{"id":1448,"date":"2021-08-16T08:30:09","date_gmt":"2021-08-16T12:30:09","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/08\/16\/using-ar-to-reach-camera-native-gen-z\/"},"modified":"2021-08-16T08:30:09","modified_gmt":"2021-08-16T12:30:09","slug":"using-ar-to-reach-camera-native-gen-z","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/using-ar-to-reach-camera-native-gen-z\/1448\/","title":{"rendered":"Using AR to reach \u2018Camera Native\u2019 Gen-Z"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376252 = window.plc376252 || 0;\n            document.write('<' + 'div id=\"placement_376252_' + plc376252+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376252, [300,250], 'placement_376252_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376252++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><strong><em>By Faisal Galaria, CEO, Blippar<\/em><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For Gen Z, Augmented Reality (AR) is already part of their everyday lives. In a recent<a href=\"https:\/\/europe.advertisingweek.com\/agenda\/session\/535685\" aria-label=\"webinar, read on advertising week\"> webinar<\/a> Snap Inc\u2019s Director of Global Creative Strategy, Will Scougal, said that 200m of its users engage with AR daily on average and that the smartphone camera is the new keyboard.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Born during a time when consumer technology was exploding, GenZ spends up to<a href=\"https:\/\/techjury.net\/blog\/how-much-time-does-the-average-american-spend-on-their-phone\/#gref\" aria-label=\"10 hours, read on tech jury\"> 10 hours<\/a> per day scrolling on their mobile devices and has become a \u2018camera native\u2019 generation. This means the potential for brands to use AR to engage with this often hard-to-reach audience base is huge \u2013 and with Gen-Z estimated to have as much as <a href=\"https:\/\/www.millennialmarketing.com\/wp-content\/uploads\/2018\/01\/Barkley_WP_GenZMarketSpend_Final.pdf\" aria-label=\"143 billion dollars, read on millennial marketing\">$143b<\/a> in disposable income, brands need to take note.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Blippar believes that AR goes far beyond front-camera fun and frivolous uses like hunting <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2021-06-14\/following-pokemon-go-niantic-plans-transformers-game-ar-tech-for-developers\" aria-label=\"pocket monsters, read on bloomberg\">pocket monsters<\/a> or applying face filters. AR\u2019s real potential for brands lies in experiences with the rear-facing mobile phone camera.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n\n<h4 class=\"wp-block-heading\"><\/h4>\n<h4 class=\"wp-block-heading\"><strong>Putting the rear camera AR into Marketing<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">One of the most popular AR uses of the rear-facing smartphone camera is to showcase products, which consumers clearly enjoy; <a href=\"https:\/\/www2.deloitte.com\/content\/dam\/Deloitte\/dk\/Documents\/Grabngo\/Digital%20Reality%20GrabNGo_2019_030419.pdf\" aria-label=\"55 percent, read on deloitte\">55%<\/a> say AR increases their shopping excitement. Have you ever ordered a sofa online, only for it to turn up and be bigger than your actual living room? Well, this is why consumers are <a href=\"https:\/\/www.forrester.com\/webinar\/The+State+Of+Augmented+Reality+In+Consumer+Experiences+2020\/-\/E-WEB30986\" aria-label=\"11 times, read on forrester\">11 times<\/a> more likely to purchase furniture after trying it for size by putting the furniture \u2018in\u2019 their rooms using the rear-facing mobile camera.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">AR allows brands to create the on-demand experiences GenZ wants; be that measuring up for sofas in their first flat or swiping to check sustainability credentials \u2014 a particularly<a href=\"https:\/\/fashionunited.uk\/news\/retail\/gen-z-consumer-inspired-by-sustainability-and-self-expression\/2021060155788\" aria-label=\"important, read on fashion united\"> important<\/a> factor for Gen Z. An example of this can be seen in the AR experience developed by Blippar for <a href=\"https:\/\/www.youtube.com\/watch?v=uyP3YX_MAQ4\" aria-label=\"mars, see on youtube\">Mars<\/a> and its Uncle Ben\u2019s rice products \u2013 tracing the entire journey from farm to fork \u2013 or Blippar\u2019s campaign for Heineken, <a href=\"https:\/\/www.blippar.com\/blog\/2015\/05\/05\/blipp-for-a-better-world-heineken-and-blippar-build-sustainability-campaign\" aria-label=\"brewing a better world, read on blippar\">\u201cBrewing a Better World\u201d,<\/a> which enabled consumers to scan Heineken bottles and engage with their favourite products on their journey to sustainability. But this is far from the limit of AR\u2019s possibilities. Product interactions can also create positive associations with brands that stimulate greater trust, and word-of-mouth recommendations and reviews, another<a href=\"https:\/\/www.forbes.com\/sites\/michaelstone\/2021\/05\/18\/gen-z-they-crave-stability-and-trust-so-give-it-to-them\/\" aria-label=\"vital, read on forbes\"> vital<\/a> element for Gen Z.