The ground-breaking, immersive engagement of Programmatic Augmented Reality (AR) and Virtual Reality (VR) reflect the shifts underway in digital advertising. Display ads gave way to photos, and then to videos as must-have content. Programmatic ads likewise witnessed a similar progression of content types in recent years, all for none other than buyers.
Keeping buyer preference and user experience in mind, B2B and B2C marketers are ready to adapt to tech disruptions like AR to their own purposes. For example, Amazon introduced an app called “Amazon Augmented Reality” to provide in-store immersive online shopping experiences.
Mobile: The Programmatic AR Bridge to B2B Buyers
The mobile phones we hold so dear are no less than supercomputers, supporting all kinds of content. These devices can bridge the gap between marketers and B2B buyers, especially when movements are restricted due to pandemic. This makes mobile a viable channel for programmatic AR.
Three-dimensional ads will score better than the majority of online ads, which are two-dimensional. An interactive virtual tour or 360-degree video is more likely to grab your attention than a simple video ad. The immersive technologies contribute to persuasive storytelling and ad content. Plus they’re just darn cool.
Better User Engagement With AR and VR Ads
AR and VR content adds a unique, creative layer within the existing programmatic marketing ecosystem. These immersive ads have better viewability than web-based video ads and banner ads.
Marketers add banner ads inside their AR/VR ad units to implement programmatic marketing. Very forward-thinking B2B marketers are even looking ahead to combining AR/VR ads and DOOH/POS activations for elevated campaign performance. With new technologies unfolding over time, marketers need new ways to measure performance and engagement metrics for these innovative tactics.
Click-throughs and completion rates may not be applicable in case of videos that are 100% viewable. For that you’ll need different ways to measure.
AI-driven self-service channels and chatbots engage with prospective buyers to solve their queries and provide relevant solutions. AR/VR ads will grow user interest with visual and interactive appeal. It may add to the value of the digital content, which relates to themes in theIAB & PwC Outlook 2021. The report suggests a rising shift towards “outcome”-based measurement strategy in the digital ad ecosystem, meaning buyers expect more value from exchanges with brands. In some cases, that value may be an augmented or virtual experience.
Immersive AR in Programmatic Display Ads
AR/VR ads or 360-degree banner ads can grab eyeballs like no other media content. The audience is already accustomed to audio and video ads. Now is the time to treat them with a sweet surprise, like a real-life experience that’s virtually possible. For example, a 360-degree banner follows the movements of a user’s smartphone, and that way it is interactive, allowing brand awareness on a broader spectrum.
Some marketers deploy creative digital content programmatically on platforms like Google, AppNexus or other demand-side platforms. These AR/VR driven programmatic display ads drive brand awareness, brand loyalty and customer engagement. Bringing these technologies into your marketing stack will show a tech-savvy side to your B2B brand, and your audience gets a chance to dive deeper into your messaging and content.
The meteoric rise of AR/VR, machine learning, artificial intelligence and other cognitive technologies continue to shape the future of the Adtech segment. The competitive and volatile market conditions need compelling, easy-to-use, tailored solutions to be ahead of the game. Our blogs and resources can provide more insightful updates on programmatic advertising.
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