Author Archives: Sam Field

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About Sam Field

Sam is Global Partnerships VP for Rock Paper Reality, an immersive agency helping brands unlock the power of XR and AI in their storytelling. Previously Sam was Director of Innovation for Yahoo Creative Studios, and Creative Technology Director for Verizon Media's RYOT Studio, across XR, virtual production, gaming and web3.
  1. Captivating Audiences: Using 3D Billboards to Supercharge Advertising

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    3D Billboard - Piccadilly Circus - Lion

    Credit: Ocean Outdoor UK Ltd

    The average individual is exposed to some 6,000 to 10,000 ads on a daily basis. The attention economy is saturated; standing out and capturing consumer attention has never been harder. Brand managers, experiential agencies and creative directors need to invest in high-impact solutions to elevate their brand storytelling and resonate with audiences. Research indicates that 3D visualization boosts consumer engagement by enhancing attention and memory retention—serving as a critical way for brands to distinguish themselves from the competition. With this in mind, 3D billboards present an effective way to reach consumers at scale. 

    Digital 3D billboards bring IP to life in visually engaging ways and are a transformative force for creative campaigns and OOH advertising. Here, we’ll explore different types of 3D digital billboards and how they work. We’ll look into the impact this advertising medium can have on brand visibility, consumer engagement, and driving revenue.

    Key Takeaways

    • 3D digital billboards captivate consumers’ attention more effectively than traditional 2D ads. They offer memorable visual experiences, leading to increased brand engagement.
    • 3D billboards unlock new possibilities for innovative storytelling. They allow brands to engage consumers emotionally and stand out in a crowded marketplace.
    • Anamorphic, holographic, and AR billboards merge optical techniques and digital technology to create immersive, lifelike experiences.
    • The integration of Augmented Reality (AR) and other interactive elements transforms 3D billboards from mere visual spectacles into participatory experiences.
    • The effectiveness of 3D billboard advertising can be assessed through a combination of metrics. These include brand awareness, ad recall, conversion rates, and social media amplification.

    Credit: Ocean Outdoor UK Ltd

    What Is a 3D Billboard?

    A 3D billboard leverages cutting-edge “naked eye” 3D image technology to create an illusion of depth. This makes the advertisement appear as though the subject is popping out or emerging out of the screen. Unlike traditional flat billboards, 3D billboards often incorporate LED screens and other technologies that give the featured images more volume and presence.

    This advertising technique can prove particularly attention-grabbing as it makes the ad seem more lifelike and interactive. They are often designed to catch the eye of anyone passing through a high-traffic area, where they can cause a buzz and leave a lasting impression.

    Let’s unpack a few different types of 3D billboards and how they work.

    What Is a 3D Anamorphic Billboard?

    A 3D anamorphic billboard creates an optical illusion, making a two-dimensional image appear three-dimensional when viewed from specific angles. This is achieved by using a distorted projection or artwork that—when seen from the correct vantage point—appears to pop out of the surface, essentially tricking the brain into perceiving depth and volume where there is none.

    This form of advertising often engages passersby much more than standard two-dimensional billboards. One recent study by BCN Visuals revealed that a substantial majority (68%) of consumers find that these types of ads make brands seem more “premium”—and 66% are more likely to purchase the product thereafter.

    Such billboards can be especially impactful in busy urban environments where they utilize the surrounding architecture and the movement of the audience to enhance the 3D effect.

    What are Holographic Billboards?

    Holographic billboards are advanced displays that use holography (wavefront reconstruction) technology to project 3D images into space without the need for special glasses. This gives the illusion that the images are floating in mid-air or are part of the environment. Holographic billboards aim to capture viewers’ attention with lifelike and interactive images that appear to move and change from different angles.

    While anamorphic billboards are a technological illusion using a flat surface and 2D footage to create an optical illusion of depth and perspective, holographic billboards project a true 3D image. Using light diffraction to create these images, holographic billboards present the next step in out-of-home (OOH) advertising, offering a futuristic and engaging way to display content. They are particularly useful for creating experiential marketing campaigns.

    What are Augmented Reality Billboards?

    3D Billboard - Times Square - T-Mobile

    Credit: Rock Paper Reality/ Razorfish

    An AR billboard is a form of digital out-of-home (DOOH) advertising that integrates digital technology to superimpose computer-generated images onto the real world. Unlike traditional billboards, users view AR billboards through a smartphone. The viewer scans a QR code or uses an app to layer virtual content over the real-life billboard.

    These interactive displays can include animations, videos, or interactive games that users can engage with through their devices. AR billboards create a two-way interaction between the advertisement and the consumer. This creates a personalized experience and often includes a discrete call-to-action (such as visiting a website or accessing exclusive content). For example, T-Mobile worked with Rock Paper Reality to create an AR billboard for a campaign around the Holidays involving impressive 3D assets and animations. You can learn more about this later in the article.

    The immersive nature of AR billboards makes them a powerful tool for capturing user attention and providing memorable brand experiences. This can lead to higher engagement rates and deeper emotional connections to the advertised product or service. In fact, research indicates that AR billboards can generate 400% more impressions than 2D static billboards.

    What Is the Difference Between 2D and 3D billboards?

    2D billboards display flat graphics on a plane, offering no sense of depth, typically functioning as oversized, static printed ads. In contrast, 3D billboards create an illusion of depth and movement, often featuring physical extensions or digital technology that make images pop out, providing a lifelike and engaging experience to viewers. 

    While 2D billboards rely on creative graphics and text, 3D billboards leverage structural designs, lighting, and motion to capture and hold the audience’s attention in a three-dimensional space, offering a more immersive form of advertising.

    What Is the History of Billboard Advertising?

    Billboard advertising, an age-old marketing staple, has stood the test of time by reflecting consumer trends and technological advancements. From tall stone obelisks in ancient Egypt, merchants painting signs on walls and the printing of circus posters in 1835 to the first recorded leasing of billboards in 1867, billboard advertising can be situated within the wider evolution of OOH advertising over time.

    Classic billboard in city

    Key Milestones in Outdoor Advertising

    The 1920s and 1930s marked outdoor advertising’s zenith, with brands like Coca-Cola and Lucky Strike capitalizing on billboards to reach a broader audience. This era saw a shift towards modernist design, characterized by stark typography and striking imagery. 

    In the digital age, outdoor advertising has evolved with the advent of LED screens and high-tech options that support dynamic, interactive, and targeted advertising. The introduction of digital billboards in 2005 marked a significant evolution in the field.

    When Was the First Example of 3D Advertising?

    A Norwegian studio premiered the world’s first digital 3D cinema ad without the need for special glasses on June 19, 2006. Designed for Mitsubishi cars, this pioneering ad launched at the Screen Advertising World Association (SAWA) event in Cannes, France.

    3D advertising has only grown bigger and bolder since. Coca-Cola displayed both the first and largest dynamic 3D billboard at Times Square in August 2017. But Adler Inc. took Times Square record-breaking to a new level by displaying the world’s first real-time 3D ad on-location in May 2023. Visitors used a QR code on the billboard to instantly display personalized messages and tributes in 3D. Over 67,000 personal messages were displayed during the campaign.

