Seeing with the customer’s eye: exploring the challenges and opportunities of AR advertising

de Ruyter, Ko, Heller, Jonas, Hilken, Tim, Chylinski, Mathew, Keeling, Debbie I and Mahr, Dominik (2020) Seeing with the customer’s eye: exploring the challenges and opportunities of AR advertising. Journal of Advertising. pp. 1-16. ISSN 0091-3367

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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.

Item Type: Article
Keywords: Augmented Reality, contextualisation, spatial presence, real-time analytics, advertising
Schools and Departments: School of Business, Management and Economics > Strategy and Marketing
SWORD Depositor: Mx Elements Account
Depositing User: Mx Elements Account
Date Deposited: 12 Mar 2020 08:10
Last Modified: 16 Apr 2020 14:45
URI: http://sro.sussex.ac.uk/id/eprint/90344

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