3D & AR Asset Creation for the Web
In today’s mobile social ecosystem, if you own a smartphone (and most of us do), you are likely to stumble upon augmented reality experiences in some form. According to a recent report from the Boston Consulting Group, “more than 80mm people in the US, or ~1/3 of all smartphone users, engage with AR at least monthly.” Whether it’s on Snapchat, Facebook or an AR-enabled app, the result is often comparable. AR is awesome. It’s transformative and memorable and exciting. That said, the delivery mechanism makes a difference. If viewing in-app, you’d need to have already downloaded the app, typically built with massive libraries that can project an augmented experience via your phone’s camera. Unless the experience is being served directly through Facebook or Snapchat, the reach of said app may be questionable. Read More “3D Modeling for Augmented Reality”
Save the Date – Augmented Reality Advertising – August 14
Most advertising methods today are static, expensive and have limited engagement. Even with high foot traffic, ROI in advertising spend is incredibly difficult to quantify, particularly in brick and mortar retail. With multiple mobile platforms and endless new social media channels available, the customer journey has become decidedly less predictable. So what now? Read More “Navigating the Customer Journey in Augmented Reality”
Augmented reality history is a longer story than one might expect. Magical AR glasses existed in novel form as early as 1901 and AR technology was conveying the weather long before global warming was a topic of conversation. To read more about these early developments, check out Part 1 of this particular series, covering the history of augmented reality from the beginning. Part 2, on the other hand, involves AR as most of us know it – social, mobile, making waves. But what are the defining moments that got us to now? Stay tuned. We’re about to find out. Read More “Augmented Reality: A Comprehensive History (Part 2)”
Many think of augmented reality as recent technology, but there have been iterations of it since the early 1900s. From the sword of Manocles (more on that later) to an app that features users vomiting rainbows, this story is not linear. But it is pretty interesting. So come along as we unpack the fits and starts that make up the history of augmented reality. Let’s go.
In the Beginning, There was AR-ish
Once upon a time in 1901, L. Frank Baum, beloved author of The Wonderful Wizard of Oz, referenced something AR-like in his novel, The Master Key. He used the term “Character Marker” to describe a set of special glasses. These glasses could project a key onto the foreheads of others. The wearer could tell from a single letter whether someone was good (G), evil (E), wise (W), foolish (F), kind (K) or cruel (C). “Thus you may determine by a single look the true natures of all those you encounter.” Read More “Augmented Reality: A Comprehensive History (Part 1)”
When it comes to augmented reality advertising, there are currently two routes to consumers: in-app and web. Both have benefits and limitations, though they may not be immediately clear to marketers looking to maximize their advertising efforts. To better understand these distribution channels, let’s take a look under the hood of AR as a whole, from both a technological and user experience perspective. By the end of this post, we’ll know, unequivocally, the answer to one of 2018’s great mysteries…
Native vs Web AR – which is better?
From the top, augmented reality involves placing 2D and 3D content into a user’s environment in real time. Mobile AR, made possible via the high-fidelity camera built into later model smartphones, is the focus of this particular post. Down the road, we’ll all come to expect hands-free AR experiences as part of our daily lives, but for now, the reach of AR is through the lens of the smartphone. Read More “Augmented Reality Advertising: App vs Web”
If you’re new to our blog, this is a 3-parter. Check out parts 1, AR Advertising on Snapchat, & 2, How to Advertise in Augmented Reality on Facebook, for a deeper dive into in-app AR campaigns. And now for the good stuff… mobile web AR – a how to.
AR Advertising on Mobile Web
Many people may not be aware of this, but you don’t have to be on Snapchat or Facebook or even in-app to experience augmented reality ads. Thanks to updates in the latest versions of Chrome and Safari in 2017, AR is possible just about everywhere… with the right technology, of course. What does this mean for marketers? For one, AR experiences can be delivered on mobile web programmatically via standard ad tags which means the transparency of browser-based advertising, as opposed to in-app, can be applied to AR. Furthermore, it allows marketers to track traditional online advertising metrics, use mature datasets for targeting, and get AR-specific engagement measurements. More on that later. Finally, scale. Delivery on the web means access to literally anyone browsing the internet on their camera-equipped mobile device. Sounds great, right? But how? Let’s start with the creative.
