If you’ve read an article on the internet in the past two years, you’ve probably experienced a Moment. Moments is Verizon Media’s native ad format. It works like this: You’re scrolling and the top of an ad appears at the bottom of the screen. As you scroll down, more and more of the ad takes up the screen until the ad dominates the screen. It’s been a highly effective ad campaign, particularly on mobile devices. However, they feel that AR experiences might make it even more effective.
AR Experiences in Advertising
Now imagine that you’re scrolling and encounter an ad. This ad still gets in your way but it also gives you an option to enter an AR experience. You can use your forward-facing camera to see how a product would look placed in your environment. Or, you can use the “selfie-cam” to see what a hat, sunglasses, or a makeup palette would look like on you.
You might not actually be interested in the product but you’re a little curious. The AR experience draws you in. Maybe you decide “That chair would look good over there.” or “This color really works on me.” Even if you don’t buy the product, you’ve engaged with the ad.
“By bringing together AR and our premium, relevant, and trusted inventory, we can power a new level of utility for the user and performance for the advertiser,” Verizon Media’s Head of North American Sales and Global Client Solutions, Jeff Lucas, said in a release shared with ARPost. “Moments is a great example of that. It helps brands invite users in and meaningfully connect with them in a much deeper way.”
Verizon’s History with AR
To be clear, this isn’t Verizon Media’s first rodeo when it comes to utilizing augmented reality . The company previously launched AR-based immersive ads on Yahoo Mail and saw a huge increase in engagement. Content is made by Verizon Media’s content studio, RYOT Studio.
Further, Verizon Media is a part of Verizon, the mobile phone carrier. This is significant because Verizon is one of the companies pioneering 5G internet. This next generation of the internet is designed to be faster and more available than current 4G. That could mean making better quality AR experiences in more places.
Why We Care
So, is AR really so exciting that we’re getting pumped about ads now? In a word, yes.
The ads aren’t really the point. The point is that some investors still see AR as a risky venture. As AR becomes more ubiquitous, the technology becomes a more appealing venture for new companies.
Further, many people still experience AR for the first time through mobile phones. Giving people AR advertisements may do as much to “sell AR” is it does to sell the product. A larger market for AR may mean better and more affordable AR experiences for everyone.
