Augmented reality has taken the advertising industry by storm, but the technology has a steep learning curve. Fortunately for advertisers, Unity is here to flatten the curve a bit.
At the Cannes Lions International Festival of Creativity 2019, Unity introduced Responsive AR, a new ad format that allows non-developers to create interactive AR experiences.
Based on interactive content rendered in 3D, Responsive AR ads enable end users to roll out additional AR components throughout their lifetime. Responsive AR ads begin with interactive content, helping advertisers attract users who do not choose the AR experience.
"AR is arguably the most powerful storytelling medium of all time, yet technological barriers, lack of control and fear of the unknown hinder its use," said Tony Parisi, AR / VR Ad Director Innovation at Unity, in a statement. "Responsive AR ads are a friendlier, less intimidating approach to implementing AR in campaigns designed to increase advertiser opt-in rates while improving user comfort through control."
The new ad format appears when advertisers publish data from an Unity-commissioned survey. With around 1,000 respondents, around 63% of respondents said they had difficulty implementing AR advertising campaigns. The biggest hurdles were technical complexity (24.6%) and costs (39.1%).
Users must install the Unity Monetization SDK from the Unity Asset Store and then integrate the ad into their app or game through Unity.
"Augmented reality is becoming ubiquitous, and creative marketers and advertisers are already establishing the use cases that have made the rest of the industry aware," said Julie Shumaker, vice president for advertiser solutions at Unity.
"This survey shows one very important thing: there is a gap between the growing demand for AR solutions and the speed with which advertisers, marketers and creatives become familiar with the technology, and we need to improve the familiarity of the creative with AR – both in terms of technical competence and in terms of the cost-effective solutions that are available today. "
With its 3D engine covering approximately 60% of the AR and VR experience and its ad network, which includes more than 11 billion (according to Unity) AR ads per month: Unity is in the best position to help advertisers get into the AR age.
In addition to the AR ad units, Unity has created the AR Foundation toolkit for cross-platform mobile devices. The development of AR apps and the MARS AR development environment for the upcoming project will add another arrow to the AR experience tools expand.