Reasons To Invest In Augmented Reality.
- magviewin2050
- Nov 2, 2020
- 3 min read
Author: Pardis Haghighi
Research by: Leanne Linetsky
Appropriately implemented, augmented reality adds extreme value to a reader’s experience within printed products (like magazines). However, in order to effectively utilize augmented reality, publications must consider what AR is, how it will be used, and how it will benefit them. Including AR within magazines can be particularly advantageous as magazines generally possess a special consumer-base customized to their content. In other words, there is already an existing appeal to the reader. The following article will address how AR can be implemented effectively to enhance the consumers experience, the benefits of AR as well as provide essential tips based on specific experiences from AR developers.
How To Effectively Implement AR
The purpose of augmented reality is to provide the reader with extended material on the topic of their interest. However, publishers should not rely solely on the inclusion of AR to boost their sales.
When implementing AR, publishers must ensure they have a pre-established purpose. This secures audience retention, as consumers will be more engaged with the content.
Augmented reality should not be used as a quick solution to drive up sales, but a valuable tool to create a loyal customer base. This poses the question:
“how long must one implement augmented reality before seeing effective noticeable results with the returns of the consumer base?”
Ainars Klavins, CEO and Co-founder of Overly, an app developer that works with organizations to implement augmented reality, recommends infusing AR consistently for at least half a year in order to accurately evaluate its effectiveness. After six months, Klavins suggests that: “...you can either cut it off or create a plan for a permanent AR roll-out.”
Klavins expresses that the inclusion of AR is a valuable investment for the future of your magazine. Customer interaction is vital; garnering enough interaction will keep the audience continually engaged. Klavin suggests one way to achieve this is by investing in effective content creation:
Misconceptions About AR
A common misconception of AR is that it is limited to younger audiences. However, older consumer bases should not be excluded as AR is beneficial to all age demographics and has the ability to enhance all experiences. Implementing AR as a permanent feature of your publication allows you to create ads with a much higher degree in value, mutually benefitting both your company and your readers. To effectively persuade the reader to interact with the AR ad, you must offer something desirable to them. “For example, by browsing AR content, readers may be offered a 20% discount on the product. They may be able to watch a trailer for a movie promo and buy discounted tickets straight off in AR.” Source: (Klavins, 2020).
AR in Today’s Magazine Industry
Augmented reality is key in providing readers with a heightened experience, as the implementation of this technology gives the publication a more luxurious tone. This is prominently displayed in fashion magazines when promoting high end couture. W Magazine, a notable fashion publication, made an effort to include AR in their 2017 Collector’s Issue with an interactive cover featuring Katy Perry. The editor of the magazine claimed that this was not a gimmick, but rather, framed the inclusion of AR as a tactical method of promoting the brand as luxury:
“We want to make it clear that technology for us is not just an add-on to make the magazine more exciting. It’s a key part of how readers experience this collectible, luxurious object, in a way that’s highly tactile that builds on what we’ve produced in print”
Source: (Alvarez, 2017).
With increasing implementation of Augmented Reality within the magazine industry, the investment of technology for publications is both proficient and desirable. Infusing dynamic, interactive design opens Art Direction to a new era with limitless creation, one with doubtless resilience in upcoming decades.
SOURCES
Alvarez E. (2017, August). 'W Magazine' shows how fashion is embracing augmented reality. Engaget.
Goodfellow, J. (2017, February). Three-quarters of British population use a second screen while watching TV, study finds. The Drum.
Klavins, A. (2020, March). Augmented reality for magazines & newspapers: layering up traditional media for the digital era. Overly.
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