Augmented reality is a technology that superimposes digital 3D content in the real world. You can watch it using smartphones, tablets, smart glasses, and other devices. Digital objects are activated with markers (QR codes, images, physical objects, etc), beacons, GPS trackers, digital compasses, and so on.
Today, this technology is actively applied by marketers, as it helps to evoke emotional feedback from users of the product. For example, fans can get partially immersed in a setting of their favorite TV show, and online customers can see the chosen item and try it on themselves.
As the number of modern technology users continues to rise, so does the popularity of AR. Statista predicts that the number of AR technology users will be increased to 1.75 billion by 2024.
In today’s article, we’ll highlight the definition of AR advertising, its types, and some of the most successful use cases by various brands, like Snapchat, Disney, Netflix, Lacoste, and more.
Augmented Reality Advertising: Future of Marketing is Here
AR advertisement is about using augmented reality for brand or product promotion.
You can read more about the basic principles of AR in our article about the difference between augmented and mixed reality.
Interactive AR Ads: Engage Your Customers in a Whole New Way
Augmented reality can be applied for different types of advertisements, including
- outdoor advertisements;
- printed ads;
- advertisements on packages;
- promo campaigns for movies and TV;
- virtual try on.
AR Advertising Goes Outdoors: Engaging Customers in Streets
As a rule, AR advertising is used for street campaigns: billboards and city lights with digital element activation markers for smartphones or tablets.
Pepsi Max’s Bus Shelter is an example of an outdoor AR advertisement. It’s a bus stop with a built-in screen that demonstrates various AR scenes. While people wait for a bus, they see digital meteorites, alien ships, or underground monsters, that are superimposed on a real street in the UK.
City Painter by Snapchat is another example of outdoor AR advertisement. Unlike the previous case, this app is developed for smartphones. A mobile device user “colors” city streets with digital paint. Using a smartphone screen, you can see the results of both your work and those of other “artists”.
Print Comes to Life: Augmented Reality Advertising on Your Merchandise
This type of augmented reality advertisement is activated by markers, like QR codes and images, placed on printed promo products: posters, flyers, business cards, booklets, magazines, etc.
For example, the Net-a-Porter fashion brand augmented their PORTER paper magazine issue with AR illustrations that are activated by smartphones right on the magazine pages. With augmented reality, PORTER readers discover exclusive content and the possibility to order a chosen item from magazine pages through a smartphone. This issue of the magazine was developed in collaboration with The UK IT company blippAR.
A similar function is also available for National Geographic printed magazine. Using a smartphone, a reader unlocks different 3D objects and animations on magazine pages.
Unboxing Your Brand: Augmented Reality Ads on Product Packages
In this case, a product package isn’t just called to protect from outside influence. With augmented reality, a colorful and original package can be even more attractive for customers with the help of an AR experience.
Pizza Hut Pac-man AR Game is a bright example of an AR package advertisement. Every pizza package contains a marker that activates a classic video game Pac-man. But now it’s in augmented reality.
Usually, for AR package ads developers implement WebXR technology, the one we discussed in our previous article.
Experience Your Favorite Shows and Movies in a New Way with AR Ads
Augmented reality promo campaigns made for smartphones are drawing the attention of your movie or TV show’s potential audience. A movie-based AR experience makes users mentally closer to their favorite movie heroes and attached to a movie or TV show.
A bright example of the use of an AR smartphone app to promote the movie/TV series is The Mandalorian AR Marketing Campaign. It’s an AR program that activates a digital model of the Mandalorian himself and Baby Yoda while recreating some scenes from the show. The convenience of this AR experience is that users can unlock it while sitting on the couch at home.
The Mandalorian AR Marketing Campaign was developed by Disney, in collaboration with Google, as a part of a promo campaign for the second season of “Star Wars: The Mandalorian”.
Another famous case of implementing AR for TV shows promotion is a campaign for the third season of Stranger Things by Netflix. It’s a collaboration of the Netflix project with the popular newspaper, The New York Times. A user had a chance to unlock AR content with the 1980s images on newspaper pages, using a smartphone. These images are Starcourt Mall ads. It’s a fictional mall, where a part of the season three plot is happening.
It’s not the first time that Stranger Things promoters use immersive technologies for the show’s promo campaign. During the first season premiere, Netflix presented a VR experience on YouTube with fans being allowed to observe the main location of the season.
