Technology has continuously evolved throughout our history. However, two decades ago we witnessed a series of unprecedented technological advances that have revolutionized the world of communication and pose a constant challenge, not only to reach users, but to capture their attention and interest.
Taking advantage of these advances, the telecommunications industry is incorporating diverse and innovative technologies, among which the Augmented Reality (AR)for its ability to produce totally innovative experiences.
What is augmented reality?
Augmented Reality is a technology that combines the virtual world with the real one. It allows endless new opportunities when it comes to communication that were previously only possible in our imagination. Its potential lies precisely in the fact that it has demonstrated its ability to generate the attention, interest and remembrance of users.
According to him Accenture Interactive 2020 Immersive Experiences Survey47% of consumers say that immersive technologies make them feel more connected to products and/or brands. This is because Augmented Reality makes interaction with users less transactional. and closer. It immerses users in an interactive experience that invites them to browse and explore specially designed content.
These advantages and opportunities offered by Augmented Reality are not going unnoticed by the world’s leading consumer brands. 64% have already invested in the development of immersive experiences to enhance their marketing. In this way, AR is increasingly positioning itself as a strategic ally for marketing and advertising campaigns.
AR as an ally of startups
The success of immersive technologies in these fields is explained by two reasons that were developed in the Snap Consumer AR Global Report. For one thing, AR experiences drive nearly twice the visual attention compared to other ad formats. For the other, It is expected that by 2025, 75% of the world’s population and nearly all smartphone users will be frequent AR users. Which demonstrates its usability and future projection.
This situation is largely due to the ease of use of Augmented Reality by users, since today this technology does not require an application or a special program for its use, but consumers can access it with their cell phones and tablets directly from your web browser, by clicking a link or scanning a QR code. They just need to be connected to the internet.
The case of CamOnApp
The rise of immersive technologies favored the growth of companies around the world that specialize in creating Augmented Reality experiences. This is the case of CamOnApp, a company of Argentine origin that was created 8 years ago and managed to scale its technology globally, expanding its services to more than 20 countries in LATAM, EMEA and the USA.
The startup, invested by Wayra Hispam, the Corporate Venture Capital of Telefónica Movistar, is made up of an expert team that has already developed Augmented Reality projects for more than 180 companies from different sectors such as Disney, Corona, Victorinox, Coca-Cola, Nestlé, Nike, L’Oreal and Carrefour.
A success story of the company that is the project they developed together with Samsung, for the launch of their special BTS edition. In this case, the brand decided to add an Augmented Reality experience that was accessed from a QR code at the points of sale, so that users can visualize the new product and its functions in detail, and immerse themselves in the universe of the South Korean K-pop band.
How to take advantage of AR?
As you can see, Augmented Reality applied to marketing and advertising has multiple forms of use and exploitationand it is not limited to a specific sector of the market, but is increasingly expanding its scope, offering a greater number of solutions and opportunities for all types of products and services.
Today more than ever, reaching consumers and establishing a bond with them has become a challenge for companies and communication. In this context, immersive technologies propose disruptive formats that, being accessible and tangible, generate a direct connection with users. This, added to everything we have said, explains the unprecedented prominence that Augmented Reality is having worldwide.
By Damian Alcala, CEO and co-founder of CamOnApp, a startup promoted by Wayra Hispam.
Wayra Hispam It is the most global, technological and connected open innovation hub of Telefónica Movistar. In addition to its operations in Latin America (Mexico, Argentina, Chile, Colombia and Peru), Wayra also operates in Brazil, Germany, Spain and the United Kingdom. More than 500 startups participating in Telefónica’s Open Innovation program are still active, and more than 100 startups are doing business with Grupo Telefónica.