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Digital Marketing


Augmented Reality in Product Advertisements

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Advertisements are everywhere: they’re plastered to the sides of trains, buses and even buildings. They light up smartphones, computers, TVs– and soda cans? Through augmented reality, Onysus technology can modify any product into an advertisement. By simply placing a phone in front of a soda can, for example, customers can see a layer of virtual information, such as additional nutrition facts and contest prizes. Unlike ordinary ads, these virtual product layers require customers to have an awareness of the technology before using it. In other words, they cannot be seen by the standard shopper. Because of this, companies are required to foster excitement and curiosity in their audience. Without a bit of intrigue and reward, people would not buy the app and the product would be unsuccessful. Fortunately, most companies that employ virtual reality in their ads are aware of this. When they advertise their app, they also advertise an experience. Soda drinkers, therefore, know that when they purchase the app, they are investing their time and money in much more than just a soda can.

Heineken Beer Augmented Reality Interactive Campaign

In 2013, Heineken Beer launched an augmented reality project for exclusive customers. By downloading a loyalty app and then scanning a bottle with a smartphone, Heineken fans could enter for the chance to win a trip to Las Vegas for the Latin Grammy Awards.

Samsung Creates Interactive Campaign For Avengers: Age of Ultron

Just before it’s release in 2015, Samsung and Marvel teamed up with 72andSunny to create a fan-based mobile campaign for the film, “Avengers: Age of Ultron”. The ad, which also promoted the company’s Gear VR headset and ambassador athletes, featured a series of battle episodes for Samsung users and Avengers fans to follow. According to Jamie Park, Samsung Electronics Director of Global Marketing, a promotion of this caliber had never been done before.


Shareability: Social Media Meets Augmented Reality Ads

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With so many products to choose from, shopping online can be daunting. Unlike in a store, the online shopper does not have help to find the products they are looking for. Additionally, there is no way for shoppers to try on the products they purchase. Once they click “order”, all they can really do is hope for the best. Personalized ads address both of these issues by allowing people to see themselves wearing products they like before they even begin shopping. Onysus technology helps companies create ads that are tailored to fit the customer’s style and appearance. Suddenly, the long, daunting process of online shopping is made much simpler, and customers are shown the products they want without any hassle.

Imagine scrolling through your Facebook feed, countless statuses and photo albums a blur. You glance at an ad to the right of your screen for a makeup company whose website you’ve recently visited. You see a figure wearing the makeup products–a model, you assume. With a closer look, however, you realize that there is no model: it’s you in the ad. Your face is painted with soft blush and a bright eyeshadow that match your skin tone perfectly. The ad is meant just for you! Do you click on the link? Do you buy the products? The face-tracking technology used in companies’ ads essentially behaves like a salesperson: it promotes products while giving customers professional advice at the same time. Unlike traditional ads that are produced regardless of who sees them, these digital campaigns are altered to fit the needs of each individual client. Therefore, two online shoppers can see entirely different ads for the same product. Suppose you have just come across a personalized Facebook ad for the first time; wouldn’t you show your friends what you’ve discovered? Many online shoppers do. Shareability is yet another benefit of using Onysus technology with social media. Since personalized ads show up on Facebook, Instagram, Snapchat and Twitter feeds, users can easily spread the ads themselves. In return, companies receive positive feedback on their advertisements and production can continue. Simply put, customized ads can be reached- and appreciated- by more people than just one intended shopper.

HBO Creates Augmented Reality Facebook Ad For True Blood Fans

At the time of the True Blood season four premiere, HBO wanted to create a way for fans to connect with-and celebrate- the show. The result was the “Immortalize Yourself” Facebook application, which allowed fans to insert themselves into plotline videos for episodes. The interactive application could also be easily shared among Facebook users.

Top Shop Launches Virtual Reality App For Shoppers

Top Shop recently launched a color-changing app that enabled customers to scan an article of clothing that they liked, and then switch around the colors. This mobile app not only enabled customers to view clothing options other than what was shown in the physical store, but also gave people more of a reason to visit one of their locations.

IKEA Creates Catalogue App Using Augmented Reality

In 2013, IKEA launched a virtual catalogue that allowed customers to arrange furniture in their homes before making any purchases. The app was designed to use the exact measurements of each user’s home in order to find products that would best fit. Therefore, shoppers could be certain they bought the right furniture for their homes.


Audience Measurement: Targeting The Right Audience For The Right Ad

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Imagine that you are watching television with your mom and younger sister. The show ends, the screen fades to black and a commercial begins. You expect it will be the usual car commercial-one you would normally mute. To your surprise, however, an ad for a new pair of heels plays instead. Your mom and sister seem just as attracted to the sleek shoes as you are. Imagine that the ad was picked for the three of you to see, and your gender and ages determined it. Would you press the mute button this time?

Targeting An Audience Based On Physicality

The average person sees about 5,000 ads each day. Therefore, an ad must stand out in order to be effective. If people only saw ads that were tailored to their interests, wouldn’t they be more inclined to make a purchase? Of course. Through audience measurement technology, companies can personalize digital signage to their audience members- a process also known as narrowcasting. This customization means that more people will be satisfied by what they see in ads- from their televisions, to stores, to their smartphones. Two steps are involved for this technology to work. The first part of this process requires an understanding of the demographics of each person viewing an ad, such as age, gender, nationality, race, and physical features, all in real-time. With a simple camera and specialized face-recognition technology, the face data of each audience member is scanned and translated by advertising companies. Once a person in front of the screen is scanned, an ad that matches their presumable interest will play. For example, since a teenage boy would most likely not be interested in makeup, there would be no point in advertising beauty products to him. It’s much more likely that he would be interested in purchasing baseball bats, on the other hand. In short, this technology allows advertisers to see what kind of audiences their ads are reaching so that in return, they can target the right people. Is there a woman present? Perhaps she would prefer to see an ad for jewelry than an ad for a beer brand. Is she a young woman? Did she find interest in the jewelry and for how long? Though these may seem like very precise questions, advertising companies need to investigate as much as they can about their audience in order to achieve high satisfaction. With a simple scan of the audience in real-time, advertising companies can read the general characteristics of the people who are watching and similar questions are quickly answered. It is important to note that while the age, gender, nationality, and even emotional state of audience members are tracked, the privacy of each audience member is always preserved.

GLADvertising: Tracking The Emotional State Of An Audience

Determining the emotional involvement of an audience is just as important as pinpointing their age and gender. Suppose, for example, after a bad day at work, a young woman sits down to watch a bit of television. A commercial for a tropical resort comes on and suddenly, her screen is filled with lively music and cheerful families playing in beds of sand. Suddenly, she feels a bit better. Though it may seem coincidental, the placement of such an advertisement is not unplanned. Gladvertising, or the emotional tracking of audience members, is used by advertisers to calculate how effective their ads are. The special technology, which is also installed in television screens, uses a face-tracking algorithm to track movements of the eyes and mouth. Up to six expression patterns, including happiness, anger, sadness, fear, surprise and disgust are recognized in audience members. As advertisers know, a person will only sit in front of a commercial for so long before changing the channel, or leaving the room, if they are not interested. Therefore, if an individual only sees what intrigues them, or what is most emotionally pleasing, they will be more likely to watch the commercial from start to finish. In this case, consumers control the advertisements that they see without even realizing it.