Augmented Reality

Courtesy of National Geographic

Note from the editor

Though developed long before the pandemic, augmented reality (AR) is among the beneficiaries of heightened buzz since March 2020 as marketers seek safe yet fresh ways to engage consumers both on the go and from home.

AR is growing increasingly central to the retail marketing space in particular, with brands from beauty to apparel tapping the immersive tech to entertain users and nudge them toward a purchase. Companies like Google, Pinterest and Snap are focusing more of their efforts to integrate AR into their platforms, while marketers continue to deploy this interactive content as a way to offer a more comprehensive view of their products remotely.

Meanwhile, developments like the adoption of higher-speed 5G service promise to give marketers deeper ways of connecting with audiences via AR-powered applications, including virtual try-ons, product demonstrations and mixed reality portals.

In this report, Marketing Dive examines:

  • How Coca-Cola gave an iconic ad new life through AR
  • Where AR's role in commerce may be headed
  • How 5G could unlock wider adoption of AR in marketing

As mobile behaviors continue to evolve alongside technology advancements, this content can serve as a reference point for marketers as they allocate media budgets and consider a technology that's ramping up to meet consumer demands.

Natalie Koltun Editor

Pizza Hut spins boxes into Pac-Man AR game for 'Newstalgia' campaign

• Published March 15, 2021

AR's role in shopping poised to swell in next 5 years, Publicis and Snap find

• Published May 27, 2021

Coca-Cola revives 'Hilltop' ad with vintage wardrobe for Samsung AR emoji

• Published June 24, 2021

Hyundai touts hybrid cars in Nat Geo's AR series on national parks

• Published April 28, 2021

5G promises to unlock wider adoption of AR in marketing

Sixty-one percent of 5G mobile users said augmented reality ads grab their attention more than traditional formats, Ericsson Emodo found in a survey.

• Published April 15, 2021

Snap prioritizes creators with AR-equipped smart glasses

Before selling the new Spectacles to the public, the company is distributing the device to select creators who make augmented reality Lenses for Snapchat.

• Published June 3, 2021

Brookfield Properties opens AR ad inventory across 100-plus shopping malls

• Published July 9, 2021

The marketing strategy of augmented reality

AR has received heightened buzz since March 2020 as marketers seeked safe yet fresh ways to engage consumers both on the go and from home. Companies like Google, Pinterest and Snap are focusing more of their efforts to integrate AR on their platforms, while marketers push this interactive content to offer a more comprehensive view of their products remotely.

included in this trendline
  • How Coca-Cola gave an iconic ad new life through AR
  • Pizza Hut spins boxes into Pac-Man AR game for 'Newstalgia' campaign
  • Hyundai touts hybrid cars in Nat Geo's AR series on national parks
Our Trendlines go deep on the biggest trends. These special reports, produced by our team of award-winning journalists, help business leaders understand how their industries are changing.
Davide Savenije Editor-in-Chief at Industry Dive.