Augmented reality in advertising: its impact and benefits on modern marketing

Advertising is constantly evolving as new technologies are incorporated. One of the most innovative is augmented reality (AR), a tool that allows for the development of interactive experiences that connect consumers with brands in an immersive way. Understanding how it works and its applications can make a significant difference in an increasingly competitive market.

How is augmented reality used in advertising and marketing?

Augmented reality has been progressively incorporated into advertising and marketing strategies with the aim of generating greater interaction between brands and audiences. Its application allows integrate digital elements into physical environments via mobile devices, screens or smart glassess, opening up new possibilities in campaign creation.

Some of the different ways AR is used in advertising and marketing:

• Interactive print advertising: Incorporating QR codes or visual markers into magazines, brochures, or posters that activate additional digital content when scanned.
• Enhanced packaging: Product packaging that, when focused with a camera, displays animations, instructions, promotions, or other digital content.
• Try before you buy (virtual try-on): Simulation of products such as glasses, makeup, clothing, or furniture in real time to facilitate decision-making.
• Events and brand activations: Interactive experiences at trade shows, retail outlets, or public spaces to increase visibility and audience engagement.
• Social media campaigns: AR filters and effects integrated into platforms like Instagram, Snapchat, or TikTok to generate shareable and viral content.
• Geolocation and immersive experiences: personalized content based on the user's location, integrating AR with maps, tours, or urban gamification.

Impact of augmented reality in advertising

The integration of augmented reality in advertising has transformed certain aspects of the link between consumers and brand contentBy changing the way information is presented and how it is interacted with, this technology introduces new dynamics to the advertising experience.

• Alteration in attention patterns: The inclusion of visual and digital stimuli superimposed on the physical environment changes the way people direct and sustain their attention when faced with an advertisement.
• Reconfiguration of the role of the spectator: AR requires actions on the part of the user, shifting their traditionally passive role to a more active participation in the advertising experience.
• Conditioning of message perception: The format and technology used influence how the content is interpreted, introducing visual layers that can modify the reception of the message.
• Variation in recall levels: Exposure to interactive formats can create a different imprint in the consumer's memory compared to static or unidirectional formats.
• Interaction with space and context: By overlaying the physical environment, AR introduces contextual variables into the experience, which can affect how the message is processed depending on the user's location, time, or situation.

Benefits of augmented reality (AR) in advertising

The use of augmented reality in advertising can provide different advantages in the execution of campaigns, especially in relation to interaction, content personalization and adaptation to new consumer environments.

• Increased engagement: By encouraging direct interaction with the content, AR can increase the user's level of engagement with the campaign.
• Personalization of the experience: It allows messages or visual elements to be adapted according to the user's preferences, behavior or location, facilitating more segmented communication.
• Integration with mobile devices: Its compatibility with smartphones and tablets makes it easy to implement in digital campaigns without requiring complex infrastructure.
• Creative versatility: It expands the possibilities for designing advertising experiences, allowing for the development of unconventional formats.
• Measuring interaction: Many AR applications allow you to record real-time usage metrics, making it easier to analyze audience response and optimize campaigns.

Challenges and disadvantages of augmented reality in marketing

While augmented reality offers new possibilities in the advertising field, Its implementation entails certain technical, strategic and operational challenges that should be considered when designing a campaign. These factors can influence its reach, effectiveness, and viability.

• Technological infrastructure: Its use depends on compatible devices and stable connections, which may limit its accessibility in certain contexts or user segments.
• Development costs: Producing AR content often requires a higher investment than traditional formats, especially when looking for graphic quality or advanced features.
• Learning curve: For both users and creative teams, the incorporation of AR can involve a stage of adaptation in terms of the use of tools and understanding of the format.
• Technical and compatibility limitations: Not all platforms, browsers, or operating systems offer the same level of support, which can lead to inconsistencies in the user experience.
• Risk of saturation or lack of added value: If AR is not integrated in a way that is consistent with the campaign's objectives, it may be perceived as superficial or unnecessary.

Examples of augmented reality in marketing

Various Brands and sectors have incorporated augmented reality into their marketing strategies. with objectives ranging from product visibility to generating interactive experiences. Below are some representative examples of its application:

• IKEA Place: The application allows you to visualize how furniture and decorative objects would look in a physical space through real-time overlays, facilitating purchasing decisions from the home environment.
• Pepsi Max – “Unbelievable Bus Shelter”: installation at a bus stop that integrated AR to project fantastic images onto the street, combining outdoor advertising with real-time immersive experiences.
• L'Oréal – Virtual Try-On: Implementation of online virtual fitting rooms that allow users to experiment with makeup or hair color from their mobile devices before purchasing.
• Burger King – “Burn That Ad”: campaign that used AR to virtually “set fire” to competitors’ ads, encouraging app downloads and using the format as a fun and promotional tool.
• Nike Fit: A tool that uses AR scanning to help users find their exact shoe size, integrating technology into the purchasing process and reducing errors in online orders.

Mastering tools like augmented reality allows future marketing and advertising professionals to operate competently in an increasingly dynamic and technological environment. Miami Ad SchoolWe orient training toward an up-to-date practice that prepares students to lead innovative projects and judiciously manage emerging creative resources.