Augmented Reality For Advertisers: A Platform For Effective Storytelling

One Brand Campaign by Coca Cola

Discuss about the Brand Campaign Launches By the Coca Cola.

In January 2016, Coca cola launches the brand campaign “One Brand” through a music concert. In the event Sewell perform the theme melody featuring the campaign of the company. In this campaign company launches Coca-Cola, Coca-Cola Light/Diet Coke, Coca-Cola Zero, and Coca-Cola Life in order to unite the world under one Brand. For this campaign company teamed up with Avicci in order to develop the song “Taste the Feeling”. And for the interactive digital experience, company provide a DJ “Gif the Feeling” behind the music. Other digital marketing agencies Mercado-McCann, Santo, Sra Rushmore and Oglivy & Mather worked for the campaign with another six digital marketing agencies to deliver the perfect campaign. In the world of technology advertisers need to improve their technical practices. To use the opportunity to create some innovative campaigns which integrate the digital world with the real one, Augmented Reality is very important for the advertisers.

Augmented reality is a view of real world elements in which the elements are augmented using graphical effects. Advertisers use the Augmented Reality to increase the engagement of viewers with their campaigns. Advertisers use augmented reality for different purposes like three dimensional thinking, primary story telling medium, virtual tours in physical (brick and mortar shops), extending live experiences, use it as a creative social media tool and experiencing products in e-commerce settings. In display networks advertises are generally shown in two Dimensions but using augmented offers a wide range of possibilities for three dimension display.

Advertisers and marketers, all are telling stories. And augmented provide an immersive platform for this purpose and make the story telling more effective for the markets.

In virtual tours of brick and mortar (physical) shops allows the buyers to learn about the product and services in detail and adds a fun element too.

On social media I follow many international brands like Nike, Adidas, Puma, CR -7 etc. In the report it is found that in the beginning there was a hike in the number of followers of social media advertising by the brands. And then after due to some issues like there are too many ads, too much content, sometimes too little content brands lose their followers. And I agree with this report findings as initially there was a good access of the learning about the new products of different brands. But then after there was a flood of fake brand advertisers which is very disappointing and I stopped following any brands. These fake brand advertisements mislead the customers. Sometimes these brands use so many add in irrelevant to their product which irritates the viewers most. There are some other reasons for customers to un-follow the brans pages like too much content, irrelevant and unappealing content etc. for example initially there were only few pages of Nike operated by different store operators of Nike. And now there are so many pages, by the name of Nike, which are operated by the fake users to get likes and share which makes the real effort, to know about the product, waste. Similarly with Adidas sometime there is so much content on the pages, which makes the customers confused to get the one which is best for them. On the other hand content on CR-7 page is too little that it is no more useful.

Importance of AR for Advertisers

Recently I have stopped following Nike brand on Facebook. I stopped following because there are too many fake pages which were misleading me to get the information about the original product. And I spend too much time to know about the product and in the last when I found that the page I was visiting is the fake one, it irritates and disappoints so much. In finally I stopped following this brand on Facebook.

The report on the advertising on social media finds that the following results

From the above findings I am completely agree because these findings support my motivation for the same.

I personally don’t like social media advertising of brands for the above discussed motivations I found in the report. But if the companies interact positively I would love to follow them on social media.

The findings of the report, on interaction with brands on social media, state that people want a positive interaction from the brands to build the trust of customers. Companies are making extra efforts to provide a positive interaction with the customers. Findings of the report also show the success of the efforts made by the companies as companies are succeed in reducing the number of customers who were un-following their social media advertisement.

For example brands like brands are trying to figure out some technical issues to resolve the problem of uploading same advertisement many times and to build customer trust they are providing online rating facilities to showcase the brand value and its trustworthiness.

what are the five key reasons for blocking adverts and /or deleting cookies?

A according to the findings of Simon Kemp’s study five key reasons for blocking the adverts and/or deleting cookies are listed as Focus, Speed, Cost, Security, and Interest.

Focus: study shows that most of the advertisements are designed to interrupt and destruct the users from what internet user are trying to do and they try to make us visit their page.

Speed: people using internet also dislike it when advertises slow-down their web page loading speed and results in blocking advertisements from their interested web pages. And research of Ericson shows that when people suffer from slowly loading web content they experience the same level of stress that they experience while watching a horror movie or solving a mathematics problem. This justifies that why internet users are blocking advertises while visiting a web page.

