20 Dec 2024 | Mike Boland

AWE Talks: Is Location-Based AR the Next Brand-Marketing Vehicle

AWE EU 2024

See the summarized takeaways below, along with the full session video. Stay tuned for more video highlights each week and check out the full library of conference sessions on AWE’s YouTube Channel.

Speakers
Sam Field, Rock Paper Reality

Key Takeaways & Analysis
– A longstanding and lucrative ad format continues to be out-of-home.
  – This includes everything from billboards to digital displays in retail aisles.
– Though dated, it continues to hold a large share of brand marketing budgets.
   – That means that there's both demand... and opportunity for disruption.
– Could AR be that disruptive force in making out-of-home more interactive?
– Companies like Google, Snap, and Niantic are starting to show the possibilities.
   – For example, Snap Landmarkers let developers transform real-world waypoints.
   – Niantic also continues to index the physical world as a precursor to augmentation.
   – Google may be best positioned due to years of extensive world mapping.
– The latter has provided the basis for Lens in Maps (formerly Live View). 
   – In addition to 3D navigation, it's starting to enliven physical locations. 
   – For example, its recent Parisian architecture AR ran during the Paris Olympics.
   – Landmark buildings were transformed graphically through mobile AR. 
– Back to out-of-home advertising, all the above could unlock its digital evolution. 
  – This includes clever augmentations that transform landmarks in branded ways. 
– But when considering this, brands should execute strategically.
   – For example, consider the audience and define the use case accordingly. 
   – It's also important to infuse user value... reward them in some way for engaging.
   – That includes, at the very least, a frictionless and enjoyable UX. 
   – Lastly, make it shareable to open the possibility of viral growth. 

For more color, see the full video below...




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