Augmented Reality: Adding a new dimension to marketing?

A Warc Best Practice paper on how marketers are using augmented reality techniques today - and how they could use these techniques in future.

Augmented Reality: Adding a new dimension to marketing?

Michael Mascioni

Augmented reality (AR) - the practice of overlaying computer-generated and /or 3D virtual representations on top of real world visual backdrops glimpsed on electronic screens - is at a crossroads.

The genre has attracted a lot of attention, mainly for its technological breakthroughs in adding a new and exciting dimension to experiential marketing. However, it has also drawn accusations that it is misunderstood, impractical, limited in application and over-hyped.

For marketers, who want to take up the genre, the serious questions are:

  • What is AR's distinctive role in the marketing...

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