Try Before You Buy: Augmented Reality Virtual Try-On
AR try-on scans the human body and allows a customer to try on digital items.
One of the most interesting use cases of implementing augmented reality for try-on is the one presented by Lacoste. In this program, a smartphone user sees both the digital model of a sneaker on their foot and a 3D installation that outlines a style of a certain shoe model.
In our article, you can read more about the technology of virtual try-on and its influence on modern retail.
Transform Your Business with Augmented Reality Marketing
Today, modern brands pay more attention to augmented reality as a marketing tool for a few reasons, including
- Improving brands and customer interaction. Using augmented reality for promotion, you make your brand and products more available for modern gadget users. Nowadays, there are over 6 billion smartphone users around the world, and it’s 83% of the whole planet’s population. So, people can learn more about your brand and new product, not taking their sights off device screens.
- Enhancing customers’ emotional connection with brands. It has long been proven that immersive technologies can cause emotional feedback in users. It is one thing when your client reads the info about the advantages of your services or goods. Another thing is when a customer can try on digital clothes or play AR games, thus adopting an emotional connection and pleasant associations with the brand. According to Invespcro, 70% of customers claimed to be loyal to a brand that uses AR.
- Increasing the company’s income. Having tested your product in AI, your customers are more likely to buy a real product. 61% of online customers said they preferred to buy items on-site after AR product testing.
- Facilitating the possibility to provide feedback. When trying on an item’s digital version, customers have a better understanding of whether this item fits them or not. According to Harvard Business School, over 30 000 items are produced annually, and 80% of them have flaws. Augmented reality offers companies to improve customer feedback and eliminate an item’s defects.
- Engaging young audience. Immersive and innovative technologies are primarily an object of interest for children, teenagers, and Z-gen youth (some media even call them AR-generation). This generation has a better awareness of modern technologies. Zoomers were literally growing up with smartphones in their hands. As data for April 2022 shows, 92% of Zoomers want to use AR for their online shopping.
Augmented reality is a powerful tool to improve your brand’s promo. It helps companies reach modern customers, who cannot imagine their lives without devices. Augmented reality also enhances the emotional connection between the brand and the audience and improves clients’ loyalty to a brand. Want to have a stronger connection between your brand and the audience? Start keeping up with the latest trends and implementing AI applications. It won’t take long before the result comes.
Dental education is a demanding discipline, requiring students to develop precise manual dexterity, particularly in preclinical restorative dentistry. In the past, students have been trained using conventional phantom heads or mannequins, offering a simulated but less tactile experience for practising procedures. However recent advancements in haptic feedback technology have transformed preclinical dental education, providing a more immersive and tactile training experience! The Importance of Haptic Feedback in Dental Education In dental education, the development of psychomotor skills is paramount. Dental students must hone their manual dexterity to perform procedures with precision and efficiency. Traditionally, students have trained on phantom heads, but these models lack the realistic tactile sensations experienced during real clinical procedures. Furthermore, the use of plastic teeth in these training models not only fails to replicate the natural variability of real teeth but also raises environmental concerns due to plastic waste. Obtaining natural human teeth for training purposes is also challenging due to ethical constraints. Haptic feedback technology has emerged as a game-changer in dental education. Haptic devices, such as Simodont, provide realistic tactile force feedback, allowing students to practice procedures on virtual patients. This technology offers several advantages: Realistic Sensations: Haptic technology simulates the resistance and pressure experienced in real clinical settings, enhancing students’ motor skills, hand-eye coordination, and dexterity. Safe and Controlled Environment: Haptic-based training allows students to practice dental operations indefinitely in a safe and controlled environment without the risk of harming a living patient. Personalized Feedback: The technology can provide personalized feedback to students, helping them identify areas where they may be applying too much or too little pressure and deviations from the proper trajectory. Limitations of Conventional Phantom Head Training Despite the advantages of traditional phantom head training, it has several limitations: Lack of Realistic Tactile Sensations: Phantom heads do not provide the tactile feedback experienced in real clinical settings, which can hinder students’ skill development. Environmental Concerns: The use of plastic teeth in phantom heads leads to plastic waste, contributing to environmental issues. Limited Reproducibility: Real patient procedures are not repeatable for practice, limiting students’ exposure to various clinical scenarios. Read also: Empowering Doctors And Patients: How Augmented Reality Transforms Healthcare How VR and AR Address These Limitations Haptic feedback devices, when integrated with VR and AR technologies, offer solutions to the limitations of traditional training methods: Realistic Tactile Sensations: VR and AR technologies create immersive virtual environments that replicate real clinical scenarios, enhancing the realism of training. Personalized Learning: These technologies allow for personalized feedback and performance evaluation, enabling students to identify and correct errors in real-time. Unlimited Reproducibility: VR and AR enable students to practice procedures repeatedly in diverse and realistic scenarios, ultimately improving their clinical competence. The integration of haptic feedback technology in dental education, especially when combined with VR and AR, has revolutionized preclinical training for dental students. It addresses the limitations of traditional training methods by providing realistic tactile sensations, personalized learning, and unlimited reproducibility!
