Heighten your DOOH Experience with the Future of AR

Published: May 23, 2022

The future is here, and augmented reality trends are driving innovation. The multisensory, interactive experience piques audiences' interest and enhances their real-world perception using computer-generated perceptual information. Analysts anticipate the AR market will reach $198 billion by 2025, with brands seeing the value of incorporating AR into their marketing strategy, including marker-based, markless, and location-based AR.

According to a study done by Alter Agents, more than 3 in 4 consumers believe AR technology will play an essential role in how people shop in the next five years. From the same study, 57% claim they will increase their use of AR post-pandemic. A similarly engaging, data-driven, and emerging marketing digital format, programmatic digital out-of-home (DOOH), is becoming a key focus for leading marketers. And more than 40% of consumers are noticing OOH more than ever. With the fuel of AR, DOOH campaigns can capture on-the-go audiences' attention with high-impact, larger-than-life performances creating long-lasting memories and driving brand affinity.

DOOH brings augmented reality from the digital space to the real world. Audiences can experience movies, tv shows, and games in an entirely new and magical way. For example, Marvel Disney launched a DOOH campaign for the highly-anticipated Doctor Strange movie, integrating the power of augmented reality to engage audiences across ten markets. The interactive campaign wanted to give Doctor Strange fans the opportunity to ‘bend reality.’ Using touchscreen and gesture-based technology, passerby audiences could open portals to other parts of the world. The DOOH experience amassed a ton of online attention, with fans saying they “wished they had the chance to participate,” The movie went on to gross $677 million worldwide!

Not only can augmented reality supercharge our senses and, in turn, elevate our DOOH experience, but it can create a seamless marketing campaign across a multitude of channels. Audiences can see a physical DOOH ad with AR technology, interact with it, and bring that same ad to the virtual world. For example, Kikkoman brought the first-ever DOOH campaign with AR capabilities to Denmark in order to generate brand awareness and reach outdoor audiences during the summer barbeque season. Audiences were invited to scan the QR code positioned clearly on the DOOH campaign to discover an image of a grill and soy sauce and a direct link to Kikkoman’s website and social media.

As augmented reality becomes a more integral part of life, we will witness it elevate the out-of-home industry to new heights. Already, we are seeing a higher demand for AR in the entertainment, retail, travel, and QSR industry; consumers are looking for more engaging and seamless experiences, with over 60% of consumers saying they prefer retailers with AR experiences.

As new technology emerges, DOOH experiences will adapt to society's needs. So what are you waiting for? If you're ready to launch your DOOH campaign, our team of DOOH experts is prepared to help at no charge to you! Contact us at concierge@adomni.com.

Written By: Julia Cramer

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