Google Glass is the latest augmented reality (AR) technology which has caused a stir in the mobile advertising and marketing sector. Over the past few years augmented reality (AR) has become an integral part of several companies’ advertising and marketing strategies, fulfilling consumer demands for more creative, innovative and interactive methods of engagement. Increasing levels of investment in AR technologies are forecasted over the next few years, with a significant proportion of this investment likely to be for the purpose of advertising and marketing. According to a study by Hidden LTD, currently, almost 20% of AR applications are for the purpose of ‘bringing to life’ online campaigns and an additional 10% of AR applications are aimed at enhancing point of sale material.
The unveiling of plans for Google’s latest venture, Google Glass, has caused a recent resurgence in interest surrounding the possibilities of augmented reality in advertising and marketing strategies. Despite Google releasing statements that ‘there are no plans for advertising on this device’ and that they are more interested in making the hardware available, there have been high levels of speculation surrounding their advertising and marketing. As Greg Stuart, CEO of the Mobile Marketing Association commented, Google Glass could impact marketing in unprecedented ways.
The technology has the potential to revolutionize SOLOMO (Social, local, mobile) marketing. It is predicated that Google Glass will facilitate instantaneous access to information about local businesses when moving through an area. Social features such as Foursquare check-in and the potential for apps similar to the ‘Find Friends Nearby’ app, could allow intensified social interaction and social marketing surrounding local businesses. Google Glass could also facilitate more subtle, social, video marketing, with the potential for consumers to use the device’s video functionality to record short social videos of purchases, experiences and places, which could be shared online instantly. Finally, it is predicted that the technology could also enable increased targeted advertising and marketing, with the potential for tracking of website visits and search data; this could allow different people to interact with different types of promotions or adverts in the same virtual/physical space at the same time. However, it must be noted that there is still high levels of uncertainty as to how much information users will be willing to provide (See here for some of the latest on the Google Glass privacy debate), how wide spread the use of Google Glass will be and the exact form this new technology will take.
Despite uncertainties regarding the Google Glass, it is clear that augmented reality, in general, is beginning to take off as an important tool for generating increased brand engagement. Recently AR has been used in campaigns across a variety of sectors. Notable examples include: Net-A-Porter’s interactive store front, Airwalks’ invisible pop-up store, Mabellines ShowColor nail varnish app, Absolute Vodka’s AbsolutTruths Campaign, the National Geographic AR Installations (one of which is shown in the image below) and, Frauennotruf Munchen’s (A German Charity) domestic abuse AR campaign (see here for examples of more AR campaigns). It is evident that AR technologies are offering new and unique consumer-brand interactions, radically altering the way in which the physical and digital worlds interface. As Christina Austin, in an article for Business Insider, commented ‘AR campaigns resonate with consumers in a way that most other ad platforms fall short’. For this reason we can expect to see AR increasingly becoming an integral part of many companies advertising and marketing strategies, leading ‘us into a new era of active and reactive brand communication and experience’ (Mashable.com).