Ericsson subsidiary Emodo, which offers audience, inventory and creative advertising solutions, has launched a Creative Lab along with a company-first, 5G-backed augmented reality (AR) campaign.
In an announcement last week, the Emodo Creative Lab revealed its first AR mobile advert campaign, which teleports users to Times Square in New York City with an AR-powered snow globe experience that recreates 17 Broadway shows.
The advert aims to build new capacity for AR use cases and commemorate the reopening of Broadway amid the ongoing COVID-19 pandemic, which closed performances for 18 months.
Resolution Media backed the campaign via its client, The Broadway League, to create an immersive experience with Broadway musicals and plays as well as links for booking show tickets.
Broadway stars such as Michael James Scott, Sir Andrew Lloyd Webber, and Aaron Tveit were featured in exclusive narrative recordings for the AR experience.
Speaking further on the campaign, Andrew Lazzaro, Architect of the ‘This is Broadway’ campaign, said younger, more technologically-fluent customer bases inspired his firm to create deeper levels of engagement.
He said in a statement,
“The Emodo team applied every insight from our campaign to help craft a creative execution that would break through the clutter and amplify awareness about Broadway’s return. To have a consumer engage with our brands for nearly 3 minutes through an ad unit is extraordinary”
Advert Campaigns in AR
According to Emodo, over 40 million US consumers will use 5G devices by the year’s end, allowing a “new level of experiences and engagement opportunities” for mobile advertisers, the company explained.
With 5G connections, adverts load 20 times faster than with 4G, offering studios greater capacity to deliver immersive content, the Swedish firm said.
Emodo cited a consumer study, which found roughly 74 percent of 5G consumers preferred AR advertisements to 2D ones.
Alistair Goodman, Chief Executive and General Manager for Emodo, said his firm believed 5G was “already reshaping the future of the industry,” adding,
“With the industry’s latest privacy regulations, marketers need new strategies and capabilities that elevate consumer engagement. We’re excited to launch the Emodo Creative Lab to continue to build high-impact, immersive advertising experiences that help marketers establish higher benchmarks and exceed expectations for their advertising investments”
The subsidiary explained how immersive advertising allowed brands to shift focus on how they engage with audiences using new AR, 360-degree video, spatial audio, and 3D content, delivering a four-fold increase in engagement overall and up to 5 minutes of engagement with content.
92 percent of audiences viewing the ad entered the experience, boosting average engagement time to 2:56 minutes. 37 percent of audiences also shared the experience with others to spread engagement.
The news comes after Snap Inc launched its Arcadia Studio tasked with building AR adverts and experiences for top global brands, including Verizon Communications, PG&B, and others.
According to the company’s Head of Creative Strategy, new AR experiences deployed across social media and websites would “push the boundaries of what’s possible in AR.”
For more information, kindly visit Ericsson Emodo Creative Lab website.
