Immersive AR experiences ‘more likely’ to engage consumers | WARC | The Feed

Augmented reality (AR) is more immersive than traditional advertising and brand experiences, a new study by research firm Alter Agents (and commissioned by camera company Snap Inc.) has found.

Defining immersion

The research defined immersion as a “neurological state based on a person’s relative level of attention and emotional connection”. When people are highly immersed, they are paying attention, are more emotionally engaged, and are actively committing information to memory.

Why it matters