    How Do 3D Billboards Work?

    3D billboards provide a dynamic platform for motion graphics, animations, and interactive displays, offering experiential agencies, advertisers and commercial directors an engaging and impactful playing field. As technology advances, the possibilities for creative and engaging 3D billboard advertising will only continue to expand, offering new ways for brands to connect with their audiences.

    Perspective and Illusion Techniques

    3D billboards harness optical illusions to trick the mind into seeing depth where there is none. Human eyes, positioned on opposite sides of the face, capture varied angles of the same view. By strategically manipulating angles and perspective, 3D billboards exploit this concept of stereopsis (combination of visual stimuli from both eyes) to engineer a sense of depth.

    Creators skillfully blend art and science by merging two images taken from distinct angles. This creates an illusion that makes objects appear to leap out of the screen, a visual effect often referred to as forced perspective.

    Physical Design and Construction

    Bringing 3D billboard designs to life is a multi-step process. Graphic designers and artists use 3D modeling software or computer-generated imagery (CGI) to create detailed visuals. Photographing individual parts of objects for ultra-realistic effects may also be necessary. The final design is then optimized to fit the billboard’s size and shape, ensuring perfect integration in the display space.

    3D Billboard - Adobe Max Event

    3D asset creation for AR/ Rock Paper Reality

    A playback system incorporates high-resolution 3D content to manage rendering, ensuring accurate perspective, depth, and motion. It utilizes certain synchronization mechanisms for fluid transitions and unified playback across multi-unit billboards, consistently adjusting to maintain cohesion.

    These screens usually have 4K resolution, offering a visual clarity similar to the latest high-definition TVs. High-resolution 3D displays offer more depth and realism. They display vivid colors with sharp definition thanks to 16-bit high grayscale technology, enhancing their ultra-realistic appearance. 3D digital billboards also auto-regulate brightness for clear visibility both day and night. Displays are designed to perform well in any weather, ensuring an always-optimal display.

    What Are the Advantages of 3D Billboards?

    Effective advertising hinges on recognizing how environmental factors shape people’s emotions and behaviors. Their surroundings influence their emotions and senses—which is why the disruptive and engaging nature of 3D billboards can have such a profound impact on someone passing by. 

    3D billboards represent a powerful tool for captivating and engaging consumers in an increasingly cluttered advertising landscape. Businesses are catching on too. In 2022, the number of digital billboards across the US increased by 14% to around 11,500 units—which equals a 28% growth (or around $2.64 billion) in ad spend. OOH advertising spend is expected to reach $8.68 billion by 2026.

    Engaged audience viewing outdoor advert

    How Can 3D Billboards Impact Consumer Engagement?

    The impact of 3D billboards on consumer engagement is multifaceted. The 3D aspect not only makes the advertisement more noticeable but also more memorable, dramatically increasing ad recall. According to research from BCN Visuals, 50% of viewers are also likely to share an anamorphic ad experience with friends in person and even more (58%) via an app.

    By breaking out of the traditional flat advertising canvas, 3D billboards provide a novel experience that can generate buzz. Furthermore, the immersive nature of 3D designs can evoke stronger emotional responses, which can influence purchasing decisions and brand loyalty.

    Particularly compelling 3D billboards can sometimes become landmarks in their own right, drawing additional foot traffic to their vicinity—which can be beneficial for nearby businesses. With the integration of interactive elements such as QR codes and Augmented Reality, these billboards can offer an even deeper level of engagement, serving as gateways to digital campaigns and extended brand stories.

    What Are Some Examples of 3D Billboards?

    Thanks to a towering, impressive 3D billboard at Tokyo’s Shinjuku Station, the crossing has become the home of the famous giant Shinjuku cat. The 3D cat engages travelers and pedestrians from its 1600 square foot perch; it even has its own live stream feed and a Twitter account with 17,000 followers.

    In 2014, Nike Japan enlisted the famous cat’s help to celebrate its 35th anniversary and launch the Air Max sneaker line, taking over the 3D billboard at Tokyo’s Shinjuku Station. The advertisement opened with a giant Nike box sliding onto the street. Various Air Max models then emerged and seemingly suspended in mid-air next to the billboard. With an array of designs and colors showcased, the ad wrapped up as the Nike box retracted into the billboard, assisted by the iconic Shinjuku cat’s paw.

    Nike Air epitomizes creativity, imagination, and innovation. Its aim was to reflect this pioneering ethos with technology that excites both sneaker enthusiasts and the casual observer.

    Meanwhile Meta, the company behind Facebook, unveiled an eye-catching 3D billboard in London’s Piccadilly Circus to promote the Meta Quest 2 headset in November 2022. The advertisement, featuring a lifelike NFL player catching a ball and an astronaut drifting out of the display, aimed to encourage purchases of the VR device. Meta views the VR headset as a key entry point to the metaverse, a virtual realm into which the company is pouring billions of dollars. You can see a video of the 3D billboard at the beginning of this article.

    How to Measure the Effectiveness of 3D Billboard Advertising

    The potential of these novel DOOH advertising approaches is clear—but how exactly can commercial directors and creative agencies measure the impact of running 3D billboard campaigns?

    Tracking the effectiveness of 3D billboard advertising in the wild involves a multi-faceted approach that considers both quantitative and qualitative data. Some key performance indicators (KPIs) to pay close attention to include:

    • Foot traffic and views — Advanced tracking technology can estimate the number of people who pass by a 3D billboard. This can provide raw data on potential impressions.
    • Social media and hashtags — To monitor engagement, campaign managers can track metrics such as the usage of a campaign hashtag, follower count fluctuations, and mentions and shares of the outdoor advertisement across social media.
    • Recall and recognition — Surveys and studies can be conducted to understand how well people remember the advertisement and the brand after seeing the 3D billboard.
    • Conversion rates — If a 3D billboard campaign is tied to a specific CTA, tracking the number of actions taken—such as website visits or product purchases—can offer insight into its effectiveness. Placing a billboard on the way to a store, for instance, can increase foot traffic. Sales can be monitored before, during, and after the campaign to measure impact effectively.
    • Brand perception — Changes in brand sentiment or recognition before and after the campaign can reveal the impact of the 3D billboard on brand image.
    • Return on investment — Comparing the cost of the billboard campaign with the revenue generated from it provides a direct measure of financial effectiveness.

    How to Create Engaging 3D Billboard Experiences

    3D billboards transform passive observation into an active, engaging experience. These multidimensional canvases enable brands to weave narratives that captivate and resonate with audiences on a visceral level.

