Augmented reality (AR) is becoming increasingly popular among consumers — and increasingly more available to marketers as a creative channel for reaching them. The technology is applied in a wide variety across marketing channels and is widely available to consumers — all they need is a mobile device with a camera and your application.
Today, the Interactive Advertising Bureau (IAB) released Augmented Reality for Marketing, an IAB Playbook — a resource for marketers considering integrating AR into their marketing strategies. The playbook provides a framework, explores different options and dives into specific use cases with real examples from several major brands.
“With AR, we are entering a new dimension of digital. A journey that’s just beginning and holds the promise to create more meaningful and immersive experiences for consumers,” said Tony Gemma, IAB AR working group co-chair and head of innovation at Verizon Media. “While much of our digital lives have been captive to 2D, AR opens up the possibility to view digital content more like the way we view the world around us.”
Why we should care
Martech companies increasingly allocate more dollars to AR-platform development and creating new, easy-to-use interfaces that afford marketers the ability to implement without developer resources. Players including Apple, Amazon, Snap, Google and Facebook all launched AR software developer kits (SDKs) in the past 18 months. The increased investment goes hand-in-hand with rising consumer accessibility and usage — according to the playbook, 95% of iPhone users had devices supporting AR through Apple’s ARKit at
Read more here: https://marketingland.com/iab-releases-augmented-reality-for-marketing-playbook-262122