Until not long ago, augmented reality was one of those things that was pointed out in analyzes of how the world could change and what impact technological developments could have. Now, augmented reality is not just a reality, but it has even positioned itself as one of the most promising ways to reach consumers.
The deployment of network connection capabilities that 5G brings and the fact that smartphones themselves are getting better and better means that augmented reality is much more possible. One of the latest studies on where augmented reality is going already points to printing figures. According to GlobalData estimates, within ten years the augmented reality industry will be worth € 128.1 billion. It will be an overwhelming growth: the amount supposes multiplying by 22 what this technology now moves.
This boom in augmented reality will be closely linked to the great trends that set the agenda. The change in the future of work and all the hype that is being generated about the metaverse will underpin the growth of its use. “Augmented reality is becoming a utility in specific consumer and work applications,” explains Rupantar Guha, GlobalData specialist. In consumption, it has settled in social media, gaming and ecommerce, but in the near future it will go much further. In addition, augmented reality will not be limited to what smartphones can do.
There are more and more smart devices and in which augmented reality can be integrated. For example, the whole boom in smart glasses – that element that comes and goes as a trend of the moment – could boost it. The glasses could integrate it by default and allow the user to access a whole flood of content.
What it means for companies
This remarkable growth of augmented reality is not only important for technology companies or for those, more specifically, connected with its operation or launch. The potential is much broader and will dramatically change the playing field for brands and advertisers. Augmented reality opens up many possibilities, expanding how content is offered and what it allows to do. For brands, it will completely change the possible reach of your content, your ads and your customer experiences.
Augmented reality, for example, will allow you to test products without leaving home or creating the illusion of seeing them as they would be in the real world. It will create much more immersive and much more realistic experiences, which can be a game changer in industries such as e-commerce.
It is not the same to buy a product without seeing it as having the feeling that it has been made, that it has been seen as it will look in the real world. Likewise, for your content and ads, augmented reality adds the surprise effect and turns them into something livable. This will possibly modify the engagement achieved. When something is particularly striking, it also wins in terms of memory, which will enhance the recall of these brand actions.