iab-增强现实在营销中的应用（英文）-2019.6-34页_15mb

Summary of "Augmented Reality for Marketing: An IAB Playbook"

Core Content

This document provides an overview of the growth and potential of Augmented Reality (AR) in marketing, offering a framework for brands and marketers to understand and implement AR strategies effectively. It outlines the key technologies, user journey, current applications, and measurement techniques for AR in the advertising ecosystem.

Main Points

• AR Overview: Augmented Reality enhances the user's view of the real world using a camera. It is distinct from Virtual Reality (VR), which immerses users in a completely virtual environment. AR is increasingly used across entertainment, gaming, advertising, and other industries.

• Key Terms:

  • Back-facing Camera Orientation: AR experiences that show how products look in space, using the back camera.
  • Front-facing Camera Orientation: AR experiences that interact with the user's face, such as filters and lenses.
  • WebAR: Enables users to access AR experiences directly from the web, reducing friction.
  • Head-mounted Display: Devices like Google Glass or Snap Spectacles that provide an immersive AR experience.
  • Mixed Reality: Combines elements of both AR and VR, allowing physical and digital objects to coexist and interact in real-time.
  • First-party AR Ad Delivery: AR experiences delivered through a brand's own app.
  • Third-party AR Ad Delivery: AR experiences delivered through external platforms like social media or gaming apps.
  • 3D Model: A digital representation of an object that can be viewed from multiple angles.
  • Computer Vision: Enables devices to recognize and interpret visual data, essential for AR functionality.

• Growth Drivers:

  • Rising Consumer Awareness: AR has been part of popular culture for decades, with early examples in media and entertainment.
  • Technological Advancements: Improvements in hardware and software have made AR more accessible and interactive, including AR SDKs from major companies like Apple, Google, and Snap.

• User Journey:

  • Accessing AR: Consumers primarily use their mobile devices or desktop cameras to access AR.
  • Activating AR: Experiences can be triggered through apps, in-feed placements, or by scanning markers or objects.
  • Object Recognition: AR experiences are often activated by recognizing specific markers (like QR codes) or real-world objects using image recognition or smart code.

• Current Applications:

  • Social Platforms: Instagram, Facebook, and Snapchat have popularized AR through lenses and filters, allowing users to engage with brands in a shareable and interactive way.
  • Gaming: AR is being used to enhance gameplay and create immersive experiences, such as "Jurassic World Alive" and "Angry Birds AR: Isle of Pigs."
  • Search: Google has integrated AR into its search features, allowing users to view 3D objects and place them in the real world.
  • Retail: AR is used to help consumers visualize products in their environment, such as with IKEA's Idea Place app or Home Depot's Project Color.

Key Information

• Adoption Growth: AR has seen significant growth since the early 2000s, with major milestones including the launch of AR SDKs and the success of games like Pokémon Go.
• Market Potential: By 2020, it is estimated that 1 billion users will engage with AR, and by 2022, $2.6 billion in ad spend is expected.
• Implementation and Measurement: The Playbook offers practical guidance for implementing AR and measuring its effectiveness, including best practices and creative possibilities for marketers.
• Contributors: The IAB Augmented Reality for Marketing working group was led by Julian Soler, with co-chairs from major tech and media companies, including Snap, Inc., Verizon Media, Meredith Digital, and Unity Technologies.

Conclusion

The IAB Playbook emphasizes that AR is a powerful and evolving marketing tool that allows brands to engage consumers in new and interactive ways. With continued technological advancements and growing consumer interest, AR is set to become a significant part of the digital marketing landscape.