Augmented reality ads changing direct mail software
With the United States Postal Service promoting technology to entice customers to use mailing software, the potential for augmented reality, or AR, advertising combined with direct mail looms large.
The USPS Emerging Technology promotion asks participants to include augmented reality into direct mail pieces. This is leading many to ask: What can it do for mail recipients?
Innovation in ads is spreading quickly
First, people need access to mobile technology, which is proliferating at a rapid pace. According to a report from the Pew Research Center's Internet & American Life Project, 56 percent of American adults have a smartphone and 34 percent have a tablet. What's more, the percentage of adults using their mobile device for Internet access - 55 percent - has doubled since 2009.
The data suggest no sign of slowing in both access to and use of smartphone or tablet devices. With time, the technology only continues to improve.
Augmented reality ads function with downloadable smart device apps, which is an essential point of contact between the customer and business. Without the AR app, the marketing strategy somewhat falls flat.
AR app downloads are increasing
However, since 2010, the revenue from paid downloads of company-specific AR apps has increased dramatically. Mobile data specialists Juniper Research, cited by CNET, estimated that future downloads, subscriptions and advertising will bring about $1.5 billion worldwide by 2015, up from less than $2 million in 2010. This forecast suggests the implementation of this technology in marketing and advertising is likely to expand.
The use of AR ads can boost consumer engagement. As opposed to traditional ads, AR increases interaction between customers and a company, according to Business Insider.
The promotion becomes a fully-involved experience where 3D graphics allow users to manipulate the world advertisers are trying to create. Stella Artois created an AR app that could easily translate into the direct mail world. The beverage company developed a Bar Guide app that tell users their proximity to and points them in the direction of bars that serve their brand, as well as the phone numbers of taxi companies to ensure safe travels. Imagine consumers using their smartphone to scroll over a mailer with a map of their city and the AR app helps them locate the nearest postal centers, showing them the office hours, directions, contact information and date of delivery for a package they are waiting to receive.
With its recent technology campaigns, the USPS has already motivated businesses to move in the direction of augmented reality, hoping to bring innovation to mailing software.