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

ABSTRACT The growth of online market both from sellers and enthusiasts of online shopping from year to year continues to increase. Consumer shopping preferences are key to successful transactions, both traditionally and online. Sellers need to be aware of their target consumer profile in deciding that sales are developed into the online market and remain within the traditional market. To analyze the customer preferences of online shopping, a total of 200 respondents in Medan City, North Sumatera Province, participated in this study. The predictor variables proposed in this study are the demographics and ownership of online shopping applications. The results indicate that online shopping decisions are strongly influenced by sex factors, income levels and online shopping applications. Factors of everyday life, age and education do not significantly affect shopping preferences both online and traditional. Keywords: Preference, Online Shopping, Traditional Market, Demographics, Application

Evidence suggests that consumers often hesitate to transact with Web-based vendors because of uncertainty about vendor behavior or the perceived risk of having personal information stolen by hackers. Trust plays a central role in helping consumers overcome perceptions of risk and insecurity. Trust makes consumers comfortable sharing personal information, making purchases, and acting on Web vendor advice—behaviors essential to widespread adoption of e-commerce. Therefore, trust is critical to both researchers and practitioners. Prior research on e-commerce trust has used diverse, incomplete, and inconsistent definitions of trust, making it difficult to compare results across studies. This paper contributes by proposing and validating measures for a multidisciplinary, multidimensional model of trust in e-commerce. The model includes four high-level constructs—disposition to trust, institution-based trust, trusting beliefs, and trusting intentions—which are further delineated into 16 measurable, literature-grounded subconstructs. The psychometric properties of the measures are demonstrated through use of a hypothetical, legal advice Web site. The results show that trust is indeed a multidimensional concept. Proposed relationships among the trust constructs are tested (for internal nomological validity), as are relationships between the trust constructs and three other e-commerce constructs (for external nomological validity)—Web experience, personal innovativeness, and Web site quality. Suggestions for future research as well as implications for practice are discussed. (Trust; Trusting Beliefs; Trusting Intentions; Institution-Based Trust; Disposition to Trust; eCommerce; Measure; Site Quality; Disposition; Nomological Network; Web Vendor)