Brands seeing value in AR advertising, says Verizon Media

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Brands are increasingly seeing the value in augmented reality (AR) advertising, according to Jeff Lucas of Verizon Media.

Quick read

➨ In September, the media business extended its AR capabilities to its native Moments format

➨ Users have complete control of each product’s digital AR experience, adjusting by size and position

➨ Brands can flip the AR experience to a smartphone’s front-facing camera, unlocking new engagement opportunities with a collection of Face Features

The story

Lucas, head of North American sales and global client solutions at Verizon Media, says AR ads, such as those that the media business recently made available through its Moments platform, are “performing incredibly well”, with conversion rates in the 20% to 80% range. 

He continues: “Perhaps, this is because instead of being disruptive, AR ads are natively placed and interactive experiences that consumers can control and play with, instilling a positive feeling with the brand advertising.”

Launched in 2017, Moments is a premium full-screen native advertising platform that scales across Verizon Media’s mobile apps and web properties. In September, the media business extended its AR capabilities to its native Moments format.

With the new AR features, Verizon Media’s advertisers can now allow consumers to interact with, evaluate and test multiple products through their smartphone.

According to Verizon Media, users have complete control of each product’s digital AR experience, adjusting by size and position. Additionally, brands can flip the AR experience to a smartphone’s front-facing camera, unlocking new engagement opportunities with a collection of Face Features.

Lucas comments: “Interactivity is what makes extended reality (XR) formats—like AR and virtual reality (VR)—so special. With our new AR features for Moments, for example, advertisers can now allow users to interact with, evaluate and test multiple products in their 3D environment through their smartphone camera and screen. The user has complete control of each product’s digital AR experience, adjusting by size and position. Because of the interaction, you get a deep immersion and heightened brand awareness and affinity derived from the experience.”

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Image credit: Verizon Media