    Ocean Outdoor - Piccadilly Circus 3D Billboard - Balenciaga

    Credit: Ocean Outdoor UK Ltd

    Essential Considerations for Designing 3D Billboard Ads

    Of course, to employ 3D billboards effectively, there are some best practices and crucial factors to consider:

    • Visually Striking Design — A visually striking design is necessary to capture viewers attention from various angles and distances. However, simplicity is also key. A clear and concise message will likely have a greater impact than a complex and overwhelming one.
    • Contextual Relevance —The ad needs to speak to the local audience and fit the environmental context. It’s important to understand cultural nuances and the immediate physical surroundings where the billboard will be placed. This avoids visual dissonance and ensures the ad augments rather than disrupts the space.
    • Engagement Strategy — Consider how the billboard will engage the audience. Will it include interactive elements, social media tie-ins, or evoke a strong emotional response? Engagement strategies should align with the brand’s overall narrative and marketing goals.
    • Practical Execution — It’s important to balance ambitious designs with executional practicalities. Consider the technological aspects, such as the materials used for the 3D effects, the durability of the installation, and any digital interfaces that need to be incorporated.
    • Legal and Regulatory Compliance — Different regions have different regulations regarding outdoor advertising, including safety, lighting, and community standards. Compliance with these regulations is not only a legal necessity but also a social responsibility.

    How to Integrate Interactive Features and Immersive Technologies into 3D Billboards

    Interactive features and immersive technologies transform passive onlookers into active participants, creating a layered experience. For example, a QR code on a 3D billboard can unveil an Augmented Reality experience. In cases where QR codes aren’t practical, inviting viewers to engage further on social media or with campaign hashtags can also be effective.

    T-Mobile, for instance, celebrated the holidays by leveraging AR to take over Times Square and lead participants on a scavenger hunt. The brand collaborated with Rock Paper Reality, specialists in immersive creative technology, to develop the experience.

    The campaign overlaid branded digital content onto existing LED billboards in Times Square. Scanning a QR code activated an Augmented Reality experience, causing a virtual festive tree to disperse ornaments. The captivating user interface not only held the attention of users, but also directed them to finish the game.

    3D billboards stand at the forefront of out-of-home advertising innovation, offering a compelling blend of engagement, storytelling, and interactivity. While the design and integration of such technology require careful consideration and a nuanced approach, the potential brand visibility and consumer engagement rewards are substantial. And the popularity of 3D advertising is only set to get bigger. The global 3D display market is predicted to undergo rapid growth, to generate $253.9 billion USD by 2026, from $48.21 billion in 2017.

    Rock Paper Reality collaborates with agency and brand creatives to seamlessly integrate branded experiences into the digital layer. Our experts are ready to advise and guide brands from initiation to launch of 3D billboard projects. Let’s connect.

    FAQs About 3D Billboards

    What Is 3D Advertising?

    3D advertising uses advanced technologies like AR and holography to create compelling brand stories. These narratives may feature interactive demos, virtual tours, or captivating visuals.

    This cutting-edge strategy transcends traditional flat, two-dimensional ads by adding depth and dimension. Consumers are no longer just viewers; they’re immersed in an interactive world where products and messages come to life.

    Why Do 3D Billboards Look So Real?

    3D billboards appear to use visual techniques and advanced projection to craft depth and perspective. They merge a pair of subtly different images, each viewed from distinct angles. This deceives the brain into seeing objects as though they’re leaping out from the screen.

    How Big Is a Billboard Sign?

    Billboard ads vary in size, with the typical standard billboard measuring 14 feet tall by 48 feet wide. This offers plenty of room to display branding and messaging. Digital billboards, however, can come in many different sizes. Some ‘junior posters’ coming in as small as 8 feet tall by 25 feet wide, for instance.

  2. Augmented Reality in Entertainment & Media

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    AR in Entertainment and Media - Cinema

    Augmented Reality offers commercial directors and agencies a powerful opportunity to attract and engage audiences across a variety of media and entertainment verticals. From music and cinema to TV and gaming, immersive integrations can reignite interest, foster deeper connections and open new revenue streams. In social media, AR filters and lenses allow users to transform their appearances and environments. For film and television, activations can provide interactive experiences that extend narratives beyond the screen . In sports, AR overlays deliver stats, replays, and exclusive content that can bolster fan loyalty on and off-site.

    As content creation evolves, so does audience interaction—so staying abreast of these changes is crucial. With AR revenue projected to surpass $50 billion in the next three years, we explore what the entertainment industry’s future holds. We’ll also look at how to keep up with this dynamic environment and its top emerging technologies.

    Key Takeaways

    • Augmented Reality is transforming the entire entertainment sector, from theater, music and cinema to events and television.
    • The adoption of AR has introduced novel marketing strategies and revenue streams, such as location-based marketing, interactive advertisements, and brand partnerships.
    • With AR’s ability to provide insights into user interactions and preferences, entertainment providers can tailor content and marketing strategies to their audiences more effectively.
    • AR has opened new creative opportunities for storytellers and artists, allowing them to craft immersive visual and audio experiences that were previously impossible.
    • By enhancing accessibility for those with disabilities and inviting audience participation, AR makes entertainment more inclusive and diverse.
    Halloween-inspired mobile AR game created by Rock Paper Reality

    How is Augmented Reality Used in Entertainment & Media?

    From filters and lenses on social media apps to interactive marketing and immersive participation in concerts, games, films, and tours, Augmented Reality is quickly expanding its reach in media.

    For experiential agencies, product, and content directors, AR also opens up a realm of new creative opportunities to craft unique and memorable experiences. Agencies need to invest in AR technology and skills to stay competitive and offer cutting-edge services—but this investment can simultaneously pay off by deepening consumer-brand engagement. In addition, AR can provide agencies with valuable data on user interactions and preferences, enabling targeted content creation and marketing strategies.

    How Has Augmented Reality Evolved in Media and Entertainment Over the Years?

    AR first entered the entertainment industry with the help of writer/producer Julie Martin in 1994. Her stage production Dancing in Cyberspace featured acrobats dancing alongside projected virtual objects on the physical stage.

    Fast forward a few decades, and AR has evolved into a practical tool for all sorts of everyday applications, particularly when it comes to entertainment—be it media content online, the arts, gaming, or other sectors. With a compound annual growth rate (CAGR) forecast at 10.77% between 2024-2028, content creators and experiential agencies that don’t keep up with AR developments risk irrelevance (especially with tech-savvy younger generations, as most AR users fall within the 16 to 34 age group).

    AR activation in media and entertainment

    AR and VR technology holds boundless potential in entertainment. With constant tech advancements, consumers expect to experience what they love in new and interactive ways, no matter where they are.

    How is Augmented Reality Used in Immersive Theater?

    Immersive theater removes the traditional barriers between the audience and performers, transforming participants from passive spectators into active contributors to the art and story.

    These performance spaces create grand, all-encompassing environments that might include multiple rooms or even an entire building. In addition, immersive theater often employs nonlinear narrative structures, with no clear beginning, middle, or end. This allows audiences to piece together an individual story from their experiences.

    Audience members may be invited to interact with the actors or handle props; they can even make choices that influence the outcome of the performance. In this way, each user’s experience is unique, depending on where they are and what they choose to engage with.

    How Has AR Changed Immersive Theater?

    AR technology would seem like a natural partner for immersive theater, enhancing live performance with digital elements. It can project digital scenery or effects onto physical spaces, elevating visual impacts while foregoing large, physical sets; audience members might also receive additional narrative content or clues to puzzles on their mobile devices or through AR glasses. AR overlays can also enhance inclusivity, providing subtitles, sign language, or audio descriptions for audience members who need them.

