New Immersive Digital Signage Trends: QR Codes, Augmented Reality, and Anamorphic Billboards
Digital ad technology has enabled marketers and brands to reach a dizzying number of customers. But now we are dealing with a backlash of over-saturation of messages and privacy concerns. Customers are tired of the intrusion online or on their phones and want a more compelling, authentic, and unique approach to advertising. New immersive digital signage trends have the opportunity to engage, inform and entertain the customer in ways that will boost the user’s brand experience and ultimately drive sales. One thing all these trends have in common is their immersive nature and surprise factor. Moreover, both elements have the opportunity to truly delight the consumer and break away from the expected modes of advertising.
QR Codes: Enhancing Digital Signage Interactions
Mobile phones are ubiquitous and are an omnipresent element of most consumers’ lives. A creative integration of mobile into the digital ecosystem is Quick Response (QR) Code technology.
QR codes are not new, but they are gaining in popularity and usage as part of immersive digital signage trends. Remember the Coinbase Super Bowl QR Code stunt? Quick Response (QR) codes are often displayed on digital screens for viewers to scan with their mobile phones. Then, the viewer receives directions to a company website or landing page. QR codes serve as gateways to various content options, like product offers, immersive augmented reality experiences, and exclusive videos or educational content. All from the comfort of a customer’s own mobile phone. Additionally, QR technology has a level of authenticity and appeals to the younger Gen-Z demographic as they were early adopters of scanning QR codes in the apps such as Snapchat and Instagram.
The design of the ad should still bring the brand to life and motivate the consumer to engage. QR codes can come in many shapes and sizes. There are even new technologies that would allow more interactive experiences via QR codes and digital signage. For example, allowing a choose-your-own-adventure style digital display controlled by the viewer and their mobile phone.
Instant first-party data tools dramatically improve the measurement and contextual understanding of a campaign. Integrating QR codes into your original content and OOH ads will not only boost brand awareness but will support and boost sales. With the use of QR codes, the offline to online conversion is made almost instantaneously, especially in high dwell times such as retail queues and bus shelters. This is huge for marketers. One drawback to the integration of QR codes in an OOH space is that it requires consumers to be very close to a screen where the content is being displayed in order to catch the opportunity to scan the codes in time. This is not always possible so keep the context of your signage in mind when considering this technique.
Mobile AR: Elevating Customer Experience
Augmented reality (AR) technology is innately engaging and immersive, not to mention interactive. Hence, it provides a more engaging and back and forth experience for the customer. This provides huge opportunities for OOH campaigns. Most smartphones have AR technology enabled, and customers can use their phones and mobile web browsers to interact with an in-store AR campaign, thanks to new web-enabled augmented reality and 5G networks. Static ads come to life with the use of your mobile phone, immersing the customer into a new experience and enhancing brand recall along the way. Customers can even take selfies in the AR environment and then share these on other platforms for the elusive earned media boost all brands are looking for. Mobile AR allows marketers to create something compelling and highly creative that will have a lasting impact.
Captivating Audiences with Anamorphic Billboard Illusions
3D anamorphic ads are the next step in creating experiential content that meets the audience where they are without the use of 3D glasses. This new immersive digital signage trend has a breathtaking effect and creates true excitement and a sense of awe. The effect is super realistic and will have viewers questioning what they are looking at. It is surprising and mind-boggling and will certainly stop your viewer in their tracks. It is the kind of wow factor brands are looking for to allure their clients back to in-person visits and adds a sheen of gloss to the brand. Achieving this effect requires specific expertise and a fair amount of technical know-how, but the result is truly ground-breaking.
This effect takes specific expertise and a considerable amount of technical know-how, but the result is truly ground-breaking.
These campaigns enhance the in-person experience and motivate people to come back to the in-store environment. This type of technology is also excellent for business conferences and professional events as they are eye-catching and alluring in a sea of visual information and messages.
Create a Surprise Effect that Generates Earned Media
Innovation, novelty and creativity are key factors in the success of these new OOH campaign techniques. Embracing the latest immersive trends in digital signage, such as QR codes, mobile AR, and anamorphic billboards, opens up new possibilities to engage and delight customers, ultimately driving sales and brand loyalty.
The “Wow” factor of these techniques lends itself to social media platforms with customers posting the experience on their profiles and generating even more earned media around the campaign.
Marketers that show up in unexpected places and in unexpected ways will generate real buzz and customer loyalty.
In this fast-paced and competitive landscape, brands need a partner who can deliver both creative content and technical prowess. That’s where Wovenmedia’s WovenOriginals content library and production partners come into play. With WovenOriginals, brands can elevate their customer experience and boost bottom-line sales numbers. With a mix of creative content and technical know-how, you can achieve a startling and effective campaign that will stop consumers in their tracks. Marketers should not ignore these new techniques as attention is at a premium.
Written by Kate Martin
Kate is the Executive Director of N3 Digital. N3 is a digital agency that focuses on marketing strategies and content creation for high-growth technology companies. We believe that creative content drives brand adoption.
