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RESEARCH, ANALYSIS & TRENDS
Video-triggered AR increases the purchase intent
There are already many companies that use augmented If you like a piece of furniture, a car or a dress in your
reality (AR) in e-commerce. But what do consumers favorite series or in a movie, it is often difficult to find
think about such applications? out what brand it is and where to buy this specific
product. AR can turn films and series into platforms on
In the area of entertainment television, sports TV or which products can be placed interactively. AR
shopping, 40% of consumers are currently very application makes it possible for viewers to access
enthusiastic about video-triggered AR. This is a variant information about the clothing that actors are wearing,
of AR, in which the user holds his smartphone or tablet furnishings, or technical devices. It would also be
camera on a moving image and is offered information possible to purchase it directly while watching TV.
and interaction options at the same time consistent with
what he sees: 34% of those surveyed wish that video- It has long been known in e-commerce that product-
triggered AR applications are generally available in all related content is of fundamental importance. However,
television programs. even with home shopping, additional information can
lead to an increase in conversion. More than half of
More than 40% of US consumers are already familiar those interested in shopping would use AR functions to
with AR, at least rudimentarily, according to the current get more information about the product, 39% would buy
representative US market study 2019 by Eyecandylab, a product that is displayed on the screen via AR.
the company behind the Augmen.tv platform, showing
great potential for AR in the e-commerce sector. Viewers Gamification increases conversion
can use AR to identify products that can be seen in films
or TV programs, find out about them and buy them: for The playful handling of products also means that the
instance, 31.5% of consumers wish to learn more about user deliberately deals with them and pays for
products that are currently on the screen and 23% can increased engagement and improved brand
imagine buying products immediately. awareness. Since AR is basically designed for
interaction, different forms of activation work
AR can make products more tangible, especially in the particularly well if they are offered to the user with a
area of home shopping and e-commerce, according to playful component. AR can also bridge commercial
the study authors. In this demanding segment, the breaks during sports broadcasts. With AR, advertisers
visualization gives the customer a higher incentive to can increase the chance that viewers will actually
buy. watch the ad block because they can actively
participate, for example, through mini games that are
Less returns played during the commercial break.◊
But AR not only increases sales of products. By By Daniela La Marca
visualizing a product in the customer's environment
through AR, the number of returns can also be reduced:
for example, when selling interior or decorative items in
home shopping or e-commerce, AR can give viewers
and users a better impression of how the items look in
their own home.
6 December 2019 - Augmented Reality (AR) & Virtual Reality (VR) in Marketing