    Augmented Reality helps immersive theater push the boundaries of storytelling, providing maximally engaging and personalized experiences. It also allows producers to engage demographics who may not have attended otherwise.

    Examples of Augmented Reality in Theatre

    In March 2020, performance spaces across the UK shut their doors on account of the Covid-19 pandemic—prompting director Toby Coffey to reinvent All Kinds of Limbo as a virtual theater experience. Leveraging immersive technologies, viewer could watch the performance through Augmented Reality on mobile devices, VR headsets, or a standard computer. While vocalist Nubiya Brandon’s performance remained unchanged, the viewing experience varied slightly per device—as if in a real theater.

    Since the pandemic, the British theater industry has pioneered similar experiences. The Royal Shakespeare Company’s Dream, for instance—an immersive adaption of the Shakespearean classic A Midsummer Night’s Dream—saw actors perform using motion-capture technology and was accessible through smartphones or computers.

    While the viewing experience itself was a free event, audience members also had the option to purchase a ticket that allowed them to interact with the performance in real time. These paying audience members led the lead character, Puck, through the forest—choosing their own routes and interacting with the actors they stumbled upon accordingly. In this way, due to the virtual audience interaction component, no two performances followed the same beat. Dream was, in a sense, AR-enhanced improv.

    As RSC director Gregory Doran says, “What’s brilliant about Dream is the innovation at play. An audience member sitting at home influencing the live performance from wherever they are—that’s exciting. It’s not a replacement to being in the space with the performers but it opens up new opportunities […] The story is king, whether you are a gamer, or an audience member. Stories haven’t changed, but the way we engage audiences with them has.”

    How is Augmented Reality Used in Music?

    Gen Z is the largest generation on Earth currently—so their media consumption patterns are critical to watch and adapt to for success. In particular, Gen Z is made up of avid music consumers: survey data from Edison Research finds that they listen to, on average, an extra 40 minutes more music a day compared to the rest of the population.

    Members of Gen Z are also extremely interested in AR. Snap Inc./Deloitte data finds that younger generations are 71% more likely to use AR as a regular part of their life than older generations.

    Holographic music video

    At the confluence of these two generational predilections sits an opportunity to connect. As digital natives, members of Gen Z often want to use technology to enhance and extend their everyday experiences. For example, AR-enhanced album covers and merchandise can enrich touch points by providing access to information or exclusive additional content. Think videos, artist biographies, dance routines, and more. Artist-branded AR apps might also enable fans to remix songs or play virtual instruments.

    AR experiences are now often used to promote upcoming albums or singles, offering fans an interactive preview of new music or the chance to engage with the artist’s thematic elements. Augmented Reality can also prove a game changer to reach a global fan base with virtual tours and new release experiences.

    Collaborating with 88rising and Microsoft, Rock Paper Reality developed AR and VR experiences for Warren Hue’s album Boy of the Year. Transforming Warren’s distinctive sketches into 3D while preserving his artistic style was crucial, as his fans already loved his designs. Once this world was created, volumetric capture technology was used to virtually insert Warren into the experience. The immersive holographic experience attracted half a million unique visitors.

    Augmented Reality in Concerts

    AR can be instrumental in promoting live performances and festivals, as well as tapping into new sources of income through virtual concerts. Virtual concerts don’t only allow producers and artists to expand their reach to global audiences—they also significantly reduce event expenses. At the same time, event organizers can increase revenue with marketing opportunities showcased during the event.

    Concert showing crow members with mobile phones

    AR apps can enhance live performances with immersive stories behind the music. Some concerts use AR to add a visual layer to live music performances, projecting holographic images onto the stage or even into the audience space. Effects such as virtual fireworks, animated graphics, and interactive light shows can be synchronized with the artist’s performance.

    How Can Augmented Reality Revolutionize Music Festivals?

    At festivals, AR can provide real-time venue navigation, on-demand performance schedules, and information regarding accommodation and catering. Integrating digital aspects into the experience reduces the cost of printing physical schedules, maps, and information. In addition, it enables a more personalized experience for every festival-goer, increasing satisfaction and encouraging future attendance.

    The annual Coachella music festival in California is known for its integration of AR technology into live events. In 2022, on-site and at-home attendees could unlock a new dimension of the event through Coachellaverse, the festival’s own metaverse experience.

    The Coachella app allowed users to travel through portals, access immersive Instagram filters, follow navigation and more. Those watching the YouTube livestream online saw a vivid 3D digital show featuring larger-than-life psychedelic images.

    As Sam Schoonover, the Innovation Lead for Coachella, points out: “the hybridization of music events through streaming platforms like YouTube is driving tune-in from around the world and bringing at-home and on-site audiences closer together in the process. For these reasons, we believe that Live AR will enable a massive evolution in performance visuals over the next few years.”

    What is Immersive Audio?

    Instead of superimposing visual content onto the user’s environment, immersive audio overlays digital audio onto the physical soundscape. Through spatial audio technology, sounds can be positioned within a three-dimensional space for a highly immersive auditory experience.

    Immersive audio typically requires a device capable of delivering spatial audio, such as specialized headphones or earbuds. It may also rely on head tracking and other sensors, to adjust the experience based on a user’s movements.

    Background sounds at a venue can be augmented with immersive audio to match the theme of the event. Attendees can experience music that seems to come from different directions or parts of a venue, creating a lush auditory soundscape. In the case of virtual or hybrid events, immersive audio can recreate the sense of being at a live venue. It provides at-home listeners with a spatial audio experience that mimics sounds they would hear if physically present.

    For individuals with visual impairments, immersive audio can provide spatial cues about their environment, aiding in navigation and interaction with surroundings. It also provides users with verbal turn-by-turn directions or contextual information.

    Augmented Reality in Cinema and Movies

    Envision attending a movie where, without 3D glasses, the film experience becomes immersive. With an AR activations, characters could seemingly walk alongside you in the theater and action scenes could spill into your space. At the latest sci-fi hit, the ceiling above may transform into a cosmic panorama of galaxies, stars, and planets. Immersive enhancements have the potential to redefine the boundaries between narrative and viewer, creating exciting experiences and new revenue opportunities.

    Popcorn and mobile activation for cinema

    Interactive Movie Posters and Marketing

    From the initial marketing stage, viewers can scan movie posters with their smartphones to unlock exclusive content. This might include trailers, behind-the-scenes footage, or interactive elements related to the film. Some trailers include AR elements that activate when viewed through certain apps or AR glasses. These elements add a new layer of immersion to the preview experience. They can also encourage users to explore releases they may otherwise have missed.

    Before the film, audiences can participate in AR experiences in an interactive lobby or from their seats. Moviegoers might engage with AR games, photo opportunities, or information related to the film and characters. This presents unmissable opportunities for creative and experiential directors, who can monetize digital spaces with advertising, partnerships and placements.

    Augmented Reality is also trickling into home cinema. In 2022, Disney+ released its first AR-enabled short film, Remembering. To download the Remembering: The AR Experience app, viewers scan a QR code on their TV screen. The AR app then runs alongside the movie, telling viewers when to aim their phones at the TV. This triggers AR displays, which feature dolphins, butterflies, and luminous flora (among other virtual elements) in the viewer’s the room.

