15 Unique Applications Of AR In Advertising To Anticipate In 2022

Each year, augmented reality (AR) becomes increasingly more integrated with our everyday lives and experiences. Whether through interactive apps like Pokemon GO that blend reality with a fictional digital world, or through interior design apps that allow consumers to virtually create their dream living space, AR has become increasingly prevalent and shows no signs of slowing down.

Forbes Agency Council

In fact, many expect 2022 to bring even more unique uses for augmented reality, especially in the advertising and marketing space. Below, 15 Forbes Agency Council members share their predictions for an application of AR in advertising that they expect to see in the new year.

1. Immersive, On-Demand Experiences

Immersive on-demand experiences within advertising that combine the content with the programming. We can watch teams go into a huddle and sell breath mints through a well-placed ad at the same time. We can watch a reality dating show and provide advertising before and after voting on matchups. – Matt Wilson, Eastport Holdings

2. Virtual Clothes Fittings

I expect to see how shoes, pants, shirts and jackets 100% fit on my body while I’m walking, bending over, running or just lounging. Snap does this to an extent, but it’s more for the look and feel. I want to see how things fit. – Loren Baker, Foundation Digital

3. Augmented Reality Campaigns With Real Humans

I expect to see realistic augmented reality humans. We have seen lots of interesting and innovative campaigns. However, we have not seen an AR campaign with real humans. In order to do this, volumetric capturing is needed, which converts video into animated 3D. This is revolutionary and I expect to see a live stream done like this soon. Imagine having your favorite artist in front of you! – Azad Abbasi, Genius XR

4. Valuable Applications Of AR

In 2022, I really hope we stop seeing bad applications of AR. The entire industry still needs to do some research with users to figure out what actually drives value. “Trying” on clothes is an interesting idea. Home decor, outdoor space, anything where you need to see an object in a location is interesting. But it has to be valuable enough to go through the hassle. Value > Hassle. – Michael McFadden, eAccountable

5. A Hybridization Of XR Experiences

Augmented reality experiences will soon be tied to virtual reality experiences. With the latest announcements from Facebook regarding the Metaverse, people can begin to expect new software, tools and apps to be introduced into the VR world. I would anticipate seeing more hybridization of XR experiences in 2022. – Jordan Edelson, Appetizer Mobile LLC

6. Increased Interested In AR In The Recruiting Industry

I think AR could greatly benefit the recruiting industry. Imagine having a hiring or recruiting event in which subject matter experts can come to life off a physical display to explain benefits, employer culture, etc. Not everyone gets attention at an event like that, so companies lose quality candidates. This way, every event attendee is engaged. – Jeremy Jackson, SKY Marketing Consultants, LLC

7. Interactive Office Tours

With the parent organization of Facebook officially changing its name to Meta, we can all expect to see many exciting advancements in AR. One thing I would love to see is companies offering fully immersive tours of their offices and facilities to prospective job candidates. This will help candidates know exactly what to expect from the position. – Marc Hardgrove, The HOTH

8. More Companies Leveraging QR Codes

It’s easy to see how augmented reality has a place in digital advertising but now with the resurgence of QR codes, it has a place in direct mail as well. I’d expect to see more and more advertisers leveraging QR codes within direct mail to bring the consumer right into the experience. – Lori Paikin, NaviStone®

9. GPS With AR Advertising

While independent, large organizations are deploying augmented reality solutions, I expect that large geographic directory services will begin incorporating AR advertising. Imagine, for example, using a map on your phone while walking to your destination. When you raise your phone, you see interactive experiences all around you from the other retailers, restaurants and companies on the way. – Douglas Karr, Highbridge

10. Full Product Demos

I expect to see full product demos that allow the consumer to test your product in real-time via augmented reality or an app available for download. This would help consumers “try before they buy” and help create a larger purchase conversion. – Jessica Hawthorne-Castro, Hawthorne LLC

11. A Combination Of The Real World And AR

I’ve always felt gaming has the biggest potential for augmented reality. I remember walking on the Santa Monica pier several years ago and one out of every three people were catching Pokemon with their phones. I think when you can overlay the real world with something fun, the advertising opportunities will be endless. People like native ads that have a natural flow to what they are doing. – Brian Meert, AdvertiseMint

