Just getting into AR?
Prospective customers in a variety of industries often ask our team why their company should use AR. AR is a dynamic technology used for different business objectives such as marketing, sales, training or operations. AR is also an innovative way to engage new audiences and has huge growth potential (BusinessWire reports that AR is expected to be worth $60 billion by 2023). Below are common questions we receive from businesses just beginning to explore AR:
What can you use it for?
This all depends on your goals. A retailer might have a product launch or store opening where AR could your customers a new way to engage with your brand and appear more innovative. Facebook filters are a great way for your customers to enjoy and share content with their friends. Have an event? In 2016, Gatorade's Super Bowl AR filter got more than 160 million impressions; more people than were actually watching the game itself! AR also has very functional uses such as Google Maps' AR overlay to help users find their destination and Mercedes scrapping the traditional car manual for Ask Mercedes, an AR experience to help guide you through all of the main features of your new car. Before creating an AR experience it's worth taking time to think about how, what and why you want to create the experience.
How do customers access it?
The majority of customers are accessing AR through Instagram, Facebook and Snapchat.
You can also create web-based AR experiences which do not require users to login to any application, or you can embed the experience within an existing app.
How long does it take to develop?
The answer to this question depends on the level of complexity of the AR experience. Some AR experiences are simple static frames that can be created quickly (1-2 weeks) and are great for events or promotions. AR experiences with more advanced facial tracking or gamified elements could take up to 4-6 weeks. It's important designers/developers receive thorough requirements from the outset so the project can be delivered on time (and pass approval from Facebook or Instagram if required).
Is it expensive?
This answer also depends on the complexity of the AR experience. The price range for AR projects is very large, ranging from USD1,000 (for simple filters) up to USD50,000+ (for more complex projects). Costs increase quickly if you have a tight deadline because teams will have to re-direct limited resources to complete your project.
The market for AR will continue to grow rapidly. Instagram now allows users to create and publish their own AR filters for Instagram Stories, bringing benefits to brands and influencers. With a dizzying amount of content vying for consumers' attention it's critical companies utilize AR to reach their target audience, otherwise risk becoming an irrelevant tech dinosaur.