    How Can Augmented Reality Be Used at Events?

    AR is transforming event experiences by offering immersive and interactive opportunities. From virtual product demonstrations to engaging presentations, AR can captivate audiences, provide personalized content, and create more memorable interactions.

    Augmented Event Spaces and Venues

    Augmented event spaces and venues offer immersive experiences that engage attendees, enable interactive storytelling, and facilitate navigation. They also allow for cost-effective setups, minimizing physical logistics while maximizing impact. Brands can leverage AR to provide memorable, personalized content that resonates with participants.

    The Globo Rio app, designed for the Rio Olympics, showcased the large-scale application of AR at event venues. It utilized Geo AR to serve as a user-friendly, interactive guide for the Olympic Village. With Augmented Reality, users could effortlessly navigate venues, access schedules, statistics, and track live results. Its versatility and user-friendliness were critical for the event, garnering over 100,000 downloads within the first 48 hours.

    In a similar vein, Rock paper Reality created a gamified AR experience for an exclusive Amazon Prime event. Used by 70% of guests, the activation guided traffic around the venue and incentivized users to discover content about the exhibits on display. This included exclusive information, fun facts and behind-the-scenes details.

    AR Experiences at Conferences and Trade Shows

    Hosting trade shows for large products can be expensive, given the need for vast spaces to display them. However, imagine the possibilities of showcasing a range of large items virtually. Picture a station where you can view a life-size 3D car model, or visualize manufacturing equipment functioning in front of you. These technological advances enable attendees to interact with products in unprecedented ways, all without the high costs of physical venue rental.

    Hino Trucks USA developed realistic 3D models of their top-grade vehicles and engines for trade show viewing. By scanning a QR code, trade show visitors could explore the models in AR. This innovative approach reduced transportation and logistical challenges, required less exhibition space, and allowed Hino Trucks to showcase their entire fleet at trade shows cost-effectively and with ease.

    This resulted in significant savings for the company while providing customers with an easier way to understand complex products.

    Rock Paper Reality created an AR visualization tool for clean energy provider Rondo Energy. It enabled prospects, stakeholders and team members to understand the inner workings of its cutting-edge Heat Battery and was used both at trade shows and on-site.

    How is Augmented Reality Used in Gaming?

    Augmented Reality in PC and mobile gaming is not just an enjoyable pastime. Rather, it is a paradigm that expands the boundaries of interactive entertainment. Approximately one-third of Americans are interested in playing AR games, significantly outpacing interest in other uses of AR by nearly threefold.

    Augmented Reality in Mobile Gaming

    Mobile gaming has particularly benefited from AR due to the ubiquity and increasing power of smartphones. AR mobile games leverage a device’s camera, gyroscope, and GPS to provide an engaging gaming experience directly on the phone.

    These devices capture the player’s environment and superimpose digital game elements onto it. For example, Augmented Reality mobile games might allow players to race cars on virtual tracks laid over their kitchen tables, or defend against alien invasions in their backyard. The portability of mobile devices makes AR games accessible at any location—turning mundane spaces into exciting arenas.

    Games such as Pokémon GO have exhibited the potential of AR in gaming. In this groundbreaking entry to the Pokémon franchise, players use their smartphones to search for and capture virtual creatures that appear in their real-world surroundings. The game uses GPS to track locations, making the gameplay experience unique to each player’s movement.

    Advantages of Augmented Reality in Gaming

    AR games offer a unique and captivating experience with opportunities to play outside, socialize, and get active. In addition, users can engage with just a mobile phone—they don’t need to invest in expensive gaming equipment.

    Beyond in-app purchases and advertising, AR games offer marketing opportunities to feature products within the game environment. Additionally, by combining physical locations with digital gameplay, AR games can drive foot traffic to businesses and landmarks. This opens possibilities for collaboration between game developers and local businesses, offering promotional deals and benefits for both parties. Pokémon GO takes great advantage of such partnerships, hosting “gyms”—arenas for players to face off against one another—at prominent local landmarks and businesses world-over.

    AR games that require players to move through real-world locations can also provide developers with data about behavior, preferences, and patterns. This information can improve game design, user experience, and targeted marketing efforts.

    Augmented Reality in TV

    When it comes to television, AR allows for a more immersive storytelling experience by adding layers of visual depth and context to the narrative. This can be particularly impactful in documentaries, educational programming, or even live sports, where additional information about players or historical context can be displayed in a compelling visual format.

    While watching TV, viewers can use a tablet or smartphone to access AR content. This might include interactive games, social media streams, or behind-the-scenes info—all potentially increasing viewer retention and loyalty.

    AR activation while watching TV

    Take for example, the reality television show The Circle. The series features contestants who must avoid physical contact and can only interact via a social media platform. They establish connections, deceive others as catfish, and use their charisma to compete for a $100,000 prize. In the earlier seasons, the creators incorporated Augmented Reality (AR) to enable viewers to unlock additional content.

    AR enables content owners to offer innovative and immersive advertising formats. Advertisers might pay a premium for AR spots that showcase their products in a 3D space, or integrate them into the content in a way that traditional commercials cannot. This increases the value of advertising space and can open up new revenue streams.

    What is the Future of Augmented Reality in Entertainment & Media?

    AR’s ability to engage audiences on an interactive, personalized, and inclusive level has opened new creative horizons for content creators—and new marketing and revenue opportunities for industry stakeholders. As AR continues to mature, its integration across various entertainment mediums is poised to redefine the audience experience. This makes for an exciting time for both consumers and innovators in the world of media and entertainment.

    Rock Paper Reality (RPR) empowers brands to provide extraordinary entertainment experiences. Our award-winning team of strategists, designers, creators, and engineers specialize in innovating, developing, and deploying immersive experiences. Let’s bring your vision to life—get in touch.

    AR activation in interactive book

    Frequently Asked Questions on Augmented Reality in Entertainment & Media

    What Challenges and Opportunities Does AR Present for Content Creators in Entertainment and Media?

    AR presents content creators with the challenge of mastering complex new tools and storytelling techniques. Simultaneously, it offers vast opportunities to engage audiences more deeply, create interactive narratives, and tap into innovative monetization strategies.

    Trends include the use of interactive advertising, and the rise of virtual live events that blend physical and digital experiences. Additionally, there’s an increasing focus on personalization and accessibility. This allows for tailored content that reaches a broader audience, including those with disabilities.

    In What Ways Are Streaming Platforms Integrating AR Features to Enhance User Engagement?

    Streaming platforms can integrate interactive filters, real-time effects during live streams, and immersive content that overlays digital assets into viewers’ environments. This can increase user engagement by enhancing interactivity and personalizing viewing experiences.

  3. Augmented Reality in Sports

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    AR sports brand activation at stadium

    Sports and technology have always gone hand in hand. But now more than ever, consumers expect to engage with their favorite games, matches, and teams in more personal and interactive ways. Recent reports have shown that only 47% of Gen Zers identify as sports fans, compared to nearly 70% of Millenials. In fact, Gen Z respondents were about half as likely as Millenials to watch sports often, but twice as likely to never watch at all. This huge shift is a wakeup call for sports entities, who are facing growing pressure to make participation more current and digitally connected.

