Augmented Reality as the future of advertising

Abstract

This research paper aims to scrutinise Augmented Reality technology and its potential in the future of advertising. AR technology generates digital graphics, videos, or audio, that adopt a device's camera with overlays on top of the real-world scene in real time. Due to its engagement, the technology becomes a quality tool for marketers, creating new possibilities in advertising campaign creation. The paper presents various platforms to implement augmented reality, such as mobile applications, web-based experiences, or social media and describes the accessibility of AR via wearable (headsets, glasses, etc.) and non-wearable (smartphones, tablets, etc.) devices. Furthermore, numerous examples of successful implementations in marketing campaigns will be described. The paper apart from the detailed analysis of implementing AR in marketing campaigns, also presents the relevance in digital products, non-fungible tokens and metaverse. In addition, the disadvantages and dangers of augmented reality will also be described. Considering all the examples, the paper proves the potential of augmented reality technology and its application in the field of marketing.