Seeing with the Customer's Eye: Exploring the Challenges and Opportunities of AR Advertising. Issue 2 (14th March 2020)

• Record Type: Journal Article
• Authors: de Ruyter, Ko; Heller, Jonas; Hilken, Tim; Chylinski, Matthew; Keeling, Debbie I.; Mahr, Dominik
• Is Part Of: Journal of advertising. Volume 49:Issue 2(2020)
• Page Start: 109
• Page End: 124
• Publication Date: 2020-03-14
• Subjects: Advertising -- Periodicals; Advertising -- Research -- Periodicals; 659.105
• DOI: 10.1080/00913367.2020.1740123
• Languages: English
• ISSNs: 0091-3367

Abstract

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.