Seeing with the Customer’s Eye: Exploring the Challenges and Opportunities of AR Advertising
Ko de Ruyter, Jonas Heller, Tim Hilken, Mathew Chylinski, Debbie Keeling, Dominik Mahr
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.
Topics & Concepts
ContextualizationAdvertisingConceptual frameworkScholarshipAdvertising researchIntersection (aeronautics)Augmented realityDomain (mathematical analysis)Conceptual modelComputer scienceMarketingAdvertising campaignCustomer engagementBusinessSociologyPolitical scienceHuman–computer interactionEngineeringWorld Wide WebMathematicsSocial mediaDatabaseAerospace engineeringMathematical analysisProgramming languageLawInterpretation (philosophy)Social scienceVirtual Reality Applications and ImpactsConsumer Retail Behavior StudiesAugmented Reality Applications