What’s up with AR?
Augmented Reality – two words that either incite fear or excitement into marketers more and more these days. Augmented Reality is defined as a technology that superimposes a computer-generated image on a user’s view of the real world, thus providing a composite view. That’s great, but what does it mean for marketers like you? I’m so glad you asked. You may have heard that our pals at Facebook made some big announcements at the F8 Developers conference. One of these announcements centered around the introduction of Augmented Reality on Facebook.
As marketers, we always find ourselves looking for the next latest and greatest trend. Since Facebook is such a widely used tool for many of us, changes to the platform like this can have a huge impact on how we spend our media and marketing dollars. In the case of Augmented Reality, Facebook is encouraging developers to build new camera effects within Facebook that users can utilize when taking photos in the app. These will include dozens of AR-powered effects like masks and frames within Facebook’s camera app.
What Do the Updates Mean to You?
This introduction will open up new ways for brands to reach their target audiences and new engagement tactics to help achieve brand loyalty. Imagine you are an ice cream brand – utilizing AR features in Facebook, people can fill their photo frame with cartons of your ice cream and share the photo with their friends. Additionally, marketers will have the opportunity to showcase their product virtually in real-life contexts so that when Facebook users utilize the front facing camera they are greeted by augmented product placement.
It doesn’t stop there. “Facebook says its AR platform will eventually make it possible to leave a virtual note for a friend at a restaurant or create artwork that appears on a building wall when looking at it with your phone.” In other words, marketers would essentially be able to hide augmented reality advertisements in specific places where people would be able to view them via their phones.
With innovations like these on the horizon – the future is looking pretty bright for our friends at Facebook and the possibilities of integrating brand experiences throughout consumers’ lives.
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