12. Location-Specific Augmented Reality

While social media platforms such as TikTok and Snapchat have increasingly leaned into AR advertising, geo-fenced experiences have still not been given much attention. However, as the world opens up to travel again in 2022, it is likely that we will witness a rise in location-specific augmented reality to drive in-store visits and more affordable experiential marketing campaigns. – Chris Martin, FlexMR

13. AR-Equipped Vehicle Sales

I expect to see more AR when it comes to vehicle sales. With vehicle pricing on the rise, consumers are going to want to experience the vehicle without needing to deal with dealerships. Imagine being able to take your phone, select the vehicle make and mode, and boom—there it is. You could walk around it, tap to open doors and even play with the gadgets inside. This reality is not far off. – Bernard May, National Positions

14. Integration With In-Person Events

One of the most common AR applications many people are familiar with is Google’s Street View. I anticipate an integration that will urge people in metropolitan areas to get out the door and to in-person events by prompting interaction each step of the way—perhaps even rewarding travelers or providing info in real-time about other event-goers as they get closer to the destination. – Evan Nison, NisonCo

15. Educational Interactions

One of the best that I have seen of augmented reality is all of the ways that education can be used to provide a better experience for students. That means allowing them to interact with all of their teachers and know that everything is being handled. – Jon James, Ignited Results

11 Ways VR And AR Stand To Impact Advertising, Marketing And PR

When virtual reality and augmented reality technologies first appeared on the scene, consumers were excited about the possibilities. While VR/AR tech is still evolving, many of the futuristic applications people imagined have yet to manifest. Those that have been brought to life are popular among certain communities of early adopters, but the widespread use of VR and AR hasn’t quite taken off—except in the realm of advertising, marketing and PR.

Agencies and in-house marketers and advertisers are experimenting with VR and AR in unique ways that promise to change the landscape of advertising, marketing and PR over time. What does this mean for those working in this space? Here, 11 experts from Forbes Agency Council share different ways they envision the VR/AR evolution playing out in the world of marketing, advertising and PR in the near future.

Forbes Agency Council

1. More Personalized Ad Experiences

Over everything else, humans are enamored with experiences. They put us in the middle of the story and make it feel personal. Both VR and AR technologies open the door to personalized ad experiences that are unique to every individual. Programmatic advertising, messaging and marketing at the individual level is one of marketing’s “holy grails,” and this future will soon be part of our daily lives. – Bernard May, National Positions

2. Elevated Social Shopping Experiences

The time for AR and VR to shine has come. We are seeing social media incorporate these technologies and take the social shopping experience to new heights. Snapchat is leading the way, and it’s making serious investments to make AR shopping a reality. This is the next step for social media marketing, as these innovations can elevate the online shopping experience and entice users. – Emilie Tabor, IMA – Influencer Marketing Agency

3. Virtual Engagements Replacing In-Person Events

I see this world evolving to act as a quasi-replacement for in-person events and conferences. As we have seen throughout the past year, virtual events didn’t have the legs we thought they might have. With the advancements in VR technology, I can see this crossing over to the event industry and replacing the need for travel while offering true “personal” engagement opportunities. – Christopher Tompkins, The Go! Agency

4. Immersive PR Outreach To Journalists

From a PR perspective, VR and AR are creating unprecedented opportunities for journalists to experience clients’ offerings in new and immersive ways that bypass the traditional media familiarization trips and desksides. Now, events, facilities, properties, travel destinations and more can all offer journalists an opportunity to discover what makes them special without coordinating a visit or trip. – April Margulies, Trust Relations

5. Virtual Experiential Marketing

One of the most important things about VR is that it is changing the possibilities for experiencing new things. With VR, you can imagine yourself driving the car, being a part of the event or having access to a new experience. In the future, this will become more and more the case, ensuring that you will have a more personalized relationship with the brand. – Jon James, Ignited Results

6. AR/VR Brand Interactions And App Integrations

The coronavirus has left many unwilling to interact with brands at major shopping centers and expos, and AR/VR are ready to pick up the sales slack. Online product listings and reviews can now be considered alongside AR/VR brand interactions. As top tech players such as Google make AR integrations for nearly all apps, it would be unwise to discount this futuristic technology as far-off: It’s here to stay now. – Evan Nison, NisonCo

