Usage of Augmented Reality (AR) has been steadily rising as an entertainment, gaming and advertising platform over the last several years. The introduction of wearable AR lenses in 2014, followed by the massive success of Pokémon Go in 2016, rocketed AR into the mainstream, opening the door for broader adoption across other areas particularly marketing. With 1 billion expected users by 2020, and an expected $2.6 billion in ad spend by 2022, consumers are clearly showing an appetite for the unique type of experiences AR offers, creating new opportunities for brands to tell their stories in a fresh, engaging, and creative growing format.
The IAB Augmented Reality for Marketing Playbook provides the advertising ecosystem with a framework for considering and exploring the burgeoning opportunities in AR. It is intended to educate brands and marketers on the value and benefits of this nascent marketing channel, and it includes definitions and key terms, growth drivers, use cases, practical advice on implementation
and measurement