Seeing with the Customer's Eye: Exploring the Challenges and Opportunities of AR Advertising

This position article on augmented reality (AR) advertising offers a conceptual framework of recent scholarship on the intersection between AR technologies, advertising, and marketing metrics. The framework identifies theory-based building blocks for this domain alongside relevant recent examples. I...

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Bibliographic Details
Published in:Journal of advertising 2020-03, Vol.49 (2), p.109-124
Main Authors: de Ruyter, Ko, Heller, Jonas, Hilken, Tim, Chylinski, Matthew, Keeling, Debbie I., Mahr, Dominik
Format: Article
Language:English
Subjects:
Advertising
Marketing
Technology
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Summary:This position article on augmented reality (AR) advertising offers a conceptual framework of recent scholarship on the intersection between AR technologies, advertising, and marketing metrics. The framework identifies theory-based building blocks for this domain alongside relevant recent examples. It proposes a conceptual case for contextualization of advertising content through AR technology. Finally, an agenda for future research in AR advertising is specified, incorporating multiple conceptual perspectives and empirical directions.
ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.2020.1740123