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Augmented reality is far from becoming a mass force in advertising, but more brands are using it as a way to get customers to try out products before mobile purchases. The shift is from using AR for its novelty effect to using the technology where it’s a good fit for a retail experience that’s increasingly happening on mobile devices. There’s also a realization that AR commerce is less about scale in these early days and more about PR, positioning and building knowledge. Benefit Cosmetics, Speedo and Lego are among a flurry of advertisers weaving AR into their commerce strategies. “AR should have a big say in the future of commerce and the wider retail industry given how difficult high ... Full story

14 February