Exploring the Potential of Augmented Reality for Marketing: An IAB Playbook

IAB Releases Augmented Reality for Marketing Playbook

In today’s mobile-first era, brands are constantly seeking innovative ways to engage consumers in meaningful ways. Augmented Reality (AR) technology has emerged as a powerful tool for marketers to connect with their audience in unique and interactive ways.

AR experiences utilize a camera to enhance the user’s view of the world, adding digital elements to the physical environment. With the increasing consumer awareness and technological advancements, AR is being used in various marketing applications, from social apps to gaming, retail, and editorial experiences.

To address the growing interest in AR for marketing, the IAB Mobile Advertising and Digital Video Committees collaborated to create the Augmented Reality for Marketing, An IAB Playbook. This comprehensive guide aims to help brands and agencies navigate the opportunities that AR offers for marketing campaigns.

The playbook outlines the history of AR, how consumers access AR experiences, current use cases, and measurement strategies for AR campaigns. It also provides insights from industry experts on why AR is gaining traction in the marketing world and how it can drive engagement and brand affinity.

Julian Soler, Director of IAB Mobile Center of Excellence, emphasized the potential of AR to deliver personalized and relevant experiences that traditional channels cannot match. The IAB hopes that the playbook will empower brands and agencies to explore and adopt AR technology for successful marketing campaigns.

The playbook features contributions from industry leaders such as Facebook, Google, Snap Inc., and Verizon Media, providing a wealth of knowledge and expertise on leveraging AR for marketing success.

To access the IAB Augmented Reality for Marketing Playbook and learn more about the potential of AR in marketing, download the playbook today.