AR Advertising: A Bold Bet for Brand Success: Nirvi Jain

Authored by Nirvi Jain, Co-founder at ARtmeTech

Augmented Reality is no more a distant actuality. Consumers and Marketers have very well acquainted themselves with the effects and experiences. Meta technologies have seen a boost with the onset of AR technology, whereby 750 Million people use AR effects across Meta

technologies every month. 70% of the consumers are either satisfied or very satisfied with their AR experiences.

AR effects are created with remarkable capabilities and features that intensify the consumer's understanding of the product. But only a niche amount from the target audience can utilize the effect. So, to reach a broader audience, AR Ads will actively help attain that.

But first, it is essential to understand how the workflow of an AR Ad works.

The initial step is to make the AR effect through Meta Spark Studio. It is convenient and easy to use.

Second, you publish it on the Meta Spark Hub. There, you will have to upload your effect on both sections. One is for the filter to appear on your brand profile. And second, for it to appear on your Ad promotion. You can give a unique name to your experience.

Once your effect is accepted, your next move is to go to Ads Manager.

Create a campaign and select all the required information. Voila! Your Ad will be live and reach the set target audience.

We discussed AR ads through the lens of a marketer. But it is equally essential to understand

what makes the consumer start from the discovery stage to the conversion stage. And how do AR ads frame the consumer perspective right.

The stage of Discovery-

The first step of awareness is where the consumer’s quest begins. There is an availability of AR effects that they have come across and got to know about the product. Their mind is all over the place, there are potential options in abundance, and they want to try them out before they decide to buy.

The idea of potential consideration-

A consumer is ready to take the leap but with a little bit of pushing. The right visual treat for the eyes always takes things to the next level. A virtual try-on feature that gives the consumer an insight into how the product would look like if they decide to buy.

The endgame–the conversion level-

Where the consumers are 100% ready to purchase, but they could still abandon their shopping cart in search of better deals. Hence, it is crucial to remind them why they were here in the first place. This is precisely where AR Ads makes their decision process seamless and easy.

The process of discovering the product through AR experiences, potentially considering them, and getting convinced by the AR ads to give this product a cart to go.

That being said, we understood how an AR ad works and how it is made and published. Now let us take you through how AR ads have successfully delivered the audience an experience.

Vivo India leveraged AR to simulate the offline retail experience with the help of AR ads and video ads. The audiences could experience the virtual launch of Vivo’s new V19 phone. The virtual event helped the brand engage with customers meaningfully and boosted awareness.

Another example where Flipkart launched a virtual shopping assistant in a brand new avatar,

“Big B” to drive offer discoverability for Big Billion Days 2022. It was a Metaverse-inspired 3D avatar of India’s biggest celeb – Big B, inside an immersive AR experience where he welcomes users in his iconic style and voice to play a game where users can unlock the sale's best deals.

But if we talk about a brand that started from the level of discovery to the level of conversion, then it would be Sokos, an e-commerce site for cosmetics. Their new campaign, with the impact of AR on their sales, brought down the CPA by 69.4%.

With advancements in technology and constant evolution, we at ARtmeTech, a creative technology firm, are always on our innovative stance and emerging into the world of AR effects and ads. With technology comes a world full of possibilities.