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

Ko de Ruyter, Jonas Heller, Tim Hilken, Mathew Chylinski, Debbie I. Keeling, Dominik Mahr

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

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
Original languageEnglish
Pages (from-to)109-124
Number of pages16
JournalJournal of Advertising
Volume49
Issue number2
Early online date7 Apr 2020
DOIs
Publication statusPublished - 2020

Keywords

  • Advertising
  • Augmented Reality
  • Contextualisation
  • Real-time analytics
  • Spatial presence
  • SITUATED COGNITION
  • FUTURE
  • CONTEXT
  • AUGMENTED REALITY
  • RESPONSES
  • SPATIAL PRESENCE
  • INTERACTIVITY
  • TECHNOLOGY
  • FRONTLINE

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