Everyone Can Be a Publisher: AR Lens Revolutionizes Advertising Engagement
The COVID-19 pandemic has significantly reshaped the advertising industry, with consumer behaviors undergoing a profound transformation. Lockdowns, social distancing, and health concerns have led to a surge in online activities as people turned to digital platforms for work, leisure, and shopping. As a result, traditional advertising channels have faced limitations, and offline traffic has witnessed a significant decline. According to the statistics published by the Transport Department, average daily public transport patronage dropped by 28% to below 9 million passenger journeys in 2020 compared to the year before, and has yet to recover to pre-pandemic levels. This decline in offline traffic urgently necessitates a more digital-centric approach to advertising, helping brands maintain visibility and adapt to the new consumer landscape.
In this context, CSL Mobile Limited has successfully built an advertising ecosystem, leveraging AR technology to create an innovative 5G experience for local consumers while driving online-to-offline traffic for merchant partners.
AR Lens: Transforming Brand Visibility and Interaction
AR technology has revolutionized the advertising landscape by seamlessly blending digital content with the real world. Through creating immersive experiences for consumers, it offers innovative ways for brands to engage with their target audience. AR Lens app, a world-leading centralized AR experience platform, provides a powerful advertising channel for marketers to showcase their products, services, and campaigns in an interactive and visually compelling manner. Whether in shopping, gaming, entertainment, or the arts, consumers can enjoy unprecedented visual experiences and interactive fun simply by lifting their phones.
Time-Sensitive Location-Based Technology
Equipped with Time-Sensitive Location-Based technology, the AR Lens offers targeted marketing opportunities by reaching members of a specific audience based on their physical location. Leveraging data analytics and consumer insights, the AR Lens further helps brands identify and engage with consumers who fit their target demographic profiles or have shown interest in their products. This personalized approach ensures that consumers receive relevant information while exploring the city or finding shops or restaurants.
By seamlessly merging AR and Time-Sensitive Location-Based technology, the AR Lens also revolutionizes the way shoppers and retailers benefit from promotions. Using just a smartphone, consumers can easily discover electronic coupons available from nearby merchants. For commercial partners, the AR Lens serves as an omni-channel platform that integrates online and offline channels, increasing foot traffic and sales while accelerating digital transformation for businesses.
In the "Hong Kong Shopping Festival 2023" organized by the Hong Kong Retail Management Association, the AR Lens was selected as the designated platform for distributing exclusive offers from over 100 brands. This initiative has contributed to the recovery of the retail industry in Hong Kong, garnering extensive media coverage and strong government support.
The AR Lens also supported "Double Ducks 2023", a large-scale public art exhibition in Hong Kong, during which visitors and residents were able to obtain the "Double Ducks" 2023 Hong Kong Commemorative Edition SIM Card for free by capturing a designated SIM card icon with the AR Lens. This campaign expanded the AR Lens user base from Hong Kong to 13 different regions, including mainland China, Japan, South Korea, the UK, and the US, creating a broader community of AR Lens users for Hong Kong tourism promotion.
Image Recognition and Object Tracking
Employing image recognition and object tracking technology, the AR Lens is also able to identify real-world objects seen by users. By adding virtual content to these objects, it provides a new dimension of creativity for artistic expression.
Earlier this year, in collaboration with M+ Museum, the AR Lens featured two large-scale sculptures by renowned artist Yayoi Kusama. The sculptures, titled "Pumpkin," were presented as lifelike 3D models appearing in the real world, transcending geographical limitations. Users were able to enjoy a 360-degree view of the artwork, explore Yayoi Kusama's famous quotes, and engage with the art in a more interactive and immersive manner, demonstrating the potential of AR technology to further enrich the cultural landscape.
Changing the Game in Digital Advertising
Enriching the advertising ecosystem, the AR Lens app has provided brands with a powerful platform to enhance visibility and engage with their target segment. By harnessing the power of AR technology, marketers can create personalized, immersive experiences that resonate with their audience and build direct relationships with consumers.
Currently, AR Lens boasts over 300K active users, with more than 770 merchants publishing their offers through the app. Users have grabbed over 2M coupons and accumulated 3.5M measured engagement activities. Leveraging the platform's reach and targeted marketing capabilities, brands have amplified their message and driven conversion. As technology continues to evolve, the AR Lens app presents endless possibilities for brands to create impactful and memorable customer experiences.
Try it for yourself and experience the new immersive shopping journey!
Author: Devin Ip, Vice President, CSL Mobile (IAB Hong Kong AdTech & Programmatic Committee)
Please address any questions or comments about this blog to Alvina Chan, Secretariat Office, IAB (Hong Kong) - alvina.chan@iabhongkong.com.
