Augmented Reality-Based Product Video Promotion Application: A Framework and Implementation

Abstract

Augmented Reality (AR) technology has gained significant attention in recent years due to its potential to enhance user experiences across various domains. In the realm of marketing and promotion, AR presents a promising avenue for engaging consumers in immersive product experiences. This paper proposes a framework and implementation of a product video promotion application leveraging augmented reality technology. The application aims to revolutionize traditional product promotion strategies by providing users with interactive and immersive experiences through AR-enhanced product videos. The proposed system integrates computer vision, 3D modelling, and AR rendering techniques to overlay virtual product information seamlessly onto the real-world environment captured through a smartphone or tablet camera. Additionally, the application incorporates features such as real-time product visualization, interactive product demonstrations, and social sharing functionalities to enhance user engagement and promote viral marketing. Through a comprehensive review of related works and the presentation of our framework and implementation details, this paper contributes to the growing body of research on AR-based marketing solutions and provides insights into the potential of AR technology for transforming product promotion strategies.

Introduction

I. INTRODUCTION

Augmented Reality (AR) overlays digital content onto the real world, enhancing perception. Originating from Ivan Sutherland's 1968 "Sword of Damocles" system, AR gained traction in military and industrial sectors. In the 1990s, it advanced in aerospace and gaming. Today, AR finds extensive applications in various fields, blending digital and physical realities seamlessly.

AR in Product Video Promotion Apps  emerged in the mid-2010s, leveraging smartphone advancements for immersive marketing. Initially, brands integrated basic AR features to overlay virtual products onto real-world environments, enhancing user engagement. With smartphone evolution and AR tools maturing, interactive product demos became prevalent, offering consumers realistic previews. Social media platforms further popularized AR in product promotions through interactive filters and effects, fostering user engagement and sharing. Today, AR-driven Product Video Promotion Apps deliver seamless integration of digital content with physical environments, promising innovative marketing experiences for brands and consumers alike.

Augmented Reality (AR) in marketing revolutionizes consumer engagement by blending virtual elements with the real world. Its appeal lies in offering immersive experiences, allowing consumers to interact with products in their environment before purchase. AR motivates marketers by enhancing brand visibility, driving customer engagement, and increasing sales conversion rates. It taps into consumers' desire for personalized and interactive experiences, fostering brand loyalty and differentiation in competitive markets. AR also enables data-driven insights into consumer behavior, aiding in targeted marketing strategies. Overall, AR in marketing transforms static content into dynamic, memorable experiences, shaping the future of consumer-brand interactions.

The study aims to investigate the effectiveness and impact of integrating Augmented Reality (AR) into Product Video Promotion Apps. Key objectives include assessing consumer engagement levels with AR-enhanced product videos, analyzing the influence of AR on purchase intention and brand perception, evaluating user satisfaction and perceived value of AR experiences, examining the potential for AR to increase product awareness and sales conversion rates, and identifying challenges and opportunities for implementing AR in marketing strategies. Ultimately, the study seeks to provide insights into optimizing AR integration in Product Video Promotion Apps to enhance marketing effectiveness and consumer engagement.

II. LITERATURE REVIEW

Augmented Reality (AR) technology has gained significant attention for its potential applications, particularly in marketing and retail. The literature offers valuable insights into various aspects of AR technology and its impact on consumer behavior and experience.

(Chen et al.) provided an overview of AR technology, laying the foundation for understanding its capabilities and potential applications. This research serves as a fundamental framework for understanding the technological landscape and the possibilities it offers.

(C. Flavián et al.) explored the impact of virtual, augmented, and mixed reality technologies on the customer experience. Their findings shed light on how AR can enhance customer engagement, satisfaction, and loyalty, providing a theoretical basis for understanding the implications of AR adoption in marketing contexts.

(Eunyoung (Christine) Sung) investigated the effects of AR mobile app advertising on viral marketing through shared social experiences. Her research highlights the potential of AR to create immersive and shareable brand experiences, contributing to the dissemination of marketing messages through social networks.

(S.G. Dacko) focused on enabling smart retail settings through mobile AR shopping apps. His work demonstrates how AR can revolutionize the retail landscape by providing personalized shopping experiences, enhancing product visualization, and bridging the gap between online and offline shopping channels.

(?ur?evi?, Golubovi?, Mari?i?, and Vladi?) developed an AR video application, showcasing the practical implementation of AR technology in creating immersive multimedia experiences. Their research offers insights into the technical aspects and potential applications of AR in entertainment and communication.

(?ur?evi?, Novakovi?, and Zeljkovi?) developed an application for product state identification using AR technology. Their work illustrates how AR can be utilized for practical purposes such as product inspection, quality control, and maintenance, highlighting its potential to streamline operational processes in various industries.

Together, these studies provide a comprehensive understanding of AR technology and its applications in marketing, retail, entertainment, and industry. By synthesizing insights from these research works, a framework for implementing an AR-based product video promotion application can be developed. This framework would leverage AR technology to create engaging and interactive product experiences, driving consumer engagement, and enhancing brand awareness and loyalty.

