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RESEARCH
ANALYSIS
COVID-19
TRENDS
lockdowns

expedite

augmented

reality

globally

The forced inaction of the past weeks triggered AR could, for instance, become part of the future of
companies, institutions, and users to look into sports marketing, since the stadium areas are fully
augmented reality (AR) and the opportunities it offers. booked. Added value can only be increased by coming
They simply had time to get used to changing work up with additional offers or virtually replacing the
processes and to test new tools and techniques. stadium banners, as various football leagues already
do.
In countries where COVID-19 has broken out on a
large scale, the software company TeamViewer reports Due to social distancing rules and bans on bigger
to have identified a significant increase of AR usage - gatherings, there are currently no trade shows taking
especially in China. The company started out with a place. Ultimately, organizers and keynote speakers
very simple principle: people that are in need of help might question in the future whether they should
can call a potential helper with a smartphone and show continue working together virtually, meaning if a
the problem via camera. The helper can then use physical gathering is ‘really” needed, or if they could
simple drawing tools to place digital information on the e.g. send their avatar instead of speaking on stand in
real image, thus offering instructions on how to solve person.
the problem. For instance, by simply drawing an arrow
on the screw that the layperson (person in need) is If you have a Snapchat account, you might want to look
supposed to turn at the other end. In general, this form at what happens when you are using the camera to
of assisted remote maintenance has no limits and can scan a dollar bill. With the help of the Covid-19 lens,
bring swift relief and handy solutions. For instance, the the bill can be donated directly to the solidarity fund of
approval process e.g. for marketing material could be the UN and WHO. I think there is no better way to use
implemented in a similar way: the "distant" employees new technology and to showcase how augmented
show each other drafts and "comment" on them with reality bridges the gap between the real and the digital
digital crayons. world and back.

The exciting question remains whether AR will also Snapchat is a well-known pioneer in AR. Since the
become more interesting from the perspective of the company made the technology easily accessible to
end customer. Since Pokémon Go, there has been millions of customers. Facebook has followed with
nothing getting people as excited about this technique SparkAR and AR can also be used on Instagram. In
on a large scale. But analysts see an opportunity now addition to Google, YouTube can now also play AR
because people are adopting a different reading and content. There is even a first AR advertising format.
media consumption behavior these days. Especially
high-tech à la AR has received a boost that will most My point is, after the COVID-19 crisis, there will be
likely not go away even after the crisis. many users who have tried AR, for example in Google
search. Access to technology using a smartphone
Important for marketing departments is of course that camera is becoming trivial. At the same time, however,
not only the users adapt new formats, but potential many users will also have recognized that most AR
advertisers are open for new ideas, too. applications do not go beyond the status of a gimmick.
yet. ◊

By Daniela La Marca

July 2020: Virtual-, Augmented & Mixed Reality: revolutionizing the customer experience 18