{"id":6353,"date":"2024-02-27T01:38:21","date_gmt":"2024-02-27T06:38:21","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/02\/27\/augmented-reality-plus-artificial-intelligence-will-deliver-transformative-results\/"},"modified":"2024-02-22T12:41:22","modified_gmt":"2024-02-22T17:41:22","slug":"augmented-reality-plus-artificial-intelligence-will-deliver-transformative-results","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/augmented-reality-plus-artificial-intelligence-will-deliver-transformative-results\/6353\/","title":{"rendered":"Augmented Reality Plus Artificial Intelligence Will Deliver Transformative Results"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Amira Di Costanzo, Marketing and Growth Director, Aryel<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Advertisers have long been constrained by the inherent limits of traditional demographic data \u2014 which are only narrowing as third-party cookies become phased out, and regulatory restrictions on data collection are increasingly imposed. This has led many to use one-size-fits-all marketing approaches to bluntly target users whose needs and habits they don\u2019t fully understand, which, naturally, has resulted in wasted ad spend and unrealised business KPIs.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">However, we now stand at the dawn of a new golden age of display advertising all about capturing user emotion. Cutting-edge innovations powered by Augmented Reality (AR) and Artificial Intelligence (AI) are enabling marketers to understand their audiences on a deeper level than ever before, position their offerings with utmost accuracy, and maximise the emotional impact of their display ads \u2014 without relying on third-party cookies.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Emotion metrics are a development that\u2019s leading a new wave of display advertising, merging with organisations\u2019 existing data stacks to form a holistic data strategy and drive meaningful customer experiences.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Knowing your audience: a revolutionary step forward<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">AR and AI user analytics can expand on conventional demographic data to encompass information around facial features, emotion metrics, product attention spots, and time spent on ads. This intelligence provides an abundance of valuable data for advertisers to create more impactful campaigns, while always maintaining full compliance with evolving privacy regulations, and transparency to consumers viewing these ads.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For instance, bespoke facial recognition technologies that take frames from the user\u2019s camera can, with increasing accuracy, gather real-time first-party insights about audience reactions when viewing advertisements or branded content in AR.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Going further, these innovations can leverage detailed 3D heat maps of products, highlighting specific product attention spots that captivate the most interest; taking into account every zoom, virtual touch, and pivot. This feature tells marketers which aspects of their offerings resonate the most with which users, allowing subsequent marketing campaigns to be personalised towards each user with nuanced preferences in mind.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Similarly, advertisers can measure the time spent on ads and use it as a new metric for retargeting users \u2014 acting as an AR equivalent of view-through rate metrics for conventional display ads.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Brands leveraging AR rich media formats through applications that incorporate the user\u2019s face, such as virtual try-ons, camera effects and AR filters, AR quizzes and surveys, and AR minigames can swiftly capture these analytics when equipped with state-of-the-art AI tools that can measure and analyse them.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Better capturing, better understanding, better offerings<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Typically, advertisers have measured the effectiveness of their campaigns with quantitative metrics such as impressions, clicks, views, CTR, and conversion rates. However, this new wave of comprehensive emotion metrics allows a deeper level of insight into consumers\u2019 decision-making.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For example, if it is known that many users experience positive emotions when interacting with a certain product, but don\u2019t make the purchase, then advertisers may have reason to review their pricing, target audience, or value proposition \u2014 not the product. This type of insight can also supercharge advertisers\u2019 understanding of their demographics, going beyond basic information such as gender and age to hair colour, face shape, and eye colour, which can directly influence advertising strategies and even product design choices in future marketing campaigns.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What\u2019s more, previously, emotional state data has only been available through expensive lab-based testing or audience surveys, which, respectively, are inaccessible for most businesses seeking comprehensive and efficient data collection solutions, and hold significant room for bias as participants were aware they were being tested. Collecting emotional state data in-flight, using built-in AR and AI software, on the other hand, provides more authentic and representative insights while significantly cutting costs and complexities for marketers.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In this way, entire addressable audiences can be targeted with granular precision in real-time, allowing hyper-personalisation of marketing campaigns at an unprecedented scale.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The road to more intelligent advertising<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">As the advertising industry navigates the challenges of a cookieless future, the development of tools that facilitate crystal-clear understanding of how specific audiences respond emotionally to certain types of content, is set to be a vital asset; offering a sophisticated and premium-quality targeting solution.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Advertisers that utilise these existing and developing tools \u2014 harnessing both traditional and novel advertising metrics \u2014 can implement Dynamic Creative Optimisation (DCO) strategies, tailor their campaigns in line with comprehensive audience data, and provide groundbreaking levels of personalisation to audiences with AR display ads at scale. As a result, they can ensure maximal memorability of ads, superior engagement of audiences, and enhanced conversions from campaigns.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Emotion metrics are a development that\u2019s leading a new wave of display advertising, merging with organisations\u2019 existing data stacks to form a holistic data strategy and drive meaningful customer experiences.<\/p>\n","protected":false},"author":7,"featured_media":6354,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[17],"topics":[2],"class_list":["post-6353","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-ai","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - 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