Is augmented reality the future of advertising? According to industry experts, it just might be. This morning at B&T Breakfast Club, presented by Snapchat, attendees were treated to insightful and entertaining presentations from four companies pioneering the future of advertising through augmented reality (AR).
Guest speakers of the morning included: Dave Di Veroli, head of strategy and innovation at VMLY&R; Christine Burke, communications director of L’Oréal Australia; Elaine Herlihy, marketing director at PayPal Australia; and Emile Rademeyer, creative director at VANDAL.
Sharing stories about highly successful campaigns that harnessed the power of AR, to the best ways to leverage AR, to the future of AR in Australia and beyond, the four guest speakers provoked, enlightened and inspired attendees, highlighting that AR is here and it’s only going to get bigger.
Dave Di Veroli said: “[AR] is no longer a niche. It’s mainstream, and it’s something that every single brand will need to figure out how they’re going to use it.”
He said in order to create something that has lasting value, you need to start with what people want, rather than what’s possible.
When it comes to harnessing the power of AR, Di Verloi said brands need to think about how they can “help people, entertain them or give them information that they didn’t have previously.”
Christine Burke said AR is all about bringing experiences to consumers.
She said: “AR is giving us the opportunity to work online really well, but also offline. It allows us to create products and services that meet the needs of consumers.”
She commented: “Customers really want to be able to shop in their pajamas. AR and AI are enabling you to do that.”
Burke continued by saying what’s missing from today’s advertising landscape is personalisation and care, suggesting AR can help bridge that gap.
She said: “We need to personalise. We need to create the “care” element. Care is what is missing in a lot of consumer journeys at the moment.”
Elaine Herlihy said AR is all about risk and opportunity.
She said 72 per cent of consumers are shopping on their mobiles yet only 55 per cent of businesses are optimised to accept mobile payments, adding: “there’s still a tremendous opportunity for businesses.”
Emile Rademeyer said: “I believe augmented reality is the future of advertising.”
He said: “It’s an understatement to say advertising has changed over the years.
“Advertising has changed from advertising a product to advertising an experience.
“Traditionally, it has been a one-way communication on the TV. Today it’s two-way.
He also questioned: “Why augmented reality? What’s wrong with normal reality?”
Rademeyer continued by saying the average person spends six hours a day online, and that humanity will spend a total of 1 billion years online.
“As advertisers, we’ve got three seconds to grab someone’s attention before they get distracted,” he said.
The morning finished off with an insightful panel discussion, leaving attendees with plenty to ponder about how their brand or clients can start leveraging the power of AR.
Stay tuned for the next B&T Breakfast Club, it’s sure to be another cracker!
The Works has announced the launch of ‘Question Everything’ a new brand platform and campaign for their newest client, Archie Rose. As a nine-year-old independently owned and operated Australian multi-spirit distillery, Archie Rose has garnered a devoted following among existing customers, with a reputation primarily built on white spirits – particularly gin. However in line […]
Brisbane performance agency farsiight has announced the launch of its new market positioning, Growth for Good, in response to a changing business landscape, marking a departure from a “growth at all costs” mentality that has defined the industry in recent years. Agency founders and brother duo, Josh and Ben Somerville, envision Growth for Good as […]
Australia’s largest privately owned transit media supplier, GoTransit Media Group, now offers unprecedented options for transit advertising in Newcastle – on both land and sea following their successful tender to supply interior advertising inside the popular Stockton Ferries. The national transit media company is already well acquainted with the thriving NSW market, having successfully operated […]
Heritage and People’s Choice have launched People First Bank, the new name for positive change in banking Australia’s largest customer-owned bank has unveiled its new brand, announcing that Heritage and People’s Choice will be unified under the new name of People First Bank. Chairman Michael Cameron said the highly anticipated new brand offered a compelling […]
L’Oréal Groupe Australia and New Zealand have announced one of the largest investments to the Great Barrier Reef Foundation to pioneer new coral restoration efforts in the region. L’Oréal Groupe Australia and New Zealand have announced today a new partnership with the Great Barrier Reef Foundation (GBRF), to help coral reefs withstand the devastating impacts […]
Effective immediately, S4Capital’s operating brand Media.Monks, a digital-first marketing and advertising services company, has appointed Matthew Godfrey to lead its APAC Content practice. With over 15 years of experience leading innovative businesses in the Asia-Pacific region, Godfrey will support a best-in-class senior leadership team across the region as EVP, head of content, APAC. He joins […]
Chandra Sinnathamby, Adobe’s director, digital media B2B strategy & GTM, Asia-Pacific, explains how the tech firm is empowering its small business customers with new AI tools, including its Adobe Firefly tools. In today’s fast-paced digital landscape, small businesses face numerous challenges when it comes to creating captivating content that resonates with their audience. Despite the […]
Summer mornings are heating up with Triple M again in 2023, thanks to the star-studded line-up of Harley Breen, Candice Warner and Tom Tilley, who are joining forces each weekday morning from 6-9 am for Triple M’s Summer Breakfast show. Airing from 4 to 15 December in Sydney, Melbourne, Brisbane, Adelaide and streamed live on […]
The Hit Network has announced its summer line-up for 2023, kicking off on Monday, 4 December, featuring The Jimmy & Nath Show, Hamish & Andy podcast, Nights with Seany B and special return celebrations for Christmas Day and New Year’s Eve. Hit’s cheeky radio duo Jimmy Smith and Nath Roye of The Jimmy & Nath […]
Full-service CX, media and advertising agency AFFINITY has completed an 18-month-long global rebranding for ASX-listed engineering powerhouse Worley. The rebrand reflects Worley’s commitment towards being a leading force in sustainable change. Worley, a global provider of professional services in the energy, chemicals and resources sectors working across six continents, has set out on a significant […]
Highlighting its craft and a world-class shopping experience, Australia’s favourite heritage brand R.M.Williams has announced a consumer competition to celebrate the opening of its new national flagship store at 345 George St. Sydney. Launching on 1 December in line with the new store opening, ‘If The Boot Fits’ invites brand lovers and new customers alike […]