Trends Report

Marketers: Get Ready For Augmented Reality

Why Augmented Reality Will Eclipse Virtual Reality In The Near Term And What To Do About It

November 13th, 2017
With contributors:
Brigitte Majewski , Julie Ask , J. P. Gownder , Matthew Flug , Laura Naparstek , Samantha Merlivat , Miriam Oesterreich , Christine Turley


After a brief infatuation with augmented reality (AR) following the Pokémon GO craze, B2C marketers have all but abandoned the technology. Expect that to change as market leader Apple infuses its devices and its developer kits with built-in AR potential. The result: AR will offer more opportunities than virtual reality (VR) for marketers in the next three years. This report reviews the state of the AR market and shares best practices on how to approach the technology as a marketer.

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