    Innovation is key for marketing agencies, directors, and strategists to make sports more accessible and culturally relevant for diverse groups of fans. Augmented Reality (AR) has become an essential tool for recapturing lost attention and driving both brand growth and revenue.

    Key Takeaways

    • Interactive sports marketing allows brands to create engaging and participatory campaigns that appeal to new audiences and tech-savvy generations.
    • AR integrations such as real-time data overlays make sports more accessible and culturally relevant to new and emerging fans.
    • Virtual experiences increase fan engagement and offer new opportunities for sponsorships, ad revenue, sales channels, and creating sports-related merchandise.
    • Immersive experiences can foster emotional connections between fans, brands, and sports heroes, driving long-term brand loyalty and support.
    • Athletes can use AR to enhance their performance through virtual simulations and performance analysis. Sponsors can additionally make training simulations available to the public through partner apps.

    How is Augmented Reality Used in Sports?

    Augmented Reality overlays digital information onto real-world environments, typically viewed through a smartphone camera, AR interface or AR glasses. When strategically employed, it has the power to transform sports entertainment and fan involvement. Clubs, federations, and broadcasters, are creating innovative AR apps to amplify in-game excitement—whether viewers are watching from home or at an event.

    In popular sports like football, basketball, tennis, and soccer, AR can enable users to view virtual representations of team lineups and player profiles. Analysts can use overlays to illustrate potential strategies or to display 3D animations of players from various angles. By superimposing interactive content or 3D graphics onto a live feed, broadcasters can enhance engagement levels drastically.

    Broadcaster ESPN uses AR to enhance viewership by amplifying the entertainment level and information value of its sports broadcasting. One sports media report revealed that the integration of augmented reality in sports broadcasts led to 15% higher viewer engagement. During major sporting event broadcasts, it also resulted in a 20% increase in viewer retention.

    While watching a game from the stadium is exciting, spectators miss the supporting visual content displayed on TV. But with AR, fans can view information overlays such as player, team, and game stats from the live event location.

    In addition, optical tracking, vision processing, and creative graphic technologies such as Hawk-Eye enhance sports officiating. Augmented visualizations of game play eliminate the uncertainty of whether a ball is in or out. Video assistant referees can make decisions quickly—and so can armchair referees from their sofa. Giving sports fans this kind of on-demand, real-time insight creates new value. It also brings fans closer to the action, and strengthens team and brand loyalty.

    AR in eSports

    Augmented Reality can also revolutionize the way fans view and engage with eSports. Just as with traditional sports, users can gain access to competitive gaming information and AR graphics on TV broadcasts. For instance, at the 2020 AIC Grand Finals, fans could access in-depth game statistics, a 3D map tracking players, and animated avatars showing live match data. Fans could experience an unparalleled level of immersion, personalization, and interactivity, fostering deeper emotional connection to the event.

    Thanks to smartphones or AR glasses, viewers could watch their favorite eSports teams compete in a virtual arena overlaid onto their living room floor. They could also view player information in the air above the game and access video replay.

    This level of immersion for eSports viewing makes it more accessible and highly appealing, especially to younger demographics. It also opens new revenue streams for developers, teams, and brands through advertising opportunities, virtual ticketing, and premium content offerings.

    AR in Extreme Sports

    By providing context and creating a more interactive experience, AR can make extreme sports more accessible to those who don’t have a deep understanding of a specific discipline.

    For sports like paragliding, mountain biking, or backcountry skiing, AR can provide directional cues, maps, and information about terrain, altitude, and weather conditions. This enables brands to offer safer experiences with better decision making. These features can distinguish a brand as a credible and innovative industry leader.

    Experiential agencies for sports brands can enhance the spectator experience by positioning viewers from the athlete’s point of view or elevating the level of spectacle. For instance, the Tokyo’s Air Race X combines real-world flying with augmented reality to create a unique air show experience. Pilots perform aerobatic manoeuvres in actual aircraft at their bases, but the course is fitted to map over Shibuya Crossing. The race is then projected over the actual location, and moves are aggrandized with AR visual effects. This gives viewers an augmented spectacle, with virtual elements like colorful trails, fireworks, and enhancements following the planes’ movements.

    Air Race X aims to push the boundaries of what’s possible in aerial entertainment by merging technology and pilot skill. While it provides a novel experience for aviation enthusiasts, it also entices a much broader audience.

    Virtual Stadium Tours

    Virtual stadium tours offer immersive, interactive, digital recreations of sports stadiums, accessible online or via headworn devices. Providing a 360o view of the facilities—including areas typically off-limits to the public such as locker rooms and VIP sections—these tours allow fans to explore stadiums from the comfort of their own homes.

    Virtual tours keep fans connected to their favorite teams and the stadium experience, even when they can’t physically attend games. This can strengthen fan loyalty and broaden reach and inclusivity. A study by the Sports Innovation Journal revealed that virtual arena tours attracted younger demographics in addition to the traditional enthusiasts.

    These digital environments also offer new spaces for advertisements and sponsor activations. A sponsor can feature its brand in various parts of the virtual experience, potentially reaching a global audience. And for prospects looking to hire the stadium for events, virtual tours can be a valuable tool for planning without the need for a physical visit.

    Virtual Seat Selection and Stadium Navigation

    AR can improve fan experiences through practical means as well, like enhancing the process of seat selection and stadium navigation. Providing ticket buyers with a 3D stadium model allows them to virtually explore different sections and views before making a purchase.

    Once at the stadium, AR can overlay navigational paths over the real-world environment. It can guide fans to their seats, restrooms, concession stands, food areas, or other points of interest. Easing navigation helps reduce congestion and improves the flow of foot traffic—which is beneficial overall for stadium operations.

    AR in Sport - Seat selection

    A Brown & Wilson study investigated the impact of AR enhancements in sports stadiums on fan experience and attendance rates through a longitudinal analysis before and after the introduction of the AR features. The study revealed that the introduction of interactive displays and AR-guided tours correlated with a significant increase in fan attendance and improved event experiences.

    Augmented Reality in Sports Marketing and Advertising

    Interactive sports marketing uses various digital technologies to encourage consumers’ active participation in marketing campaigns. This type of marketing goes beyond passive advertising. It incorporates elements that require viewers’ input in order to create a memorable and personalized experience.

    Augmented reality can turn advertisements into games, offering rewards such as discounts, free merchandise, or unique experiences. Fans can use AR to virtually try on merchandise like jerseys, hats, or accessories, which they can then directly purchase through integrated eCommerce platforms. Data indicates a massive 94% conversion rate increase when online users are exposed to AR trials along their path to purchase; in addition, return rates decrease by as much as 66%.

    To use gamification and interactive elements effectively in sports marketing, it’s important to understand fan demographics, behaviors, preferences, and what motivates them.

