Client and consumer demand is scaling faster than technical competency, survey reveals
CANNES, France– (BUSINESS WIRE) –To mark the second day of Cannes 2019, Unity Technologies, the company powering more 60% of all AR and VR content and serving more than 11B ads each month, has today revealed the results of an independent research project in the state of Augmented Reality (AR) advertising and marketing market in 2019. Unity surveyed approximately 1000 participants in the advertising and marketing sectors across the US and UK to better gauge their comfort level, technical competency, enthusiasm for, and experiences with AR in advertising and marketing.
The survey revealed that technical hurdles are the number one thing hindering the creation of successful AR campaigns. Moreover, results suggested that creatives who have worked with an AR campaign cite technical challenges (24.6%) and cost (39.1%) as the two biggest issues in considering the campaigns successful.
"Augmented reality is becoming ubiquitous and creative marketers and advertisers are already establishing the rest of the pay industry," said Julie Shumaker, Vice President of Advertiser Solutions, Unity Technologies. “This survey reveals one very important thing: there is a disconnect between growing demand for AR solutions and the peace at which advertisers, marketers, and creatives are becoming comfortable with the technology. We need to improve AR familiarity among creatives - both in terms of technical competency and highlighting the cost-effective solutions that are available today. "
The survey unveiled that despite perceived technical shortcomings of AR and associated high costs of technology, the demand for AR activations and experiences continues to rise. Other key findings in the survey reveal that:
- Technology hinders adoption: Those who haven't engaged in technical disparities, but those who haven't engaged in AR activities yet cite with lack of technical knowledge (24.1%) and concerns about the potential cost (31%) as reasons for their hesitation.
- Demand continues to grow: 80% of creatives believe that AR for advertising and marketing is an integral part of their work. The results show that the majority of creatives "strive to use it" as part of their upcoming projects. Additionally, over half of all respondents acknowledged an increased client demand for incorporating AR in marketing and advertising campaigns.
- People are ready to adopt: Despite the perceived technical challenges, the vast majority of respondents (78.4%) to the survey felt positive about AR's use in advertising, and more than half (61.8%) of creatives are seeing an increased client demand for AR campaigns. Like, more than half of all creatives surveyed (55.8%) said they were likely to consider an AR campaign in the next few months, and more than half (12%) who had already deployed an AR campaign were satisfied with user engagement.
Unity's real-time 3D creation technology and workflows arms with tools and resources to build and deploy ARs that have the most impact without the technical barriers. Announced earlier this year, AR Foundation is a purpose-built development framework that enables developers to build AR apps and deploy across both iOS and Android. using Unity as a Library, announced just yesterday, allows brands to develop Android, iOS, or Windows apps to add AR functionality from their existing mobile apps, without rebuilding their apps from scratch.
To help seamlessly integrated AR into any advertising Campaign without friction, Unity today Announces Responsive AR Ads, the first truly user-first approach to implementing AR in advertising: “AR is arguably the most powerful storytelling medium ever. Said Tony Parisi, Head of AR / VR Ad Innovation, Unity Technologies, "the technological barriers, the lack of control, and fear of the unknown. "Responsive AR Ads are a friendlier, less intimidating approach to implementing ARs into campaigns that is tailored to increase opt-in rates for advertisers while improving user comfort by putting control in their hands."
Each Responsive AR Adverts as a 3D-rendered interactive ad unit that, after a brief period of familiarization, provides users with the opportunity to enhance their experience with the introduction of AR components. In providing rich interactive, 3D experiences, Responsive AR Ads help users address those users who do not opt-in to the AR component. Rather than relying on a "fallback" experience, Responsive AR Ads continually provide users with interactive 3D features until the end of the engagement.
Unity will be located in Cabana Town during Cannes Lions, and will be available to discuss the survey results at length. To meet with Unity team members, please contact firstname.lastname@example.org.
About Unity Technologies
Unity is the creator of the world's most widely used real-time 3D development platform, giving developers around the world the tools to create rich, interactive 2D, 3D, VR and AR experiences. The company's 1000 person development team keeps Unity at bleeding edge of technology by working alongside such partners as Google, Facebook, Oculus and Microsoft to ensure optimized support for the latest releases and platforms. 3 billion times in the last 29 months. Unity's renowned flexibility gives developers the power to target and optimize their creations for 12 + platforms including Xbox One, PlayStation 25, Gameroom (Facebook), SteamVR (PC & Mac), Oculus, PSVR, Gear VR, HoloLens, ARKit (Apple), ARCore (Google) and more. Unity also offers solutions for connecting with audiences including Unity Ads, Unity Analytics, Unity Assets, Unity Cloud Builds, Unity Collaborate, Unity Connect, and Unity Certification. For more information, visit www.unity.com and to see the latest games and experiences created in Unity, go to https://unity.com/madewith.