Augmented reality ads breaking out from messaging apps into mobile

The breakthrough of augmented reality technology into social media and the digital marketplace has led to a number of exciting new innovations in the world of app development. Popular mobile apps such as Snapchat have utilised augmented reality to improve their service and engage with a wider consumer base. It now looks like other companies are realising the benefits of augmented reality and the opportunities that it can offer.

A recent marketing campaign by the global film studio, Lionsgate has grabbed headlines thanks to the innovative new way in which Snapchat’s augmented reality feature has been used. To promote the release of its new film, Jigsaw, the studio has created a web-based augmented reality filter which allows users to step into the shoes of the movie’s victims.

What’s interesting, however, is that this filter has been bought from Snapchat and is an independent feature on the official Jigsaw website. This marketing move has turned a lot of heads in the marketing and app development industries as it is the first instance in which augmented reality has been available through mobile web browsers. This concept has opened up a lot of doors for brands and developers looking to diversify their media channels.

Ordinarily, companies looking to utilise augmented reality ads within Snapchat would have to pay millions of dollars. The concept of moving AR onto a mobile web platform drastically reduces the costs while still allowing promoters to benefit from the technology. Also, by implementing AR onto a purpose-built website as opposed to Snapchat allows for more the collection and analysis of more accurate and expansive ad metrics. This gives companies and marketing agencies a much better insight into the behavioural trends of consumers.

This idea highlights a wide range of new opportunities in the world of app development and digital marketing. Companies promoting their new product or service can now utilise the growing popularity of AR across a multitude of different platforms and media streams. Apple and Facebook have recently expanded into the AR industry with their own iterations of the software. This means that brands looking to create AR ads can offer improved augmented reality graphics and innovative digital contentment across a wider range of devices and through a variety of different social media platforms.

In the world of digital marketing, innovation is what separates the successful from the unseen. This move by Lionsgate is just the start of a new form of AR advertising and development companies would be wise to take note.