AR and e-commerce - new marketing potential for video content

In the area of entertainment TV, sports TV and shopping, among others, 40 percent of consumers are currently very enthusiastic about video-triggered AR. With video-triggered AR, the user holds his smartphone or tablet camera on a moving image and is offered information and interaction options at the same moment, matching what he sees.

Eyecandylab's latest "U.S. Market Study 2019" shows that 34 percent of respondents would like to see video-triggered AR applications in all television programs. In addition, more than 40 percent of U.S. consumers already have at least rudimentary familiarity with AR.

This openness on the part of consumers also opens up immense potential in the German e-commerce sector. Viewers can identify products featured in movies or TV shows via AR, find out about them, and buy them.

AR massively increases conversion intent

Augmented reality offers marketers and advertisers the opportunity to better visualize products, giving customers a better impression. The results of the study also show this importance: 31.5 percent of consumers would like to learn more about products that are currently on the screen, and 23 percent can imagine buying products immediately as a result.

"AR can score especially in the home shopping and e-commerce segment and makes products more tangible," explains Robin Sho Moser, CEO of Eyecandylab. "In this demanding segment, visualization gives the customer a higher incentive to buy - the results of the market study show a readiness to convert of up to 74 percent." 

Reduce returns 

Augmented reality not only increases product sales. "Visualizing a product in a customer's living environment through AR can also greatly reduce the number of returns," explains Moser. For example, when selling interior or decorative items, a better impression can be given of how the items look in one's own home. Does the vase really fit on the fireplace or the designer bowl on the dresser? It also makes it possible to assess the scale of a product and how it fits into customers' spatial surroundings. "Orders for products that users like when pictured in photos but ultimately don't fit in their own homes can thus be avoided."

Movies and series offer interactive product placement opportunities

Who does not know that a piece of furniture, a car or a dress liked in the favorite series or movie? But often it is difficult to find out what brand it is and where to buy this specific product.

AR turns movies and series into platforms on which products can be placed interactively. Through AR application, it would be possible to make information available to viewers about the clothes to be seen, the actors wearing them, about furnishings or technical devices. It would also be possible to make immediate purchases directly while watching television.

Additional information for users

In e-commerce, it has long been known that product-related content is essential. However, additional information can also lead to an increase in conversion in home shopping. More than half of those interested in shopping would use AR functions to obtain extended information about the product, and 39 percent would buy a product that is displayed on the screen via AR. 

AR also offers the opportunity to leverage sports TV more for marketers. From merchandise sales and interactive sponsorship spaces to various advertising formats and live betting, AR applications can be offered and provide marketers with new monetization opportunities.

Gamification increases conversion

Playful interaction with products also means that the user consciously engages with them and contributes to increased engagement as well as improved brand perception. Since AR is fundamentally designed for interaction, various forms of activation work particularly well when they are offered to the user with a playful component.

Through AR, for example, kitchens can be virtually fitted into one's own home and different variants can be played through. This is both informative and fun. AR can also bridge commercial breaks during sports broadcasts. Advertisers can use AR to increase the chance that viewers will actually watch the commercial break because they can actively participate in it. This can be done, for example, by playing mini-games during the commercial break. An additional incentive is that viewers take part in a competition.