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Apr 24 2018
You decided to integrate augmented reality (AR) into your marketing toolkit, or you’re intrigued by the idea and want to dig a little deeper. This is fantastic news and I’d be happy to hear about it! Please leave a comment below. Unless you have an AR developer on your team, your next step is to coordinate with trusted experts in the field. As a marketer, here’s what to expect when partnering with an AR Developer.
Team up with a developer early in the design process so that you know what is possible. An AR developer will help you understand the technology, limitations, and help you decide on a platform for your campaign. Are you creating a mobile app, interested in hosting your experience on Facebook or SnapChat, or want to create AR ads directly online (no app required)? – an AR developer will help you through this process.
At glimmar, a mobile adtech platform for augmented reality advertising, the team consists of developers, 3D artists and 3D animators. In an interview with glimmar co-founder and CEO, Aharon Cagle, Cagle iterates the importance of brainstorming initial ideas with marketers and working together in order to integrate AR into a digital strategy in a way that is compelling and is a great user experience.
If you decide that your end-product is a mobile app, more often than not, once the app is built developers back off the project unless updates are needed. If your end product is a web-based AR experience, your relationship will continue with a company like glimmar which hosts server space and provides a dashboard in order to download analytics of the experience.
When hosting an AR experience through a web browser, you need a server that is able to handle a lot more data. “Essentially what you need is a back end that knows how to recognize an object and how to manipulate it,” Cagle says. glimmar has developed robust server technology that allows for high-level AR experiences to be viewed through a web browser.
Knowing how your AR campaign is performing is crucial to measuring the success of your efforts. At glimmar, analytics are collected and provided to the client on a dashboard that can be tied into an existing platform. Here are some analytics that can be gathered from your augmented reality experience:
There are lots of variables when determining costs for AR development. For example, costs to develop a stand-alone app vs. hosting an augmented experience on Facebook vs. hosting an augmented experience through a web browser all carry with it unique cost factors. Then you must determine how the experience will be managed. The average cost of a small execution may run between $20-50K. Larger campaigns that integrate lots of assets may run up to $100-150K.
If your AR experience is being hosted on a third-party platform, you will need to pay to use that platform. Snapchat, for example, currently uses a CPM model which is between $6-10 per every 1,000 impressions. CPM stands for “Costs Per Mil”, or costs per every 1,000 impressions. In AR, CPM actually translates to costs per engagement. glimmar uses a similar model, currently charging between $3-6 CPM. When you pay CPM, what you are paying for is for usage of the server that is providing the AR experience.
What questions do you have about Augmented Reality Marketing?
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