Challenges of Social Media Advertising

Cost: according to the studies it is found that majority of web page visitors when suffer from slow page loading, it reminds them that the advertising company is charging their internet data and results in thinking of cost users block advertisements on web page. Although most of the advertising agencies do not charge from internet users but instead of this, they show the majority of free content on internet. And this cost factor, especially important for the developing countries.

Security: people using internet are also afraid for the security of their online activities irrespective of whether they are related to governments, corporates, or the criminals tracking their online activities for their behavior. And sometimes internet users are afraid of potential threats from viruses of malware.

Interest: Simon Kemp states that however, by far, the most common reason for blocking the advertisements is the interest of the viewers. It is because of its poor, quality, it is intrusive, is has no target and the adverts are little relevant to their lives.

There are two alternative approaches to deliver the ads which add value to people’s lives. One is to solve the problem and another is about working on the product with passion.

In solving people’s problems advertisers should help people to solve their problems and help them addressing the problem that keep people wake at night. This is not like addressing people that their product will solve or fix the problem but it is about helping people providing the solution that how they can solve their problems. For example, instead of showing about how their product is washes their clothes but they should address people that how they should keep and store their clothes for a better look and life time of their clothes. Another alternative is to use the advertising for audience centric benefits not the product centric attributes. Like they can use their passion to help people that how they can do what they love to do. It can also translate into a large scale activity like Nike participates in sports activities as a part of its advertising.

Today consumers are controlling system as the digitalization enables them to control on that they want to see or what they don’t. Digital communication enables the consumers to communicate with the marketers for providing their feedback and report the unwanted content also. By this they learn how to manage their likes and dislikes. Personally I am engaged with this in digital communication by providing required feedback, rating the content and manage my accounts to showcase only the content that I like instead of the unwanted content.

• The report on content marketing in Australia finds that most of the content i.e. more than half of the total, used by the Australian marketers is the social media posts excluding videos. After that they use case studies and then after there comes the videos.
• E-mail is the most common format used by the Australian marketers to distribute their content for marketing purpose. They use E-mail to distribute their other content too. After the e-mail there comes social media and blogs as the distributive format of the Australian marketers.
• Australian marketers use social media as their main distribution platform for the marketing content. In all the different sites of social media Facebook comes at first place with a number of 93% marketers use it as their main distribution platform.
• When it comes to the effectiveness of any social media platform LinkedIn comes at first place with a total 64%. Then comes Facebook followed by You-tube.
• When it comes to the format of most commonly used for distribution the “Event format” of e-mails is the most used format of e-mails for the distribution of marketing content with a total of 53%.

Telstra is one of the successful content marketing brands in Australia and marketing its business through various means of advertising. Major advertising tools of Telstra are

Search and social advertising: Telstra use social media and search engine sites to showcase their advertisements management.

Display, Banner and Video advertising: like most of the lifestyle and entertainment sites Telstra also uses Banners, Display Screens, and Video advertising to showcase their products management.

Tailored advertising: this is the way of advertising in which people can manage their content based on gender, age group, and area of interest. This is the most effective medium of advertising as it is most demanded by people for their comfort.

These ads are visible on different platforms like Facebook, You-tube, and Instagram.

In the current scenario marketers are facing the following content marketing challenges:

• Picking the right medium for their audience
• Lack of resources
• Not Engaging their intended audience
• Having unrealistic time expectation
• Not having a documented content marketing strategy

Content saturation is defined as there is a lot of content available which makes the impact your own content diluted. To overcome with the content saturation marketers have to work on their strategies and their product presentation to the audience. In context to apply a niche content strategy marketers have to follow these three steps for their strategy:

• Develop a content strategy tailored for your audience
• Identify what staffing resources they need to execute that product
• Distributing the content via an effective medium like mobile etc.

Owned media is defined as the company’s personal medium of distribution which can be in form of websites, catalogs, blogs, and newsletters etc. In this context owned media comes under the control of the company itself. This makes company not to pay to a paid media or not to earn the coverage of an earned media.

News Corp is one of the owned media in Australia and publishes content in different of different products. To communicate with their audience “News Corp” uses different digital assents such as Website, Mobile, Data, E-mail, and Videos.

News Corporation owns different TV channel telecast in Australia such as Fox Sports, Fox Sports News, and Fox Footy.

All these three channels are different in terms of their content as Fox Sports telecast the different sports events and Fox Footy is especially for the football lovers. The third one Fox Sports News telecast the news content related to sports management.

All these channels target the sporty management audience through different mediums like news, games etc. all these three channels are very successful and are running from a very long time.

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