    Examples of AR in Sports Marketing and Advertising Campaigns

    Red Bull—in partnership with RPR—leveraged augmented reality in a campaign to build awareness and anticipation for the Cliff Diving World Series in Boston. Upon scanning QR codes on promotional signage through the city, users saw a real-scale event diving platform appear before them. After the towering virtual structure had grown to full height, users then saw a 3D animated diver somersaulting from the top.

    The virtual experience helped amp up excitement for the event, while also effectively conveying the brand’s personality. It helped extend brand awareness to public participants who may otherwise never have been interested or aware.

    How to Measure the Success of AR Advertising Campaigns

    The most important thing to remember is that AR-driven campaigns are still campaigns, and should be approached in a similar way to other marketing initiatives. Marketing professionals should choose metrics that are aligned with the objectives they are trying to achieve, and ensure they have fully considered where and how the activation will be distributed and promoted.

    Some metrics and methods for measuring the success of AR advertising campaigns include:

    • User Engagement. The number of times an AR feature is used, average duration of interaction, and repeat usage rate.
    • Conversion Rates. The percentage of users who take a desired action after interacting with the AR content. This might include making a purchase, signing up for a newsletter, or downloading an app.
    • Social Shares and Virality. The number of times the AR experience is shared on social media. This can be indicative of how compelling the content is.
    • Audience Reach. The total number of users who have viewed or interacted with the AR content.
    • Customer Acquisition Cost (CAC). The total cost of acquiring a new customer through the AR campaign. This should take into account investment in technology and content development.
    • Return on Investment (ROI). The revenue generated from the campaign versus the cost of the campaign.
    • Brand Awareness and Perception. Surveys and sentiment analysis can reveal changes in brand awareness and perception before and after the AR campaign.
    • Click-Through Rates (CTR). For AR campaigns with clickable elements, the CTR measures how many users clicked on a link or call to action.
    • Foot Traffic. For physical locations, an increase in foot traffic due to AR experiences can prove a key metric.

    AR and Sports Brand Activations

    Passive consumption of sporting events has become a thing of the past. Instead, brands can leverage AR to create unique experiences that turn fans into active participants. Agencies and commercial directors can use AR to forge better connections with fans, bringing them closer to their idols and securing long-lasting consumer retention. Social sharing can play a strategic part in brand growth—72% of US sports fans use social media to follow athletes and sports teams.

    A brand can also significantly enhance its connection with an audience by building a community that nurtures a sense of belonging. Through gamification and social interaction, AR-based mobile apps have significantly improved fan engagement. One UK study revealed a 25% rise in fan participation through gamified apps, which allow users to share experiences with friends. These interactive features have boosted user engagement and maintained interest in sports events. Loyal followers can then become brand ambassadors by wearing merchandise and sharing their positive experience with others.

    AR in Sports - Football

    What is the Role of Augmented Reality in Sports Sponsorships?

    Sports sponsorships are a great way for brands to activate themselves in the minds of new audiences and create lasting associations. AR can enhance the value of sponsorship deals by creating more ways for sponsors to display brand content.

    This could be through virtual stores selling real or virtual goods, in-app purchases, or premium content features. It also presents an opportunity to offer personalized promotions and content. Sponsorship benefits can also extend beyond the game itself. Accessibility to AR experiences long before or after an event can drive fan engagement over a much longer period.

    Successful AR-Driven Sponsorship Activations: Motorola & RPR

    Motorola approached Rock Paper Reality to develop an Augmented Reality experience for the San Diego Padres baseball team. Featured in the Padres Hall of Fame (HOF) at Petco Park, RPR developed an all-new immersive, multi-player game built with the Motorola edge+, Snapdragon SpacesTM, and Lenovo’s ThinkReality smart glasses.

    The game’s objective is to hit balls through virtual floating rings in the stadium. Players use their heads to aim and tap the Motorola edge+ screen to launch a ball. Shots vary in difficulty: the easiest count as singles, while hitting the most challenging distant ring scores a grand slam. Successful shots prompt a celebratory animation.

    This AR experience set Motorola and the Padres apart from competitors as forward-thinking brands. It enabled them to not only establish a connection with their target group, but also significantly expand their audiences.

    Augmented Reality for Sports Education and Training

    AR in sport - basketball

    AR is making significant strides in sports education and training, offering innovative ways to enhance learning, techniques, game strategy, and improve athletic performance.

    Analyzing Athlete Performance

    The use of AR in sports education and training can be transformative, offering interactive, engaging, and personalized experiences that enhance the learning process and improve athlete performance.

    • Visual Cues and Overlays. AR can provide coaches and athletes with immediate visual feedback on their form and technique by overlaying the correct biomechanical movements over their own as they train.
    • Precision Training. Through AR headsets or devices, athletes can see their movements in real time with precision metrics such as angles, distances, and speed, allowing for minute adjustments. The use of proper techniques also minimizes the risk of injury during both training and competition.
    AR in Sports - Swimming

    Virtual Simulations for Practice

    AR tools can assist with tactical training and game strategy in the following ways:

    • 3D Play Visualization. Coaches can use AR to simulate game situations and visualize plays in a three-dimensional space. This provides a better understanding for tactical decisions.
    • Virtual Opponents. Athletes can practise against virtual opponents, offering a realistic and responsive training experience that mimics real-game scenarios.
    • Decision-Making Skills. AR scenarios help athletes develop quicker decision-making skills by simulating high-pressure situations that require real-time responses.
    • Skill Acquisition. AR applications can guide athletes through new drills and skills step by step, showing the correct positions and movements to execute.

    AR has the potential to democratize access to sports education and elite training techniques. This makes high-quality coaching and performance analysis available to athletes at all levels and in a wider range of locations.

    What Is the Future of AR and Sports?

    Augmented Reality is poised to be one of the most exciting and transformative influences the sports sector has seen. AR provides a fertile ground for innovation in sports marketing and sponsorships, and the technology offers new avenues for brands to engage with younger consumers. It creates meaningful connections that go beyond traditional advertising.

    Rock Paper Reality allows your brand to provide fans and athletes with an unprecedented live experience, in-stadium or at home. Our award-winning team of strategists, designers, creators, and engineers specialize in innovating, developing, and deploying immersive experiences that create value and revenue opportunities. We match the best technology and content styles to your unique brand objectives and budget.

    As AR technology continues to mature, its potential applications within sports are limitless. Further your brand with results-driven immersive tech—let’s connect.

    Frequently Asked Questions on Augmented Reality and Sports

    Can Augmented Reality be integrated into sports merchandise? How does it enhance the fan experience?

    Customers can virtually try on clothes and accessories using AR technology, eliminating the need to be in-store to make a purchase. Fans can also scan merchandise like jerseys or scarves with their smartphones to access exclusive content. This might include player interviews, backstage footage, or interactive games, enriching the memorabilia experience.

    How does Augmented Reality contribute to inclusivity and accessibility for sports fans with disabilities?

    There are many ways AR can enhance accessibility for sports fans with disabilities. These include audio descriptions and real-time information, customizable visual interfaces, accessible stadium navigation, alternative content formats (such as sign language interpretation or subtitles) and more.

    How do augmented reality sports experiences differ between live events and at-home viewing?