Navigating the intricate maze of technological progress and human engagement reveals a constantly shifting terrain. Haptic devices stand out as the vanguard in this revolution, and WEART is undoubtedly leading the charge. In this expanded discourse, we at Qualium Systems, specialists in custom IT engineering, explore the engineering marvels and the expansive business applications of WEART’s pioneering haptic technology. The Technical Ecosystem: A Deeper Dive Hardware Innovation: More than Just Touch WEART’s devices go beyond mere simulation to recreate tactile sensations intricately. The wearables make use of cutting-edge actuators and sensors to offer a wide spectrum of tactile experiences, from the velvety softness of a petal to the ruggedness of a rock. 1. Actuators: Employing both mechanical and electronic components, actuators deliver precise tactile feedback. They play a crucial role in mimicking various textures, thermal cues and forces, pushing the boundaries of what users can ‘feel’ digitally. 2. Sensors: These aren’t your everyday touch sensors. WEART’s sensors can detect minute changes in pressure and movement, making the haptic interface responsive and incredibly realistic. Software Engineering: Facilitating Haptic Integration Qualium Systems takes pride in offering SDKs compatible with both Unity and Unreal Engine, making the integration of WEART’s groundbreaking haptic features easier than ever. 1. Unity & Unreal Engine SDKs: These engines are favored by developers for their ease of use and flexibility. Our SDKs are tailored for these platforms, offering rapid prototyping and high-fidelity rendering capabilities. 2. Custom APIs: Our SDKs come with a range of APIs that allow you to fine-tune the haptic experience to align with specific use-cases or requirements. 3. Data Analytics: The SDKs also include telemetry functions that capture key metrics. Businesses can assess user engagement in real-time, modifying experiences for better interaction. Expanded Case Study: The Transformational Power of Haptic Technology in VR Chemistry Lessons A Paradigm Shift in Science Education Our VR Chemistry Lessons App is a landmark example of how WEART’s haptic technology can revolutionize education. Typically, the teaching of chemistry has relied heavily on theoretical knowledge, supplemented occasionally by lab experiments. The WEART-enabled VR Chemistry App changes this equation dramatically. 1. Molecular Vibration: For the first time, students can tangibly feel the vibrations and movements of molecules, providing an entirely new dimension to understanding kinetic energy. 2. Chemical Reactions: Imagine the educational impact of feeling the heat dissipate in an exothermic reaction or the sudden cold in an endothermic process. It’s not just theory; it’s practically hands-on learning. 3. Substance Interaction: Different elements and compounds come with unique textures and properties. Our app lets students ‘touch’ these materials virtually, further enriching their understanding. The Birth of Dynamic Learning Environments The integration of WEART’s technology moves education from a unidimensional, rote-learning model to a multi-sensory, experience-driven paradigm. This shift is monumental in helping students better retain and apply complex scientific concepts. Business Implications: Why This Matters to You Economic Efficiency: Beyond Cost Savings Integrating WEART’s haptic devices significantly reduces the overheads associated with conventional training methods. Virtual reality setups eliminate the need for physical resources and spaces, making training efficient and cost-effective. Customer Experience: A New Frontier Introducing a tactile component to your services enhances the overall user experience. Whether it’s a virtual showroom or an online educational platform, the added layer of tactile interaction can make your services unforgettable. Competitive Strategy: The First-Mover Advantage In a market that is continually evolving, early adoption of new technologies like WEART’s haptic devices can give you a significant edge. It’s not just a matter of staying current; it’s about leading the charge in the new age of digital interaction. Final Remarks: The Road Ahead The amalgamation of WEART’s groundbreaking haptic technology with Qualium Systems’ expertise in software development is a game-changer. Whether you’re an innovator in the technical sphere or a forward-thinking business owner, the era of multi-sensory computing has arrived. The scope of what this technology can achieve is only limited by our imagination. At Qualium Systems, we’re excited to be your partners in this exhilarating journey into the future.
