How augmented reality brings promotional products to life
AUGMENTED REALITY is on everyone's lips. Projects with the new technology are piling up and ideas are sprouting from every office. Including that of Allbranded GmbH. The Hamburg-based promotional product specialist shows how augmented reality brings promotional products to life.A study by Jupiter Research predicts that the global market for augmented reality will be worth over EUR 7 billion by 2020. "Sooner or later, this technology will also find its way into the promotional products market," says Marco Krahmer, CMO at the Allbranded GmbH convinced. For the advertising industry, augmented reality is the bridge between haptic promotional products and digital and means: advertising that works. "In times like these, it's important to stand out from the crowd with special campaigns, to surprise and amaze people," says Krahmer. And augmented reality offers countless possibilities in this area. Haptic promotional items such as mugs, lanyards, bags, USB sticks, power banks, umbrellas and thermo mugs can be enhanced with creative media content to add extra value to the items. "This technology turns haptic promotional items into an experience. Two-dimensional advertising spaces are transformed into three-dimensional worlds of experience into which the viewer is immersed. They receive more information - interactive, animated and in 3D -, literally look behind and into the scenes, experience insights down to the smallest detail in the virtual tour - and all without any IT knowledge - understandable via smartphone or tablet," explains the CMO."Living" promotional itemsKrahmer cites the example of a cotton bag, which often features the logo of the company in question. "Thanks to augmented reality, it is now possible to bring the logo or a claim to life by transporting 3D animations, text information and graphics to the viewer's smartphone or tablet in real time via an app," he explains. The promotional items thus become "real" and tell their story. At this level, it is now possible for companies to interact with customers and involve them more closely.The advantages at a glance- Differentiation from the competition through the fusion of haptic (real) advertising and attention-grabbing virtual advertising- Lasting brand and product recall through an emotional shopping experience (wow! effect)- Long dwell time, as AR always involves the user to a certain extent. If an AR application offers high added value, the dwell time can be further increased by repeated viewing- Great viral effects, as the recipient shares the advertising and message with their circle of acquaintances- Complex products and information can be better visualized- Imaginative campaigns with a surprise effect create a positive brand image and can strengthen brand loyalty- Accelerated purchase decision by the consumer through impressive live presentation of the product benefits- Addressing new target groups (e.g. digital natives)- Campaigns with a high level of engagement and a high level of brand loyalty.Campaign monitoring: how often the augmented reality app was accessed and the advertisement viewed, how often a product was clicked on, ordered or shared on social networks. The advertiser can also find out at what time, where and, in some cases, by which age group, gender and social environment the advertisement was viewed. Infographic summarized:
