If you are an Augmented Reality lover, you need to know why augmented reality fails for lucrative brands.

Augmented Reality is a readily available technology and is being used in a myriad of ways including in Snapchat lenses, in apps that help you find your car in a crowded parking lot, and what not. One cannot deny the popularity of AR ready smartphones and other technologies.

Although AR runs with immense popularity there are reasons why Augmemted Reality fails for lucrative brands. The article lists

Brand ownership is not available

First off, we think that in an ideal world, the brand should own the AR platform. Giving businesses total control over their AR platform gives them full control over the mobile strategy in addition to enabling them to deliver a unified and relevant brand UX. This results in greater longer-term benefits for the brand and its customers.

Lower spec mobile devices and poor experiences

Since augmented reality is a constantly growing technology, it has improved significantly since we launched our first augmented reality campaign for TopGear at the end of 2011. Only by using this "responsive Augmented Reality" strategy will marketers be able to fully utilise AR's enormous potential.

Augmented Reality and wider mobile strategy are not close

If an isolated AR campaign is not integrated into a larger mobile strategy, it can rapidly and easily lose its impact and be forgotten. Few major businesses have effectively incorporated augmented reality into an ongoing strategy that acknowledges the significance of mobile in our increasingly connected surroundings. A number of international brands have put their toes in the water when it comes to AR.

 Augmented Reality is not just image creation

With its potential to become the digital ears, eyes, and virtual sensors of the physical web, augmented reality is much more than just picture recognition. While image recognition remains at the core of Augmented Reality activity, early consumer-facing AR campaigns heavily relied on it to deliver digital enhancements to users. Integration with other sensory technology can increase relevance, engagement, and usefulness of Augmented Reality for a variety of scenarios.

Augmented Reality is not a gimmick

When new technology initially becomes widely known, it is frequently viewed as a gimmick. This is due in part to the fact that people don't fully appreciate the opportunities that technology presents and in part to the fact that it is employed in ways that don't appear to have much long-term benefit.

AR Adoption Challenges

The difficulties in implementing AR technology can be broadly categorised into six areas: the expense of implementation, a lack of skill and knowledge, the capacity to create AR filters and storylines, latency problems, a lack of sufficient resources, and keeping up with quick technological advances.

AR increases revenue

Compared to clients who did not use AR during the session, customers who did so spent more time exploring and looked at more products. Customers that utilised AR on average viewed 1.28 times more products and spent 20.7% more time on the app.

More crucially, compared to clients who did not utilise AR, their likelihood of making a purchase during the session was also 19.8% greater, offering some proof that AR can help businesses improve revenues.

AR's impact differs across customers and brands

For less well-known brands, the effect of AR adoption on product sales is greater. Customers who use augmented reality to test products are more likely to buy from lesser-known brands.

In addition to enticing consumers to consider more brands (as demonstrated by the in-store field study), AR also empowers consumers to assess how well each product satisfies their needs, lessening their dependency on brand signals during the purchasing process. Therefore, the availability of AR could unintentionally level the playing field for less well-known firms.

Spatial Presence impacting AR Experiences

As context for virtual items is provided by users' actual settings, AR experiences are most successful when virtual objects are effectively integrated with features or objects in the physical environment. For instance, Ikea's Place App scales its three-dimensional virtual furniture and "places" it on flat surfaces utilising surface recognition and depth-sensing technologies to accurately simulate how it would look in users' actual spaces.

Embodiment impacting AR experiences

Users of AR anticipate being able to interact with virtual objects by physically moving them, much as they would with actual objects in the real world. For instance, Warby Parker makes use of motion detection so that users of its augmented reality (AR) virtual glasses can view the product from various angles when they swivel their heads.