Today, modern technologies provide incredible opportunities in numerous areas, including the hotel business. This technology creates a deep connection between the guest and the hotel, overturning the usual idea of hospitality. Virtual reality allows you to surprise guests with immersive unique experiences that are not only exciting but also facilitate the activities of the establishments themselves. In this article, we’ll look at how virtual reality revolutionizes the hospitality industry and helps to deliver unparalleled guest experiences. Exploring Diverse Dimensions of VR in Hospitality There are several main areas where virtual reality is most often used in the hotel industry, including virtual tours, staff training, and VR entertainment. Enhancing Guest Experiences through VR VR hotel tours are one of the most popular directions where virtual reality is typically when dealing with hospitality. Before checking in, guests can take a trial visit to the property in VR to assess the hotel environment. This technique will help to better understand where exactly they want to stay, in which room, and whether this hotel meets the requirements. “One of the reasons why VR marketing has taken on a viral tone, arises from the fact, that guests will be provided with a hands-on point of view when making an important booking decision. Using such technology clearly illustrates that the property in question is keeping abreast of the latest digital trends. Today, VR tours can be easily placed on an online platform, through the rise of cost-effective software packages,” according to Keystone Hospitality Property Development. For example, the Atlantis Dubai Virtual Tour shows future customers what the hotel looks like, starting with the exterior and ending with the appearance of the hotel rooms. The experience was filmed in the 360o format. Thriving Frontier of VR Entertainment in Hotels Once your guests have checked into their hotel rooms, they should receive high-quality entertainment offered by the hotel chain itself. These can be virtual reality rooms for guests to spend their free time. For example, the Polish spa resort Czarny Potok also has a virtual reality room where visitors can play various games in VR headsets. In addition, virtual reality can be used as a preview of real entertainment available. Before your guest tries, for example, sightseeing, they can get a preview of a tourist destination they could go to. Consider a VR tour of the ancient city of Petra in Jordan. Read also: Virtual Tours of National Parks. Discovering Nature’s Beauty through AR and VR Navigating Future of Hotel Reservations through VR Another area of virtual reality that is developing in the hotel industry is VR booking. Similar to virtual sightseeing, a user can see the chosen vacation spot for themselves, though the range of possibilities of VR booking is wider. So, a VR headset user sees a digital globe of the Earth in front of them and decides on the point where they want to go. Next, they interact with a 3D model of the plane, which clearly shows the seats that can be reserved. Moreover, there is an opportunity to rent a car and choose the price of this rental. With virtual booking, users can select a payment method by scanning and adding a digital credit card. Virtual booking from Amadeus IT Group provides such options to users with VR glasses. VR’s Role in Transforming Hotel Staff Training In the hotel industry, virtual reality is used not only to serve customers but also to improve customer service. Virtual reality training, which fully reproduces the real work environment in digital reality, is an effective tool to improve the efficiency of hotel staff. For example, the Best Western Hotels chain recorded a 71% decrease in the number of customer complaints after the introduction of VR training. Virtual training is already used by the famous Hilton network. In this training, employees use VR headsets to immerse themselves in the digital space that reproduces the hotel.There, they perform various tasks typical for the hotel staff: cleaning the room, preparing a cart with lunch, and checking in guests. The integration of virtual reality marks a revolutionary step towards improving the guest experience and redefining the hospitality industry. With the introduction of virtual reality in hotels, guests are no longer limited by physical boundaries. Virtual tours of hotels and attractions allow them to go on exciting journeys and explore these places without leaving their homes. Once a decision is made, users can completely organize their own trip through VR booking in a gamified form. Virtual reality in the hospitality industry has also paved the way for more comfortable and faster service with the help of VR training for hotel staff. The combination of technology and hospitality has created a new dimension of travel planning where potential guests can virtually walk through hotel rooms, imagine their stay, and make informed decisions. Image: Freepik