IAB issues AR for Marketing playbook 2

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A new ‘playbook’ for augmented reality (AR) marketing from the Interactive Advertising Bureau (IAB) outlines how brands can make the most of immersive technology.

The media and technology group has provided the free-to-read resource for marketers considering utlising AR to promote their brands.

The IAB’s Augmented Reality for Marketing working group behind the new playbook was formed in order to define for marketers and their agencies “actionable best practices, guidance, and inspiration on activating this nascent channel”.

The working group was led by Julian Soler, director of the mobile marketing centre of excellence at IAB, with co-chairs from Snap, Verizon Media, Meredith Digital and Unity Technologies.

IAB’s playbook explains everything marketers need to know about AR and advertising, demonstrates how consumers interact with this new form of communication, and provides several use cases from prominent brands.

The group explains in the playbook’s conclusion: “Usage of augmented reality is on the rise … The deeply immersive experience of AR offers myriad opportunities to deliver brand messaging, establish meaningful relationships and drive commerce opportunities with delighted and engaged consumers.”

“As awareness and adoption of this exciting channel continues to grow, it is vital for marketers to understand their goals and the technical requirements in order to successfully add AR to their media mix. Given the range of available options and new production methods required to create AR, it is incumbent upon marketers to take the time to plan and develop the execution for this new format.”

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