STAGWELL MARKETING FRONTIERS
Today’s brands need to get conversant in mixed-reality experiences – fast. But it won’t look like the visions of headset-powered VR that characterized the late 2010s. It’s been years since VR headsets hit shelves and consumers are still waking up to the tech. But mobile-enabled AR has bloomed in the time since: 44 percent of consumers report using an AR feature on a smartphone, with over 70 percent of younger generations (Gen Z and Millennials) reporting usage. What does this mean for today’s brands? That the vision of mixed-reality marketing won’t look like consumers, alone, plugged into headsets – more realistically, the future of mixed-reality is mobile AR.
To bring consumers to the medium en masse, marketers need to explore AR’s value for creating shared experiences between consumers and brands. From live events to retail and even healthcare marketing, AR can power more compelling, educative, and useful content, driving deeper engagement. The task ahead is deciding what’s worth the investment – and where to transform AR from gimmick to the glue that holds together dynamic modern brand experiences.
Our POV on AR
We believe that the transformational power of AR is in creating shared content experiences that bring people together around a common place and purpose.”
AR in Retail
Stagwell ecommerce experts reflect on the power of retail as a forum for mixed-reality innovation that will drive ROI and meet consumers where they are – in a hyper-connected, experience and entertainment driven world. As the marketing funnel evolves, driven by these changes, AR not only offers brands a means of differentiation, but also a measurable tactic to get – and keep – consumer attention.
AR in HEALTHCARE
Leaders from Stagwell’s healthcare practice reflect on the opportunity that AR presents as a tool for more effective communication, education and engagement around a patient’s health journey.
AR in SPORTS
While technology tools are often viewed as a distraction or means of separating users from the world around them, technologists at Stagwell argue that AR at live sporting events can help create persistent, relevant, and shared experiences that will engage casual fans while enhancing the experience for sports fanatics.
A study conducted on behalf of Protocol by the Harris Poll found that while most U.S. adults have not used augmented reality or virtual reality technology, a notable portion are interested in trying it, creating an opportunity for brands to define the space and act as guides to the new frontier.
have never used any AR technology.
say they have never used AR, but are interested in doing so.
are at least somewhat familiar with the concept of the metaverse and its opportunities.
feel overwhelmed by new concepts around the metaverse and augmented reality
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