AUGMENTEDREALITYFORMARKETINGANIABPLAYBOOKUsageofAugmentedReality(AR)hasbeensteadilyrisingasanentertainment,gamingandadvertisingplatformoverthelastseveralyears.TheintroductionofwearableARlensesin2014,followedbythemassivesuccessofPokémonGoin2016,rocketedARintothemainstream,openingthedoorforbroaderadoptionacrossotherareasparticularlymarketing.With1billionexpectedusersby2020,andanexpected$2.6billioninadspendby2022,consumersareclearlyshowinganappetitefortheuniquetypeofexperiencesARoffers,creatingnewopportunitiesforbrandstotelltheirstoriesinafresh,engaging,andcreativegrowingformat.TheIABAugmentedRealityforMarketingPlaybookprovidestheadvertisingecosystemwithaframeworkforconsideringandexploringtheburgeoningopportunitiesinAR.Itisintendedtoeducatebrandsandmarketersonthevalueandbenefitsofthisnascentmarketingchannel,anditincludesdefinitionsandkeyterms,growthdrivers,usecases,practicaladviceonimplementationandmeasurement.June2019AugmentedRealityforMarketing:AnIABPlaybook•2TABLEOFCONTENTSMissionandContributors................................................3Definitions............................................................5•WhatisAugmentedReality?....................................................5•TheDifferenceBetweenAugmentedRealityandVirtualReality.........................5•KeyTerms...................................................................6•TechnologiesthatEnableAR....................................................7WhatisDrivingGrowthandAdoptionofAR?...............................8•RisingConsumerAwareness....................................................8•TechnologicalAdvancements..................................................12TheUserJourney.....................................................14•HowConsumersAccessAR....................................................14•HowARExperiencesareActivated..............................................15•HowObjectRecognitionisTriggered............................................16•Marker.................