7. More Targeting Of VR/AR Gaming Audiences

As with all types of marketing, once there is a large enough audience, there are marketing opportunities. Although VR/AR has the potential to have big audiences in the future, this is the case right now with things such as gaming. In the U.S., experts estimate that nearly 60 million people will use VR, and more than 90 million people will use AR, a minimum of once a month in 2021. Aside from using the tech to experience brands in new ways, this represents a big opportunity already. – Al Ramich, SmallGiants

8. Continued Adoption Of Hybridized Experiences

Virtual and augmented reality will become more relevant as people continue with hybridized virtual and in-person experiences in their lives and at work, including group events such as concerts, shows and other experiences. These continued adoptions of virtual experiences allow virtual and augmented reality to be incorporated by brands and advertisers to bring something new and engaging to their consumers. – Jessica Hawthorne-Castro, Hawthorne LLC

9. More Empowered Predecision-Making Processes

The VR/AR movement has really given PR and marketing “wings,” so to speak. It allows for a data-driven, scientific approach to strategy as well as to the derived result. AI empowers the predecision-making process by accurately placing consumer sentiment. It has to be the right balance of EQ and IQ, which is why an agency of repute with considerable experience can add immense value to its marketing efforts using VR and AR. – Aman Swetta, id8 Media Solutions

10. Real-World Simulations Accelerating Learning

We’ve just helped a virtual reality company in the U.K. anticipate this very question. We decided that their technologies were best designed to accelerate human learning and performance by creating fully immersive experiences that simulate real-world scenarios and true-to-life events. – Phil White, Grounded

11. Novel Approaches To Branding And Acquisition

Like many new technologies, virtual and augmented reality are still finding their footing in real-world application. As the audience size grows, the existing “technical pipes” of online advertising can quite easily be plugged into VR/AR. So, adoption of AR and a large, growing audience size will supercharge advertising efforts and make this an increasingly legitimate branding/acquisition channel. – Fehzan Ali, Adscend Media

5 Cutting-edge Ways Companies Are Leveraging Augmented And Virtual Reality

One of the hottest trends in advertising right now is the use of augmented reality (AR) or virtual reality (VR). AR and VR can provide greater creative freedom for advertisers, resulting in a product that can reach customers in a way that traditional ad mediums can’t always do.

5 Cutting Edge Ways

As leaders in their field, the members of Ad Age Collective keep on top of the latest marketing and advertising trends, as well as how to implement them successfully. Below, five of them tell us the most cutting-edge ways they’ve seen companies leverage augmented and virtual reality in their campaigns.

1. 3D visualization

Brainlab recently announced a partnership with Magic Leap, which leverages AR to help train brain surgeons via interaction with 3D visualizations. Given Magic Leap raised $2.6 billion off the back of a seriously creative communications strategy, this partnership shows the power of bringing together forward-thinking technology and out-of-the-box communications to make an enormous positive impact. -Patrick Ward, Rootstrap

2. Teasing product launches

An effective strategy I’ve seen companies leverage with a virtual reality experience is one that teases a new product or launch through hidden passageways or corners to show what is coming before giving away the entire secret prior to the official launch. – Jessica Hawthorne-Castro, Hawthorne Advertising

3. Adding dimension to a critical touchpoint

As we know, many consumers buy wine based on the label, and 19 Crimes has used augmented reality to take the label up a notch. The novelty and short videos became a centerpoint of conversation shared around the bottle. And then, via word of mouth, the experience can be perpetuated to friends who haven’t yet experienced the brand — the most efficient form of promotion. – Reid Carr, Red Door Interactive

4. Employee training and assessments

Walmart created “Walmart Academies,” a program using VR to improve the employee experience, deliver training and accurately assess workers’ skills. It recreates scenarios associates encounter on the floor but in a safe environment. This program is widely successful as it’s closely aligned with the business goal of delivering shoppers with the best customer experience possible. -Mason Page, Reflect Systems

5. Excitement about products and purchases

Porsche had a problem: How do you keep people excited about a car that they’ve put a deposit down for, but have never seen in person? For the Taycan, Porsche’s electric sports car, they created an augmented reality car app that superimposed a model car wherever you pointed your iPad or mobile phone camera. It was like a virtual RC car and it gave fans something to share with their friends and family. – Rex Briggs, Marketing Evolution

11 Experts Share Top Impacts From AR And VR

AR and VR aren’t just for tech industries anymore. This technology is branching out into other sectors, so the impact of VR and AR will be widespread. Within the agency and marketing industries, there are many ways that this tech could be and is being used. Some ideas may be further off than others, but it’s a good idea to keep up with the potential and current trends.

