Modern digital marketing has taken new twists, and one of the spurring factors over the years is the integration of augmented reality (AR) and virtual reality (VR). These technological devices bridge the gap between experience and action while allowing your audience to live the moment digitally.
According to Statista, the combined market value of AR and VR is around $32 billion, highlighting its rapid adoption. A report from ThinkMobiles shows that 55% of consumers prefer AR-integrated shopping, whereas 40% say they’re more likely to pay for a product that offers an AR experience.
Image source: Exploding Topics | 24+ Augmented Reality Stats (2024-2028
As consumers’ demand for ethereal experiences using these innovations grows, you must integrate them into your marketing strategies. This article will show you how to do that.
Using VR to Enhance Product Ads
Paid advertising has always been a popular way for businesses to create awareness, generate leads, and bring in sales. But most ads are skipped. In a recent survey, about 65.9% of app users skipped in-video ads if there was an option to do so after a timeframe, whereas only 19.7% watched the ads if they were relevant to them.
A study by ORC also shows that 90% of users skip pre-roll ads that appear before a video while avoiding sites that bring these ads up. Moreover, over 31.5% of use ad blockers. These stats are unsurprising, given that most advertisements are often intrusive, disconnected, and irrelevant.
Image source: BACKLINKO | Ad Blocker Usage and Demographic Statistics
Simon Healy, Director at Wardrobe Warehouse, believes that “Consumers don’t need or want ads that lack a feel and provide no immersive experience. It’s just like any other jargon that pops up on their screen. And that’s one of the areas VR can prove effective for marketing.”
With over $4.9 billion in existing market value and a current 2.5% user penetration, virtual reality (VR) is expected to reach approximately 207 million users. Most users in the US also spend an average of 19.7 minutes with the device.
Therefore, creating VR-marketing content for your product ad is an opportunity to increase their screen time and effectively boost reach.
For instance, imagine creating a VR demo of your PC (laptop) game and promoting it to your VR-inclusive audience. Compared to watching it on a mobile or desktop screen, they can easily experience the game’s immersive environment, mechanics, and visuals firsthand, enhancing engagement and driving purchase intent.
“Of course, VR-designed ads are only effective if your audience is part of the demographics adopting VR for use. So, you have to analyze your target audience’s preferences, behaviors, and technology adoption rates to ensure VR aligns with their interests and accessibility”, Jesse Hanson, Content Manager at Online Solitaire & World of Card Games, adds.
Boosting Conversions With AR-powered Try-Ons
Toni Farrell, Marketing Manager at Coastal Motorhomes & Caravans, says, “Augmented reality (AR) enables users to interact with digital elements and combine them with their physical environment. This is more immersive than VR, which only transports you into a digital world you cannot interact with.”
In real-time applications, businesses like Sephora have already implemented AR-powered e-commerce trends like Try-Ons. The beauty business provides a virtual artist equipped with a facial recognition feature and allows you to test make-up products, such as eyeliners on your face.
As this technology evolves, it becomes clear how business will change in the future: more immersive and personalized customer experiences will become the norm, changing consumer interactions and purchasing behavior.
Gucci also featured a try-on for its shoe products in 2019. Customers simply need to point their camera toward their feet, and the app automatically overlays them with their preferred shoes. Others, like IKEA’s Place app, let you overlay furniture in your space before ordering it.
Image Source: Youtube | AR Try-on for Gucci New Sneakers
With over 91.7% of GenZers embracing the AR trend for shopping, more brands are likely to follow suit. So, you also need to hop on this train to boost your marketing campaigns and avoid lagging behind.
Image Source: The AR & VR market is worth an estimated $32.1 billion (Statista)
Lifei Chen, Founder at buysmart.ai, suggests, “Develop an AR feature within your mobile app or website that allows customers to visualize how products look on them in real-time. Use this as a lead magnet by promoting it like Gucci did through social media ads and email campaigns. This will help create awareness and also improve consumers’ shopping experience.”
Leveraging VR for Virtual Brand Tours
Brand tours are nothing new. Organizations like Tesla occasionally offer factory tours to woo users and persuade investors to commit more. But that’s often a bogus process, as not everyone will have the luxury of time or money to travel to your company’s location.
Instead, create VR content like immersive brand walkthroughs that showcase your company’s story, behind-the-scenes processes of product development, and a glimpse into your company culture.
“Once done, promote this experience through your website and VR-enabled platforms to build transparency and deepen customer trust while creating a memorable impression of your brand. This approach saves you money, is more accessible to your audience, and the experience can always be relived”, Alistair Flett, Managing Director at Pronto Hire.
Wrapping Up
Consumers now want an experience they can participate in. AR and VR technologies make that possible if used right. Use VR to create immersive product ads and offer brand tours. Also, embrace AR to bridge audience-product interaction through Try-Ons like Sephora and IKEA.
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