Issue link: https://digital.copcomm.com/i/1512899
www.postmagazine.com 35 POST NOV/DEC 2023 OUTLOOK O O OUTLOOK O OUTLOOK AUGMENTED REALITY ugmented Reality (AR) pro- vides brands with a compelling avenue for engagement, bridging the gap between the digital and physical worlds. Brands that adopt AR as an experiential utility can engage consum- ers more deeply and cultivate lasting connections. As consumers increasingly embrace AR, and the technology con- tinues to evolve, let's explore the com- pelling reasons for brands to invest in branded AR experiences and shed light on their potential, limitations, costs and long-term implications. Make real-world connections Combining AR with tangible experiences enables brands to blend realities, making content more engaging and relatable. Brands should contemplate how AR can provide consumers with a compel- ling incentive to delve deeper into their product using this technology. It should enhance reality, not replicate it. Consider ways to integrate AR with physical mar- keting, such as retail, experiential market- ing, and at-home product engagement. Think beyond the novelty Rather than treating AR as a one-oˆ tac- tic, brands should approach it holistically, considering the long-term implications due to the evolving technology. Equally important is recognizing when AR is not a suitable strategy for consumer engagement. Simply placing tradi- tional content on a table or the ground may not resonate with consum- ers, as it fails to leverage AR's core potential for immersion. Existing AR frameworks vs. custom frameworks There are many choices, each oˆering its own unique advantages and disadvantages. The sim- plest approach is to use existing AR platforms, as they receive regular updates. Custom deployments using game engines, like Unity or Unreal, oˆer greater flexibility, but demand more short- and long-term eˆort. The ROI on AR The cost of AR deployments var- ies, from more aˆordable options on platforms like Instagram and Snapchat, to pricier, fully-customized apps and games. Notably, small gamified mo- ments are becoming increasingly com- mon in the branded social world, and if you have the budget, they can eˆective- ly encourage interaction and sharing. Nevertheless, it's essential to take small steps and explore approaches that allow for learning and pivoting, as AR technol- ogy is evolving rapidly. Mining AR data & demographics AR experiences are typically designed for tech-friendly users, and even within this approach, specific consumer groups will embrace various types of technical familiarity. Data collection is crucial for measuring the success of AR-branded experiences. Treat them like you would web platforms, gathering data on user engagement, behavior, location and more. These insights can inform updates, refine strategies and provide valuable consumer insight. HOW BRANDS CAN UNLOCK THE POWER OF A.R. BY LOREN JUDAH EXECUTIVE CREATIVE DIRECTOR WE ARE ROYALE HTTPS://WEAREROYALE.COM A of change, it is perhaps counterintuitive to find that some products and product categories now have longer lifespans. It's a welcome trend. Who doesn't want a better user interface or increased usability resulting from being iterated throughout generations of software de- velopment? This change of focus marks the beginning of a crucial shift towards maximizing the use of what we already have, an approach that is cost-eˆective, benefits the customers and is also envi- ronmentally sustainable. The latter is a subject that's likely to be more and more pressing as the year progresses. Increasingly ubiquitous connectivity will be one of the hallmarks of 2024. We are starting to see a world where high bandwidth can be considered a given, with low-latency communication avail- able almost everywhere. This extends to remote locations and even the maritime environment, with Low Earth Orbit satellites, such as Starlink and Amazon's soon-to-deploy Project Kuiper helping make broadband connectivity universal. These will augment the growing number of 5G services, which are set to impact the industry significantly. Bonded and segmented (private) 5G connections will underpin wholly cloud-native workflows stretching from glass to glass, improving the quality and immediacy of news, sports and event productions while lowering costs. And while 5G is yet to be implemented worldwide, the drivers in other industry segments — Industry 4.0 and autonomous vehicles among them — will ensure network build-out and use cases designed for it, and — within the decade — the transition onwards to 6G. Yes, 6G, which is perhaps as surprising as it is inevitable. Command the Stack is an AR tactical Command the Stack is an AR tactical Command the Stack flight game for the US Air Force.