Out-of-home advertising media with augmented reality: classification and options of their applica-tion in promotional campaigns

The article classifies and reviews groups of outdoor advertising media with aug­men­ted reality: 1) printed media with AR anchors; 2) AR complexes of screen type; 3) ins­tallations for holographic AR projections; 4) systems for carrying out the architectural AR rendering.

Their features, advantages and disadvantages are revealed, which is illustrated by the examples of advertising cases of leading Ukrainian and foreign brands Adidas, Axe, Burger King, BMW, Colgate, DBS, DIM Group, Mercedes-Benz, Nike, Raffaello, Red Bull, Samsung and others, as well as AR advertisement of the 5th part of the series The Walking Dead.

It is ascertained that the specificity of conducting promotional campaigns using printed OOH media with augmented reality is preliminary informing the target audience about their start and ways of AR content disclosure. It was found out that some of the brands also inform consumers about the location of AR advertising media, while others turn their search into quests, building promotional campaigns around them.

It is evidentiated that among all varieties of OOH media of screen type only the monitors of bus shelters are used for the purpose of AR advertising placement. There were reviewed features of sensory interactive AR screens, which are activated by the passengers themselves, as well as non-touch ones that are launched automatically through motion tracking sensors or through emotion recognition sensors.

It is ascertained that stationary installations for holographic OOH projections are created on the basis of AR ventilators (screens of bus shelters) and AR pyramids (city lights).

It has been established that the prevailing format of architectural 3D rendering of augmented reality is AR show. Commonly AR shows rest upon tailor made videos usually based on advertising legends or a specific storylines that are directly associated with the brands or their products or services.

The article concludes that all types of OOH AR advertising media are designed pri­marily to form wow-effect in the target audience and provoke bursts of resonance in social networks and the media due to the innovativeness of augmented reality as a pro­motional technology.

Keywords: augmented reality (AR), out-of-home (OOH) AR advertising, AR ren­de­ring, AR hologram, AR screen, AR anchor.

doi: 10.32403/0554-4866-2021-1-81-113-127