Read More “How to Advertise in Augmented Reality on Mobile Web”
If you’re new to our blog, this is a 3-parter. Check out Part 1, Augmented Reality Advertising on Snapchat. In this second post, we cover everything you need to know to launch an AR advertising campaign on Facebook. High level: AR advertising experiences are available in-app and on mobile web. The two major apps where brands can build and deploy AR creative are Facebook and Snapchat. An alternative to the walled gardens, the route with the greatest scale, and our bread and butter, is mobile web. Comprehensive AR campaigns may leverage all three. But how? And where to start? Not to worry, we’re here to help! In this three-part series, we’ll explain best practices for augmented reality advertising on Snapchat, Facebook & Mobile Web, as well as how to use the same assets across platforms. And now for the good stuff: how to advertise in AR, this time on Facebook.
AR Advertising on Facebook – How It Works
Facebook, similar to Snapchat, allows branded AR lenses within the Facebook, Instagram and Messenger ecosystems. These include both front- and rear-facing camera experiences. Unlike Snapchat, brand access to sponsored lenses started purely as a content play, without any media-based distribution into the platform. This is great for creators looking to explore what works in AR, as Facebook has made it relatively easy from the start for users to create and deploy their own AR experiences. Upon activating branded lenses found in the camera carousel, marketers must rely on organic sharing and posting of their AR advertising experiences by Facebook users. At Facebook’s annual conference, F8 2018, the company announced numerous updates to its AR product. These include media-based opportunities for bot-delivered AR experiences in Messenger, thereby allowing marketers a more direct path to AR experiences as ads. Furthermore, Facebook just announced direct to AR media opportunities via the News Feed. But, more on that later. Read More “How to Advertise in Augmented Reality on Facebook – Updated July 2018”
Augmented Reality advertising has arrived and while marketers are eager to get their brands in on the action, many aren’t entirely sure where to start or what their options are. High level: AR ad experiences are available in-app and on mobile web. The two major apps where brands can build and deploy AR creative are Facebook and Snapchat. Alternative to the walled gardens, the route with the greatest scale, and our bread and butter, is mobile web. Comprehensive AR campaigns may leverage all three. But how? And where to start?
Not to worry, we’re here to help! In the following pieces, we’ll explain best practices for augmented reality advertising on Snapchat, Facebook & Mobile Web, as well as how to use the same assets across platforms.
We’re going to focus this first post on in-app augmented reality advertising experiences, specifically within Snapchat. For a deeper dive into what makes a compelling AR ad campaign, check out our most recent blog post aggregating our favorite AR campaigns to date. In the meantime, let’s review the basics.
Augmented Reality Advertising on Snapchat – How It Works
There are two types of “sponsored” interactive AR lenses on Snapchat: World lenses (using the rear-facing camera) and face lenses (using the front-facing camera). Both include 2 & 3-dimensional designs tracked to points in the user’s world. Read More “How to Advertise in Augmented Reality on Snapchat”
Save the Date – Augmented Reality Advertising – May 15
Thanks to platforms like Snapchat and Facebook and advances in software and hardware from the likes of Apple and Google, augmented reality advertising is becoming mainstream among innovative brands with the technological capabilities to make truly captivating experiences at scale. But it isn’t so simple. AR advertising requires advanced computer vision technology packaged up into tiny, extremely creative experiences. Read More “Augmented Reality Advertising – How Marketers are Engaging Consumers on Snapchat, Facebook and Mobile Web”
There have been a slew of new AR advertising tools unveiled in the last year, and the medium is flinging the door wide open for a new kind of consumer engagement at scale. We’ve aggregated a few of our favorite, and arguably the best AR ad campaigns from Snapchat, Facebook and mobile web below:
Read More “Augmented Reality Advertising Wins: Our Favorite AR Creative on Snapchat, Facebook & Mobile Web”