Is Your Agency Ready for the Next Digital Communication Channel Revolution Today?

By Alen Paul Silverrstieen

Ad
agencies are at the front of the battleground for consumer activation and
engagement with brands and sports teams focusing on measurable ROI for all
marketing campaigns.  Agencies had been
previously focused targeted campaigns on websites, then social media, and now
comes mobile Augmented Reality (AR).  With
an estimated 4 billion plus mobile phones being used around the world, AR has a
unique advantage to provide direct consumer interaction with focused campaigns
which can be dynamically managed and reported.

According
to Statista, the digital advertising revenue worldwide is expected to achieve
$330 billion.

Augmented reality
advertising and promotions are immersive and engaging, which generates
emotional connections with consumers. By providing a mobile interaction,
consumers enjoy brand messaging similar to a gaming experience. Ultimately,
this builds brand awareness, which is shared on social media and conveys an
overall positive message to the target audience. Using AR to bring logos to
life with video messages or animated objects provides a dynamic platform to
continually convey a corporate message and/or the benefits of a product or
service effectively and easily.

Augmented
reality uses a mobile app installed on your iOS or Android device. When consumers
point their phone at a trigger (such as an object, sign, logo, picture, image
or a GPS address), the app delivers content overlaid on the real world that
person can see by looking at their phone. Consumers can then view or retrieve coupons,
messages, commercials, logos and videos that support the sponsorship campaign.

With Augmented
Reality, agencies can:

Bring a catalog, print advertisement, or brand package to life by using AR to offer special content, videos and even coupons.Use an AR story (scavenger hunt) to encourage consumers to engage with a brand throughout a physical or digital location and enter a sweepstake to win a prize.Advertising and promotional content can easily be changed anytime to promote specific campaigns, seasonal programs, or other special engagement opportunities.

Although many agencies know how to develop
great brand campaigns, they struggle with measuring and documenting how
effective they are for clients. Imagination Park’s XenoPlay mobile app can
provide agencies with activation details about who has viewed their ads, duration
of engagement, and location of experience, for example. The agencies can also
send those details sent to the clients for further campaign fine-tuning and
enhancement. 

Comprehensive AR platforms capture all of
the analytics and data of each consumer AR engagement including email addresses
as well as where and when they activated. Companies can then use that
information to deliver coupons that could be redeemed or provide further
interaction with customers or potential customers.  AR delivers an engaging sponsored experience,
starting inside a physical location and then extending to the outside world
long after the consumer has left.

Imagination Park Technologies provided the
Mall of America Holiday Augmented Reality Experience in December 2018 that told
a holiday story using the XenoPlay mobile app, with a series of AR
experiences. Visitors were able to discover AR experiences throughout Mall of
America on their mobile phones. Each experience told a part of the holiday
story at Mall of America that incorporated the oversized toy décor that the
mall placed throughout its 5.6 million square foot property during the holiday
season. Upon completing the story, guests were rewarded by engaging with the
entire AR experience with the opportunity to enter to win a shopping spree at
Mall of America. These engagements were designed to encourage guests to share
their experiences on social media.

Ad Agencies need to start engaging
immediately with AR with their clients as it is about to grow exponentially in
North America as a proven digital communications channel for the future.

About
the Author

Alen Paul Silverrstieen is CEO and founder of Imagination
Park Technologies Inc. (CSE: IP) (OTC: IPNFF) is an augmented reality (AR)
platform that enables businesses of any size to create and implement their own
AR campaigns with no programming or technology experience. Every organization,
from professional sports franchises to small retailers, can develop interactive
AR campaigns that blend the real and digital worlds. Customers simply point
their mobile device at logos, signs, buildings, products, landmarks and more to
instantly engage videos, information, advertisements, coupons, 3D holograms and
any interactive content all hosted in the cloud and managed using a menu-driven
portal. Integrated real-time analytics means that all customer interaction is
tracked and measured in real-time. The AR enterprise platform supports both iOS
and Android mobile devices and upcoming wearable technologies. www.imaginationpark.com