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Making brand engagement more engaging<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Gen Z expects convenience, constant connectivity and smooth communications.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">WebAR lets consumers view AR experiences through their browser by clicking URL links or scanning QR codes with their mobile. It allows marketers to provide them with engaging experiences they can access wherever and whenever, and to use AR outside of dedicated apps and as part of broader multi-channel campaigns &#8211; putting AR experiences literally in the hands of most users with a smartphone.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A good example of a complementary partner to AR is out-of-home (OOH) advertising. Major brands such as Burger King have already shown that the two can work together to amplify impact and action. Inspired by speculation about the flavour of its Whopper, Burger King\u2019s latest<a href=\"https:\/\/www.campaignlive.co.uk\/article\/burger-king-lampoons-conspiracy-theorists-new-tv-ooh-campaign\/1716131\" aria-label=\"campaign, read on campaign live\"> campaign<\/a> ties together a TV ad, where a customer is spreading fake news around secret digitally-generated liquid smoke, and OOH billboards featuring QR codes, which users can scan with an Instagram lens to find a trail of smoke leading them to the closest restaurant.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>What&rsquo;s next for AR interaction?<\/strong><\/h4>\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.marketingdive.com\/news\/gen-z-wants-brands-to-be-fun-authentic-and-good-study-says\/581191\/#:~:text=Gen%20Zers%20prefer%20brands%20that,that%20contributes%20to%20social%20causes.\" aria-label=\"authenticity is key for gen z, read on marketing dive\">Authenticity is key for Gen Z<\/a>, and live experiences can take social AR one step further to create deeper engagement.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For example, smartphone brand <a href=\"https:\/\/www.blippar.com\/blog\/2020\/07\/21\/blippar-delivers-worlds-first-product-launch-entirely-in-augmented-reality\" aria-label=\"one plus, read on blippar\">OnePlus<\/a> recently used Blippar\u2019s AR technology to broadcast the world\u2019s first live product launch for its OnePlus Nord smartphone. The results speak for themselves and show the appetite for shared experiences: 300,000 pre-launch downloads, 620,000 live views, and over 7 million post-event views.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Brands can also use AR to add a richer experience to practical elements of consumer engagement across a wide range of products and sectors. For example, in the automotive sector, instead of just looking at a 3D image on their social page, through rear-facing cameras consumers can \u2018test drive\u2019 the car, see how it looks on their driveway and look at design options like paintwork colour, which creates longer dwell times and even speeds up purchase consideration. Brands like Jaguar Land Rover have already successfully leveraged these immersive AR experiences as part of their sales strategy, putting <a href=\"https:\/\/www.campaignlive.co.uk\/article\/new-banner-ad-jaguar-land-rover-lets-test-drive-car-phone\/1435358\" aria-label=\"potential drivers in the driving seat, read on campaign live\">potential drivers \u2018in the driving seat\u2019<\/a> of the Range Rover Velar before it launched in 2017.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Generations are categories we and others assign to us. We talk about technology in the same way; computers were one generation of technology, mobile phones the next, and cutting-edge innovations are described as \u2018next gen\u2019.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Gen Z\u2019s habits, attitudes and use of the rear camera make next-gen AR the perfect way for brands to reach and engage them.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            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generation.<\/p>\n","protected":false},"author":7,"featured_media":1449,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[6],"topics":[2],"class_list":["post-1448","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-tech","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Using AR to reach \u2018Camera Native\u2019 Gen-Z | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/using-ar-to-reach-camera-native-gen-z\/1448\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" 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