Simply put: an XR ad is more profitable and more eye-catching.
A 360 advertisement has an 83% completion rate average, compared to traditional video’s 52% (Source, Omnivirt). That means more eyes on your message.
XR means extended reality.
XR is a catchall term for Augmented Reality (AR), Virtual Reality (VR), Mixed Reality (MR), and 360 video.
Tech companies wanted to create a standard that makes it easier to build for all “XR” platforms at once called “OpenXR” which simplifies development for multiple interaction platforms.
Here are a list of some of the supports of OpenXR from Khronos.org (the same group responsible for Vulkan and OpenGL)
The most successful XR Ad campaign of 2019 was created as multiple Augmented Reality (AR) games playable by scanning QR codes in-store and on 7/11 products. In combination with the Zappar app. 7-Eleven’s customers were treated to branded experiences that received millions of views. This campaign acts as a proof of concept for many ads likely to follow. The campaign was created by Zappar. A leading AR company.
The latest generation of AR can function without installing apps in web-based experiences.
Watch the video above for more facts about the most successful XR campaign of 2019.
“With Zappar’s lightweight SDK powering a full calendar of exclusive interactive content to delight and reward
7-Eleven customers. The campaign won ‘Best Campaign’ at the prestigious Auggie Awards at AWE 2019.” -Zappar YouTube
XR ads increase user engagement: viewers pay attention. They can enhance brand
-Nicholas Girard
favorability, increase purchase intention, and be memorable experiences.
Using these technologies and choosing your strategy is key. 7-Eleven succeeded because they already had a walk-in audience to entertain, and branded experiences could be scanned on certain items users brought home.
One unique element of the campaign was that 7-Eleven continued to release new content, so return customers were treated to new experiences.
What about VR and 360?
Read more about how VR (Virtual Reality) and 360 (360-degree video) might be the right fit for your brand. Users have ubiquitous access to 360 videos through the YouTube app and services such as 8th wall. VR users are tech-savvy, but a currently limited audience. VR can be a great in-store option to set your luxury brand apart and sell many other products, be sure to check out that blog below.