Verizon Media Adding AR Features to Its Native Ad Format
Verizon Media has a native ad format known as Moment. The Moments ads appear at the bottom of the phone screen as the user is scrolling. The top part of the ad appears first and as the user continues scrolling downwards, more and more of the ad will emerge to occupy the screen until the ad dominates the screen of your device. The Moments ads have been quite effective on mobile devices. Now Verizon Media is incorporating AR effects which it hopes will make the ads more effective and also more fun.
Augmented Reality Effects in Advertising
With AR effects, users will now have the option of immersing themselves in an augmented reality experience as they are browsing the ads. The smartphone owners can use their forward-facing cameras to view how the product would look like in their environment. It is also possible to use the selfie-cam to visualize the AR effects. This is not the first time that augmented reality effects are being used in advertising. Various retail industries such as beauty and cosmetics and home décor are already using AR quite effectively to enable users to overlay effects and boost conversions. It also enhances the shopping experiences. For many retail companies, implementing an augmented reality experience is often a branding coup. Customers are able to view the brand as cool and forward-looking and that perception is key to brand loyalty and has a positive impact on the bottom line.
The AR experience is also great for users who may not necessarily be interested in purchasing the product outright but are drawn in by the fun effect. In the process of the “fun”, the users get to learn more about the brand and the product and perhaps, buy in into the brand from their engagement.
Verizon Media hopes that combining augmented reality with its premium and trusted ad inventory will provide a new level of utility not just for the end users but also for advertisers’ performance. The Moments platform allows brands to invite users and then engage with them in a more meaningful way through the effects.
This is not Verizon Media’s first foray into augmented reality. In the past, the company has implemented AR-based immersive ads on Yahoo Mail which had a positive impact on the user engagement. The content for the ads are developed by Verizon Media’s content studio RYOT Studio.
This step is significant as Verizon is also part of the giant mobile carrier Verizon which is pioneering the rollout of 5G connectivity. 5G and augmented reality are inseparable. The advent of super-connectivity will have positive dividends for the immersive technology industry which result in much better quality virtual reality and augmented reality experiences.
Verizon Media’s plunge into augmented reality is a positive sign that investors are beginning to take AR more seriously. As the technology continues to spread and become more mainstream, we are going to see more XR ventures and investments into the industry.
The mobile platform is also a core pathway for augmented reality experiences thanks to the extremely low proliferation of AR hardware. For the foreseeable future, the majority of users will have their first augmented reality experiences via mobile phones. Providing users with augmented reality ads through mobile thereby goes a long way in “selling” AR to a still skeptical audience.