III. METHODOLOGY

A. Step By Step

1. Objective Identification: Define the specific goals of the AR-based product video promotion campaign, such as increasing brand awareness or driving sales.
2. Platform Selection: Choose suitable development tools, including Unity Hub for project management and Vuforia SDK for AR integration, considering compatibility and features required for the project.
3. Content Creation: Develop high-quality product videos and design AR content overlays such as 3D models or interactive elements using Unity's scene editor and asset libraries.
4. Target Recognition: Implement target recognition using Vuforia SDK to identify physical objects or markers associated with digital AR content, ensuring seamless integration between the real-world environment and digital overlays.
5. Scripting: Write scripts in C# to add interactivity and functionality to the AR experience, enabling features such as touch gestures, animations, or dynamic content updates.
6. Integration: Integrate AR content with product videos within the Unity environment, aligning digital overlays with the timing and context of the video content.
7. Testing: Conduct rigorous testing to evaluate the functionality, performance, and user experience of the AR-based product video promotion application across different devices and environments.
8. Deployment: Build the application for target platforms such as iOS or Android and deploy it through app stores or other distribution channels, ensuring accessibility to the target audience.
9. Evaluation: Monitor and analyze key performance metrics such as user engagement, interaction rates, and conversion rates to assess the effectiveness of the AR-based product video promotion campaign and identify areas for improvement.

IV. RESULT AND DISCUSSION

The Augmented Reality (AR)-Based Product Video Promotion Application represents a groundbreaking advancement in digital marketing, leveraging immersive technology to enhance consumer engagement and product visibility. By seamlessly integrating virtual elements into real-world environments, this application offers users a dynamic and interactive experience unlike traditional advertising methods.

One of the primary benefits of AR-based product video promotion is its ability to provide consumers with a realistic preview of products in their own environment. By overlaying virtual objects onto the physical world through the user's device camera, AR allows for a more tangible and compelling demonstration of product features and benefits. This immersive experience not only captures the attention of consumers but also facilitates a deeper understanding of the product, leading to increased brand awareness and potentially higher conversion rates.

Despite its numerous benefits, Augmented Reality (AR)-based product video promotion applications is technical complexity. Ensuring compatibility across various devices and platforms while maintaining seamless performance can be demanding. Device limitations, such as processing power and camera quality, may impact the application's effectiveness and user experience. Additionally, rendering virtual elements convincingly in real-time requires sophisticated software and hardware capabilities, which can pose challenges for developers.

Another challenge is user adaptation and acceptance. Many consumers may be unfamiliar with AR technology, requiring education and onboarding efforts to encourage adoption. Moreover, navigating AR interfaces effectively may require a learning curve for users, potentially leading to frustration or disengagement if not addressed appropriately.

Lastly, privacy and security concerns may arise with AR applications, particularly regarding the collection and use of user data or the potential for malicious activities exploiting AR functionalities. Addressing these challenges effectively is crucial for the widespread adoption and success of AR-based product video promotion applications.

Conclusion

In conclusion, the Augmented Reality-Based Product Video Promotion Application has demonstrated its effectiveness in revolutionizing digital marketing. By seamlessly integrating virtual elements into real-world environments, it enhances consumer engagement, fosters brand awareness, and potentially drives sales. Despite challenges such as technical complexities and user adaptation, the application\'s immersive and interactive nature offers unparalleled promotional experiences. Moving forward, continued innovation, addressing technical constraints, and promoting user adoption will be crucial for maximizing the potential of AR-based product video promotion in reshaping the marketing landscape.

References

[1] Chen et al., An overview of augmented reality technology (https://www.researchgate.net/publication/334420829_An_overview_of_augmented_reality_technology) [2] C. Flavián et al., The impact of virtual, augmented and mixed reality technologies on the customer experience (https://www.sciencedirect.com/science/article/pii/S0148296318305319) [3] Eunyoung (Christine) Sung, The effects of augmented reality mobile app advertising: Viral marketing via shared social experience (https://www.sciencedirect.com/science/article/abs/pii/S0148296320305439) [4] S.G. Dacko, Enabling smart retail settings via mobile augmented reality shopping apps (https://www.sciencedirect.com/science/article/abs/pii/S0040162516304243) [5] Stefan ?ur?evi? , Gala Golubovi? , Katarina Mari?i? & Gojko Vladi?, Development of Augmented Reality Video Application (https://www.researchgate.net/publication/365329737_Development_of_augmented_reality_video_application) [6] ?ur?evi?,S., Novakovi?, D. & Zeljkovi?, Ž, Development of products state identification application (https://doi.org/10.24867/GRID-2020-p61)

Copyright

Copyright © 2024 Nilesh Shrivastaw, Siddhant Kumar, Devu Kumar, Mr. Prashant Kumar. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.