Over the past few weeks I’ve found several reports from companies that have investigated the effect of using augmented reality on sales.
Based on their conclusions I can only say that NOW is the time to start investing in Augmented Reality and ride the train while it’s attention grabbing qualities are at their peek.
Hidden Creative Ltd. did an experiment with 200 people. They showed 100 people a normal printed ad of a toy and 100 other people an augmented reality enabled ad for the same toy.
After that they asked these people 2 questions:
- Would you consider buying this toy for a child?
- How much would you consider paying for the toy?
The results speak for themselves.
|Ad type||Likelines to buy||Estimated retail value|
Craig Kolb wrote an article for Bizcommunity.com titled “Augmented-reality print ads: Are they worth it?” showcasing the results of an AR powered advertisement by Mercedes.
In this ad the viewer points his telephone to a printed advertisement in the newspaper showing “the cockpit” and the road ahead as if he were driving that particular car and gets to see what happens in the rearview mirror when a somewhat aggressive driver pulls up behind and annoyingly starts flashing his lights.
Kolb’s broad and objective article shows that above average attention was payed to the advertisement’s content and an impressive 63% of the viewers bothered to proceed to watch the video.
Regarding Brand linkage: A remarkable 86% of the viewers recalled that it was a Mercedes advert.