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RESEARCH
ANALYSIS
TRENDS

Source: IAB

4. It has long been known in e-commerce that product- because they can actively participate, for example
related content is of fundamental importance. However, through mini-games that are played during the
even with home shopping, additional information can commercial break, or even taking parts in competitions.
lead to an increase in conversion. According to The drivers of AR technology, or ‘real game changers’,
eyecandylab’s study, more than half of those interested how IAB is calling them in their playbook “Augmented
in buying would use AR functions to get more Reality in Marketing”. has been the launch of AR SDKs
information about the product and 39% would buy by the major technology companies; Apple, Amazon,
immediately a product that is displayed on the screen Snap, Google and Facebook.
via AR. Especially sports television could profit
enormously from AR technology: from the sale of If consumers’ appetite for AR is continuing to grow,
merchandise articles to interactive sponsor areas to prepare to see the technology evolving into one of the
various advertising formats and live betting, AR major tools and platforms in the tech world. ◊
applications could be the perfect tool for marketers
looking for new monetization opportunities. By Daniela La Marca

5. The playful handling of products with AR also
means that the user deliberately deals with them and
pays for increased engagement and improved brand
awareness. Since AR is basically designed for
interaction, product information and advertising
messages could bridge commercial breaks during
sports broadcasts. With AR, advertisers can increase
the chance that viewers actually watch the ad block

23 July 2020: Virtual-, Augmented & Mixed Reality: revolutionizing the customer experience