Augmented Reality (AR) is the next big thing in marketing that almost everyone is talking about. Much of the buzz around this emerging technology is heard in the domain of digital branding, and there are a number of reasons for the same.

Take Google Lens, for example. This AR platform created and marketed by Google is quickly expanding beyond the Google Assistant app. This platform can now be accessed directly from the camera on some Android devices, as well as in Google Maps and Google Photos.

What exactly does Google Lens do?

Google Lens enables your smartphone to scan your environment visually and draw the necessary information about real-world items. These items can be anything from people’s faces, buildings and household objects to street signs, stores, restaurant menus and books.

Essentially, Google Lens allows you to search for real-world items just the same way you would search for keywords on the web. The search results in actionable prompts like Wikipedia® descriptions and purchase links for products. The aim is to give users an appropriate context about their surroundings and any object within them.

For instance, by pointing the camera at a storefront, Google Lens can convey the name, ratings and other information related to the store. You can also get to know about its prices and which friends have visited the place.

The use of Google Lens in digital advertising

Now that you know what Google Lens is and how it works, the next step is to learn how you can use the technology for your digital advertising. Here are few ways in which Google Lens is finding use cases in online marketing:

• By integrating with Google Photos, Google Lens scans billboards, out-of-home ads, phone numbers and addresses on business cards, landmarks, paintings and books.
• Google Lens can bridge the gap between offline and online marketing using AI-driven apps. A quick tap on a QR code or printed URL gives you instant access to the web address, thereby doing away with the need to download special scanning apps.
• Marketers can leverage Google Lens and send out direct mail and other print-based advertising with the help of tracking URLs, personalized URLs and QR codes. All of them help brands drive their audiences to landing pages for conversions.
• Google Lens can scan an ad to access a promotion that’s redeemable either in-store or online. It comes with a function that can ‘bookmark’ discount codes and vouchers.

Artificial reality ads that run through Google Lens can redefine your digital advertising initiatives and enhance your brand experiences. They can truly unlock unique marketing and advertising opportunities for brands. If you would like more information, contact us today.