From Murals to Billboards: The Versatility of Augmented Reality in OOH Advertising

The out-of-home (OOH) advertising landscape has always been a canvas for creativity, but augmented reality (AR) transforms it into an interactive playground. From vibrant murals on city streets to towering billboards, AR is breathing new life into traditional advertising mediums, offering brands unprecedented ways to engage audiences.

The Rise of AR in OOH Advertising

Augmented reality overlays digital information onto the real world, enhancing the viewer’s perception and interaction with their environment. With smartphones’ ubiquity and advancements in AR technology, advertisers are leveraging this to create immersive experiences that go beyond static visuals.

According to a 2023 report by ARtillery Intelligence, the AR advertising market is projected to reach $8 billion by 2025, signaling a significant shift in how brands approach consumer engagement.

Vodafone’s AR Billboard Campaign: A Snapshot

Vodaphone Augmented Reality Billboard Case Study

Vodafone’s AR billboard campaign across Germany redefined Out-of-Home Advertising by turning traditional billboards into interactive, digital experiences. With eight billboards featuring QR codes, audiences could scan to activate a 3D AR experience that brought the ads to life and allowed users to play a game for exclusive prizes.

The results were remarkable:

• 50 million people reached.
• 40% of engaged users visited Vodafone stores.
• 82% of participants felt excited by the experience, with 81% wanting more AR ads in the future.
• The campaign also achieved 17,000+ minutes of active brand interaction, hundreds of thousands of social shares, +10% brand uniqueness, and +5% higher consideration.

By transforming static billboards into engaging AR experiences, Vodafone not only captured attention but also converted it into significant retail foot traffic and social buzz, demonstrating the true potential of augmented reality for OOH advertising

How Is It Done? The Mechanics Behind AR in OOH

Implementing AR in OOH advertising involves a blend of creative design and technology:

1. Conceptualization: Define your campaign’s goals. What story do you want to tell, and how can AR enhance it?
2. Content Creation: Develop digital assets like 3D models, animations, and interactive elements. This often involves collaborating with AR developers and creative agencies.
3. Platform Selection: Choose an AR platform or app your audience can easily access. Options include WebAR, custom apps or existing social platforms like Instagram, Snapchat, and TikTok. 
4. Integration with OOH Media: Ensure that the physical OOH assets (murals, billboards) are designed to work seamlessly with the AR content.
5. Testing and Deployment: Before launching, rigorously test the AR experience across different devices to guarantee a smooth user experience.

Ease and Seamlessness for Advertisers and OOH Owners

For advertisers and OOH owners, adopting AR technology has become increasingly accessible:

• Collaboration Opportunities: OOH owners can partner directly with AR specialists like BrandXR to offer turnkey solutions to advertisers, enhancing the value proposition without overcomplicating operations.
• User-Friendly Tools: AR development platforms, such as the no-code BrandXR Studio, Unity and Unreal Engine, simplify the AR creation process, often requiring minimal technical expertise.

Steps to Make It Happen as an Advertiser

1. Define Your Objectives: What do you hope to achieve with AR? Increased engagement, data collection, social sharing?
2. Budget Planning: Understand the costs involved and allocate budget accordingly.
3. Partner Selection: Choose the right OOH owners and AR developers who understand your vision.
4. Content Creation: Work closely with creative teams to develop AR content that aligns with your brand.
5. Promotion Strategy: Develop a plan to promote the AR experience to your audience, ensuring they know how and where to engage.

Timeline: How Long Does It Take?

• Initial Planning: 1-2 weeks to define objectives and select partners.
• Content Development: 4 weeks for creating AR assets and integrating them with OOH media.
• Testing: 1-2 weeks to test the AR experience across devices and environments.
• Total Timeframe: Approximately 6-8 weeks from conception to launch.

Creative Costs and Ballpark Pricing

• Basic AR Experiences:
  • Cost: $15,000 – $30,000
  • Includes: Simple animations or overlays on existing OOH assets.
• Intermediate AR Campaigns:
  • Cost: $30,000 – $75,000
  • Includes: Custom animations, limited interactivity, integration with social media platforms.
• Advanced AR Experiences:
  • Cost: $75,000 – $200,000+
  • Includes: Highly interactive content, custom app development, complex 3D models, and personalization features.

The Benefits: Why Invest in AR for OOH?

• • Enhanced Engagement: Interactive content captures attention much longer than traditional media. 
  • Data Collection: Gather valuable insights on user behavior and preferences.
  • Social Media Amplification: Share-worthy experiences can go viral, extending your reach organically.
  • Competitive Edge: Stand out in a crowded market by offering innovative experiences.

• Scalability: Build the experience once and deploy it infinitely across all media formats: digital, billboards, murals, airports, transit, place-based, etc.

Future Trends: What’s Next in AR OOH Advertising?

• Wearable AR Tech: As devices like AR glasses become mainstream, opportunities for OOH interaction will expand.
• Real-Time Personalization: Utilizing data to tailor AR experiences in real-time based on user profiles or environmental factors.
• Integration with Other Technologies: Combining AR with Artificial Intelligence and IoT devices for even more immersive experiences.

Conclusion

Augmented reality is redefining the boundaries of OOH advertising, turning everyday environments into interactive brand experiences. From murals that tell dynamic stories to billboards that engage users in games and personalization, AR offers versatility that traditional mediums cannot match.

For advertisers and brands, embracing AR is about staying ahead of the curve and enriching consumer interactions in meaningful ways. As technology becomes more accessible, the line between the digital and physical worlds in advertising will continue to blur, opening up endless creative possibilities.