Page 6 - AeM_December_2019
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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
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