through their smartphones. Already, businesses are looking for ways to integrate AR into their brand narrative, offering try before you buy solutions that enhance the shopping experience. For example, furniture businesses might encourage users to upload a picture of an existing room and then test out how certain pieces of furniture would look. Similarly, cosmetic companies may offer a simulation with their products, allowing consumers to play around with different shades of lipstick and eyeshadow before purchasing online or in store. IKEA and Ray-Ban have both launched campaigns to great success, so other brands are no doubt set to follow.
In a similar way, AR can also be used to assist with everyday activities such as grocery shopping. A recent study from the University of New South Wales’ Business School saw participants walk around a simulated supermarket, holding a smartphone app to the shelves. Healthy products were shown in colour and everything else was black and white, neutralising the appeal of packaging.
Another way that brands are using the technology to their benefit is in advertising. AR has the potential to allow consumers to scan an image and receive a host of information about the brand or product that’s being promoted. For example, travellers will be able to scan hotel ads and see a comprehensive picture of the venue’s facilities, while culinary-minded consumers might scan a photo of an ingredient or meal and see exactly how it’s been made.
No matter the application, there’s no doubt that augmented reality is here to stay. With potential to transform the consumer experience, we can’t wait to see what 2018 brings.
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GLUE Content is a Melbourne based video content production and animation agency, producing content for some of Australia’s leading companies, brands, agencies and sporting organisations.