Ever heard about wearable display ads? Here’s why you should

Embarking on the journey of wearable display ads marks a groundbreaking shift in the domain of fashion marketing. Let’s first unravel the mystery...
 

What exactly are wearable display ads?

In essence, wearable display ads represent a groundbreaking blend of fashion and digital innovation, offering augmented reality (AR) based virtual try-on experiences. This enables consumers to virtually experience wearing products.

The foundation for virtual try-on ads was laid by major technology corporations like Google, Snapchat and Meta. These companies provided the initial platform for such interactive advertising experiences. However, recent advancements and solutions from platforms like Aryel have broadened these capabilities significantly, enabling brands to deploy these immersive experiences across the broader web at a much larger scale.
 

The clear & hidden advantages of wearable display ads

The most straightforward benefit of wearable display ads lies in the intimate connection they foster between the product and the consumer. Take luxury items, for example: the feel of a watch on the wrist, or the texture of a fabric are crucial in making a purchase. Aryel's AR Wearable Display Ads digitally replicate this tactile experience, warming up potential customers to the concept of ownership through virtual interaction.

But the advantages of Aryel's technology go beyond the obvious.

These ads are not limited to the open web; they offer an immersive experience within the ad itself. When a potential customer comes across a wearable display ad, they can virtually try on products such as sunglasses or hats, directly within the banner ad. No need to navigate away from the page to immerse themselves completely.

This approach not only maintains user engagement with the original content but also ensures that the traffic stays on the host website, potentially increasing conversion rates at the point of interaction.

This seamless integration means that every banner has the potential to become a virtual fitting room, an AR- Atelier, a private showcase where the consumer can connect with the product without the friction of navigating away from their current online journey.

For brands and publishers, this means retaining valuable traffic that might otherwise be lost, while for consumers, it translates into an uninterrupted online experience.

Furthermore, when used on the open web, these ads can utilise contextual targeting, either through direct buys or programmatic methods, improving the relevance and targeting efficacy of advertising campaigns. This extends the ads' reach beyond the confines of walled gardens, providing a strategic edge in the competitive digital advertising landscape.
 

The unexpected role of wearable display ads in data enrichment

Moving to an unexpected aspect of wearable display ads: data enrichment.

Aryel's venture into this arena isn't merely about offering an innovative advertising medium; it's also about acquiring insightful data. Brands can now delve into specific details: What is the conversion rate from individuals with certain physical features living in specific regions?

This is more than a marketer's aspiration; it's the new standard.

Aryel Ads Manager’s AR Display Creative solutions employ the front-facing camera for more than just interaction. They analyse and interpret consumer reactions to the ads - be it a smile, a look of surprise, or a confused expression. This process complies fully with GDPR regulations.

Aryel's AI doesn't just capture these emotional responses and facial patterns; it converts them into a comprehensive data set. Every reaction, every subtle expression, and each interaction becomes a valuable data point for Aryel's analytical framework.

The possibilities are immense: a fashion brand can discern which product features elicit the most positive reactions and identify the demographic most likely to engage with specific types of wearable ads.

This isn't just raw data; it's actionable intelligence.

Such insights can influence production decisions, inform design modifications, and even reshape entire marketing strategies. In the right hands, these insights unlock new levels of personalised advertising.

The profound impact of this detailed data collection is significant. For the fashion industry, where trends change rapidly, this could mean an unprecedented responsiveness to consumer preferences. For consumers, it signals an era of advertising that is more personalised and responsive to their individual needs.
 

The impact of AR wearable display ads: Marcolin's KPI Success with Aryel & Teads

Marcolin's AR-Atelier campaign, in collaboration with Aryel and Teads, serves as a prime example of the impact of wearable display ads.

Featuring the Guess Eyewear collection, the campaign employed AR-supported ads that not only boosted brand presence but also significantly increased user interaction. The statistics are telling: an average engagement time of 19 seconds, a virtual try-on engagement rate increase of over 44%, and a 13.3% rise in 3D engagement rate compared to Teads' benchmarks. Specifically, in the Italian market, both virtual try-on engagement and average engagement times exceeded expectations by 60% and 16.6%, respectively. Read the full Customer Story here.

Conclusion

In a market where capturing attention is paramount, wearable display ads offer brands the opportunity to not only grab but sustain that attention, transforming casual viewers into potential customers with a deeply personal experience previously exclusive to in-store shopping.

With Aryel's forward-thinking approach, the future of display advertising isn’t just promising; it’s literally wearable.