Is Ad-supported News the Next Big Thing in AR?
Time magazine believes it is. The traditional print publication and its publishers ran their first ever issue with four augmented reality (AR) activations, only accessible through their branded smartphone app. (Incidentally, but probably purposely, this is also the first issue of Time that’s been published with the help of a guest editor; this issue it’s Bill Gates.)
Augmented reality, if you’re not familiar with the term, refers to experiences that essentially combine the real world and the digital world. For example, Time used this issue to bring to life a sort of meta-story on how the issue was put together, using video on the user’s (reader’s?) phone as well as print storytelling. It’s a different, but similar, technology to virtual reality, where people don headgear and other tech equipment and are immersed in a digital reality. Meredith, Time’s parent company, was recently reported to be investing heavily in AR and VR, and this appears to be the firm’s first real foray into the new medium.
But even the publishers own executives are saying it’s a nascent technology, but others see it as the next big innovation—bigger and more powerful than virtual reality. Mostly because it brings the digital world directly into the real world. A great example of a commercial application of this is the IKEA app, where you can use it to see various pieces of furniture superimposed over rooms in your own home.
For publishers like Meredith, though, the goal appears to be driving an integration between print and digital. In other words, sell more magazines. It’s a potentially novel approach to up the value of the print publication, given that it’s challenging to have the same type of experience in a piece of digital content while viewing that content. And for advertisers, that might make sense, if they can get their numbers up. The question remains, of course, whether or not it’s just a gimmick or novelty, and whether it will add real value to readers.
And certainly the possibilities for AR advertising are huge. Brands want consumers to engage with their content, and AR is an excellent medium for that. From our perspective: It’s always good to try new things, to experiment. You never really know when something experimental may surprise you and perform beyond expectations. And as the saying goes, “The best way to predict the future is to invent it.”
If you’re interested finding ways to better harness technology—experimental or otherwise—to grow your bottom line, contact us. We’re experts at helping brands connect with their customers in new and unexpected ways.