Author: Nitesh Patel


Co Authors: Nitesh Patel, David MacQueen


Publication Date: May 21 2018


Pages: 38


Report Type: Report, Word



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Report Summary:

Consumers and brands have embraced AR in social and gaming (Snapchat's Lenses, Pokémon GO). Major companies such as Alibaba, Amazon, Baidu, Facebook, Google, Microsoft and Tencent have also incorporated AR into their platforms. Despite this, AR has not yet reached its potential for monetization. In this report, Strategy Analytics examines three segments where the technology is most likely to succeed in moving from fun to functionality: advertising, commerce and search.



Table of Contents

1.       Executive Summary  4

2.       Augmented Reality Status Check  6
2.1     Defining Augmented Reality  6
2.2     AR form-factors: a mobile-first future while wearables mature  6
2.3     AR adoption status check & drivers  8

3.       AR Impact on Advertising, Search and Retail 11
3.1     Advertising  13
3.1.1       AR’s role in enriching and monetizing physical media  14
3.1.2       How AR can enhance product engagement through advertising?  17
3.1.3       The new frontier of native digital/mobile AR advertising  18
3.1.4       Monetizing AR through location-based advertising  19
3.1.5       How to measure AR advertising campaign success?  20
3.2     Search  21
3.2.1       Enhancing the existing text and image based search experiences  21
3.2.2       3D objects as the third and next enabler for search  22
3.2.3       How machine learning can save the cost of building an AR object library  25
3.3     Physical Retail 27
3.3.1       Loyalty building  27
3.3.2       Furthering the interaction with the products  28
3.3.3       In-Store Navigation  29
3.3.4       Visualization  30
3.3.5       Virtualization of shopping  34

4.       Challenges Ahead for AR Adoption  35

5.       Recommendations  36

6.      How Can We Help You?  38


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