We’ve asked 11 experts from Forbes Agency Council to share the top impacts of VR and AR that they have seen or think they will see within the agency and marketing sectors. See what they have to say here.

Augmented and Virtual Reality

1. Impact In Selling Experiences

Marketing professionals have to be on the cutting edge of tech innovations in order to spot opportunities for their clients. AR and VR can make a big difference for businesses that sell experiences. Whether it’s a hotel, an entertainment park, a wedding venue or a university, brands can recreate the setting with VR to give a taste of the experience and save time for their customers. – Inna Semenyuk, InnavationLabs

2. Lower Cost In Sharing Product

VR has changed the way that we view reality as well as the way that we view marketing. Recently, while in a showroom in Beverly Hills, I came in contact with a hologram model of a car. One thing that is helpful about this VR application is that there is a lower cost in sharing your product with an audience. No physical production is required with VR. – Jon James, Ignited Results

3. Delivering A Sense Of Community

I believe we are seeing a shift in consumers who are desiring a community that has been placed behind vanity metrics and personas due to the nature of social media. AR and VR have the ability to deliver this type of community and it will be interesting to see how people react to the use of this media type. – Sarah Remesch, 270M

4. Showstopping Demos

VR and AR are becoming increasingly popular in trade shows as a way to attract traffic to booths and demonstration areas. When visitors see the VR and AR demonstrations, they want to be a part of it and “see” what’s happening for themselves. In health care, which is our agency’s focus, this is particularly important for medical devices and new technologies. – Jodi Amendola, Amendola Communications

5. Transforming The Music Industry

It is only a matter of time before augmented reality takes over the music industry. We’ve seen many great examples of AR and VR transforming the music experience at live events, such as Coachella. My prediction is that music fans and artists will soon be connected through AR platforms to create a unique experience, providing an unparalleled connection between the artist and their fans. – Raffi Keuhnelian, INexxus

6. Dissolving Implicit Bias

The power of VR is that you can literally see the world from someone else’s shoes. As the world tries to break down barriers and implicit biases, VR will be used more to help people understand what it’s like to be another race, age, gender or sexual orientation. Sensitivity training via VR will hopefully open our eyes to our pre-existing biases and be more open to any minority group. – Emily Porter, Havas Formula

7. Increased Brand Engagement

Virtual reality holds incredible potential in brand engagement across the retail, commercial and entertainment sectors. It also holds promise for B2B marketers, particularly in creating engagement on the trade show circuit. We’re already seeing this with Progressive’s Lake Dash VR Experience and Samsung’s Moon for All Mankind. – Mary Ann O’Brien, OBI Creative

8. Increased Brand Awareness

The very nature of VR is extremely visual and immersive, which means companies will need to build their brand even more. Users will need to instantly recognize your brand because you cannot offer them an experience that is like an advertisement. The experience should be akin to a video game, which means it needs to be fun and interesting. If done right, they will associate it with your brand. – Jason Hall, FiveChannels Marketing

9. Virtual Advertising

Right now, AR and VR are used in very specific event marketing or defined spaces where you can experience a brand element or launch. Eventually, AR and VR will come into the general marketplace in the form of 3D or hologram billboards, in-car advertising with autonomous vehicles, etc. – Jessica Hawthorne-Castro, HAWTHORNE LLC.

10. Heightened Experiences

Just as the internet changed everything and nothing, we predict VR and AR will do the same for marketing. The rules will still apply — know your audience and educate or entertain them to build a brand. VR and AR are starting to allow us to do that in new, immersive ways. Buyers’ interactions and experiences during their journey will be heightened and the expectations on marketers will be as well. – Patricia Rioux, Team ODEA

11. Try Before You Buy

AR and VR have been elevating the “try before you buy” e-commerce experience, helping buyers make more informed decisions. Not sure if that couch will match your decor? Point your phone and tap for a virtual taste before you schedule that delivery date. Can’t tell if those shoes are the right match? VR and AR lets you get up close and personal before you decide. – Bernard May, National Positions