    At live events, AR enhances the in-stadium experience with overlays like stats and navigation. At home, AR transforms the screen into an interactive portal with immersive features like 3D replays and player data, bridging the gap between the audience and the on-field action.

  4. Augmented Reality Out Of Home Advertising Examples

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    Augmented Reality Out-Of-Home advertising is captivating, interactive, and easy to share on social media. By bridging the gap between the real and digital world, AR Out-Of-Home advertising opens the opportunity for companies to turn plain old marketing strategies into immersive experiences.

    For example, by 2023 it is expected that the Augmented Reality industry will become a 160-billion-dollar market as an increasing number of businesses want to implement and use the technology.

    With AR OOH advertising, stagnant posters and billboards come to life with the scan of a QR code or by downloading an app. AR adoption is accelerating year-after-year with more brands turning to AR technology to elevate their brand messaging.. For example, it is estimated that the total number of downloads of AR apps will hit over 5.5 billion in 2022. This is an incredible increase from 1 billion in 2016.

    Both traditional billboards and posters, become the digital playground for companies of all sizes in their effort to attract new customers. Both traditional Out-of-Home Advertising and digital advertising have entered a new era of innovation. They aim for the same goals to increase brand awareness, encourage customer loyalty, and, ultimately, increase sales.

    Augmented Reality Out-Of-Home Advertising

    Imagine subway posters, bus stop bench ads, digital ad screens, and city billboards revealing an entire universe of interactive experiences with the scan of a QR code. With the transition to digital outdoor advertising, AR is now more affordable, attainable, and engaging than ever.

    Here are some of the benefits of introducing augmented reality into your OOH advertising campaign.

    Accessibility

    The benefit of creating an AR OOH campaign is that it is built on already existing infrastructure. The billboard platforms are usually already set up in areas where there is a large number of people passing by every day.

    With more people becoming familiar with how QR codes work due to the proliferation of digital menus and check-in trackers during COVID, web-based AR technology has become more popular than ever before.  Web AR has made it cheaper and easier for businesses of all sizes to include AR extensions into their existing ads to increase engagement and excitement with their brand.

    Digital signs are replacing stagnant billboards and allow marketers to use the full potential of AR technology. . With the help of spatial computing digitalization, any place in the city can become a billboard. and an AR ad opportunity.

    Emotional Connection

    AR creates immersive experiences, which have the benefit of creating a connection with the consumer. Users receive instant feedback from the ad when interacting with the billboards and posters. It is a bonding experience that creates long-lasting positive feelings. A great example is the NHS campaign, which allows users to virtually donate blood to those in need and see the beneficial effect of their actions.

    Social Media Sharing

    Even though the digital ads market has outgrown traditional advertising, there is an innate desire for consumers to share their real-world experiences on social media.

    When it comes to OOH Advertising, it is easy for consumers to take a photo of a billboard that catches their attention and post it on social media. Augmented Reality makes this even easier as the technology can have social media hyperlinks and personalization built-in.

    Consumers experience AR ads from a first-person perspective while also being able to share it in the digital world. The excitement of interacting with an immersive AR ad such as an AR portal, face filter, or AR game and the ability to share the experience online boosts brand awareness and consistently increases sales lift.

    AR Out-Of-Home Advertising Examples

    From billboards to treasure hunts, Out-Of-Home Advertising is entering a new era, combining traditional advertising with the digital world. Below are 3 examples of how businesses can incorporate AR into their OOH marketing campaigns to reach their customers.

    The Siduri Holographic Experience

    Jackson Family Wines uses in-store billboards and aisle advertisements as part of their marketing revolutionary AR campaign.

    RPR, in partnership with the Microsoft Mixed Reality Capture Studio, delivered the world’s first Holographic Web AR Experience for Siduri, a subsidiary of Jackson Family Wines. By scanning the QR code on the billboard or on an AR-activated bottle of wine, users can interact with a 3D, photo-realistic hologram of Adam Lee, the founder of the critically-acclaimed Pinot Noir specialist company.

    The Siduri Holographic Experience

    Holographic Adam playfully shares what makes Siduri wines so special, the wine’s history, and gets into some shenanigans along the way. This brings more attention to Siduri Wines in the aisle, differentiates it from competitors, and gives customers a reason to pick the wine off the shelf and new distributors a reason to carry the wine in their store.

    The campaign is built using WebAR, which means that the entire experience takes place on the web browser and there is no need to download any additional apps. Simply scan the QR code with your phone’s camera and the experience unfolds on your mobile browser. It’s that easy!

    The AR NHS project

    When it comes to the consumer world, Augmented Reality is often used for entertainment or promotional purposes. However, almost any industry can benefit from augmented reality, such as education, healthcare, or transportation to name a few.

    The AR NHS project

    NHS’s groundbreaking campaign focused on building awareness of the power of donating blood. The NHS Blood and Transplantation organization placed billboards in Birmingham and London that allow users to virtually donate blood to those in need.

    Users needed to download an AR app that overlays a virtual needle on the person’s arm. This enabled them to virtually fill the empty bag of an ill patient on the billboard. The sick patient on the screen begins to feel better as the person is virtually donating blood.

    The AR Burger King Project

    Burger King cleverly used the billboards of its rivals to advertise their own product by using augmented reality. The ‘Burn that ad’ campaign was launched in Brazil and it enabled users to virtually burn the ads of other competitive burger brands using their mobile phone.

    Users needed to download the Burger King app and point the camera at a poster or billboard to set it on fire. Once they did that, a Burger King ad was shown in its place and revealed a free Whopper coupon that could be redeemed at the nearest restaurant.

    The AR Burger King Project

    The campaign resulted in 1 million downloads in just one month and increased the in-app sales by 56.4%. With such a resounding success, the app created for the campaign became the most downloaded Burger King app worldwide.

    The AR Monopoly Project

    Ally Bank partnered with the famous board game brand to create a live Monopoly-theme AR treasure hunt game. The campaign’s goal was to increase their customers’ level of comfort with money concepts in a fun and engaging way. And what better game to promote financial literacy than Monopoly?

    The AR Monopoly Project

    Ally Bank installed 36 squares of Monopoly game board in 6 cities across the US, each containing an AR experience. The campaign used Web AR technology that enabled users to scan each square to gain access to the augmented reality experience. The AR animation showed Mr. Monopoly handing out points and cash prizes.

    The highly engaging AR treasure hunt resulted in 100,000 plays with 86% of people collecting all the squares and completing the game.

    The Future of AR in OOH Advertising

    AR Out-of-home Advertising opens the door to an endless reinvention of marketing strategies, merging the online with the offline world. Tech innovations turn stagnant billboards into augmented reality experiences that engage with users and create emotional connections. It is unlikely that AR will completely replace existing OOH ad formats any time soon.

    Businesses will continue to invest in posters and billboards, but now they can fuse their physical ads with AR content designed to increase dwell times, brand retention, and drive richer user analytics.

    RPR is committed to pushing the boundary between the real world and the digital space. We create web-based and app-based AR programs that revolutionize brand storytelling and help our clients become market leaders.

    See Also: Web AR Examples