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

Advertising to highly immersed, attentive individuals will have positive implications for an ad’s effectiveness. Prior research by ad agency BBDO had found that immersion predicts increased sales...