OOH Marketers Are Missing Out on Augmented Reality: A New Era of Advertising

As the advertising landscape evolves, Out-of-Home (OOH) marketers face a crucial decision: adapt to new technologies or risk falling behind. One of the most exciting opportunities in digital advertising is augmented reality (AR). Despite its proven benefits, many OOH campaigns have yet to fully embrace AR, missing out on a chance to engage targeted audiences more deeply and enhance brand awareness. This article explores why OOH marketers should incorporate augmented reality into their strategies and how it can transform their campaigns.

The Evolution of OOH Advertising

Out-of-home advertising has been a staple of marketing strategies for decades, with billboards, transit ads, and posters populating our real-world environments. The shift towards digital out-of-home (DOOH) advertising has modernized these traditional formats, allowing for dynamic content that can be updated in real time. However, the integration of AR takes this innovation a step further, merging the physical and digital worlds to create immersive experiences that capture consumer attention like never before​​​​.

What Is Augmented Reality in OOH?

Augmented reality enhances the real world by overlaying digital information or images onto physical environments through a device like a smartphone or AR glasses. In the context of OOH advertising, AR can transform static ads into interactive experiences, allowing consumers to engage with brands in meaningful ways​​​​.

AR Billboards and Murals

AR billboards and murals are innovative solutions that bring advertisements to life. These installations can display animations, videos, or interactive games, providing users with an engaging experience that extends beyond traditional advertisements. For instance, an AR mural might allow passersby to use their phones to reveal hidden elements within the artwork or interact with the advertisement by tapping on the screen to learn more about a product​​​​.

QR Codes as Entry Points

QR codes are an effective tool for integrating AR into OOH campaigns. By scanning a QR code with their smartphone, consumers can access augmented content related to the ad, such as product information, promotional videos, or interactive features. This enhances the consumer's experience and provides valuable data on engagement and interaction​​​​.

Benefits of AR in OOH Advertising

Enhanced Engagement

AR's immersive nature significantly boosts engagement rates. Consumers are more likely to interact with an AR-enabled ad, leading to higher recall and longer impression durations. This increased engagement is crucial for advertising marketers aiming to capture the attention of distracted audiences​​​​.

Improved Brand Awareness

Augmented reality has the potential to elevate brand awareness by creating memorable experiences. When consumers interact with AR ads, they are more likely to remember the brand and share their experiences on social media, amplifying the campaign's reach​​​​.

Targeted Audiences

AR allows advertisers to create personalized experiences that cater to specific audiences. By leveraging data and analytics, brands can tailor AR content to resonate with different demographics, ensuring the right message reaches the right people​​​​.

Challenges and Considerations

Despite its advantages, integrating AR into OOH campaigns does present challenges. One of the primary hurdles is the need for technological infrastructure, such as AR-capable devices and software. Marketers must also consider the costs associated with developing AR content, which can be higher than traditional advertising formats​​​​.

AR technology has a learning curve, don’t expect to ride the wave if you don’t know how to surf. Brands must find a good AR development partner to ensure their brand can effectively create and manage AR campaigns​​​​

Case Studies: Successful AR OOH Campaigns

Several brands have already leveraged AR to great success in their OOH advertising efforts:

The NBA's AR Filters

The NBA's 75th Anniversary campaign utilized AR filters on social media platforms like Instagram, generating over 30 million impressions and creating a buzz among fans. These filters allowed users to engage with the NBA brand in fun and interactive ways, highlighting the power of AR in driving brand engagement​​​​.

The Electrify Detroit AR Mural Festival

This festival featured 14 permanent AR murals created by local and international artists. The interactive murals encouraged public participation, resulting in over one million impressions and demonstrating how AR can be used to draw attention to community projects​​​​.

The Future of AR in OOH Advertising

As AR technology advances, its applications in OOH advertising will expand. The rise of AR-capable smartphones and devices, combined with decreasing costs and improved accessibility, will make it easier for brands to incorporate AR into their advertising strategies​​​​.

In the future, we can expect to see more innovative uses of AR in OOH campaigns, such as:



• Personalized Ads: Tailoring AR experiences based on user data to create personalized and relevant content.
• Real-Time Interactions: Using AR to provide real-time information and interactions, such as product availability or location-based offers.
• Integrated Campaigns: Combining AR with other marketing channels to create cohesive and immersive brand experiences​​​​.

Conclusion



Out-of-home marketers are on the cusp of a new era of advertising, where augmented reality offers unprecedented opportunities to engage consumers, boost brand awareness, and drive sales. By embracing AR technology, advertisers can create memorable and impactful campaigns that resonate with targeted audiences. As the advertising landscape evolves, those who adopt AR will be well-positioned to lead the way in digital and OOH advertising innovation.

With AR's potential to transform the advertising industry, marketers should explore how this technology can enhance their campaigns and elevate their brand in consumers' eyes​​​​.