Facebook is testing augmented reality for ads with a selected brand number and soon this method could expand too many other advertisers. What is the potential of AR ads in marketing?
And if the perfect testimonial on Facebook were you thanks to the AR Ads?
It is not a competition or a job posting, but one of the innovations that the social company founded by Zuckerberg is introducing recently.
Let’s clarify immediately: Facebook is offering a selected number of advertisers access to augmented reality (AR ads) ads published in the news feed and is testing a new tool that will help brands create mobile video ads using existing images and video clips.
A premise is a must: after the controversial launch of the Google Glasses, in Italy the debate on augmented reality has died a little. Especially with regard to the use of this technology by users.
But this does not mean that companies have stopped believing in the new opportunities and business frontiers that the AR has made available.
Indeed, it is worth pointing out that this technology, already used in very specific fields such as medical and military, reached the general public at the end of the first decade of the new millennium both as augmented advertising communication campaigns and through an ever increasing number of applications for smartphone.
The level of precision and the number of information that can be obtained from the AR has grown and companies have begun to invest in AR systems to promote their brand and their products / services.
How augmented reality works for Facebook ads
But how does augmented reality work exactly for Facebook ads?
In part, this system has already been used in the promotional campaign by the fashion brand Michael Kors that allowed users to “try” and then buy sunglasses (see photo).
AR ads will be tested by a variety of brands in the fashion accessory, cosmetics, furniture, games and entertainment markets.
The augmented reality element of the ads uses the effects of the camera so that users can virtually try different aspects of a product and then perform an action through the ad.
“Tap to try it” is the call to action. Thanks to Augmented Reality, from now on Facebook advertising of clothes and fashion accessories will become a sort of virtual dressing rooms where users will be able to try and wear the products advertised by interacting with digital versions of fashion accessories, cosmetics and furniture.
AR: a new frontier for marketing and online purchases
After all, the marketing logic behind this choice is very simple: what is the best way to try to promote and sell an accessory other than to test it directly on your own features?
After all, this has been the only limit until now, if we can define it this way, of the online sale of clothes and fashion accessories.
“I should see how it is once worn.” How many women (but also men) have already put in their cart a shirt or a pair of trousers but at the moment of concluding the purchase they give up because they are undecided and held back by that “I don’t know how it fits me”?
In part, this limit has been circumvented by many brands by offering fast and free return conditions. But we are talking about circumventing a limit. Augmented reality allows you to overcome this limit once and for all.
After all, the camera of our smartphones and the related management software includes many filters. And on the App store and Google Play there is no shortage of apps that allow extremely realistic photomontages thanks to augmented reality systems.
Just think of games with millions of downloads like Pokémon Go or, more recently, Jurassic World and PUBG.
Only this time we are talking about products “in the flesh”, that is to say purchasable.
The growth potential of the Augmented Reality market is exceptional. It could reach 120 billion dollars in 2020 with an annual growth rate of + 180% according to a Digi-Capital research conducted). The marketing-oriented AR, for users represents an enormous attraction that will allow to improve the promotional and purchase experience of the products.
Gloria V. Mitchell is a specialist in content marketing, she has a vast experience in writing different content on various topics. Currently she is associated with the leading Corporate Video Production Services provider in Dubai. In a meantime she also manage her own blog and reading books.