Out-of-home, 5G, augmented reality and the impact of a new media channel

Explores the psychological impact of augmented reality and how it can be used in an OOH advertising context to build emotional connections and bring consumers closer to a brand.

In brief

Against a backdrop of constantly changing technological innovation brought about by the new possibilities from 5G, Kinetic looked at what the impact of augmented reality (AR) will have on the OOH media landscape. We wanted to understand how the psychology of AR works, and how it can be applied to OOH now that digital is fast taking hold of the medium.

With 5G changing AR, making it faster and more programmable, there is scope for brands to leverage this technology more readily to both enrich the advertising experience and build emotional connections; enabling the consumer to be closer...

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