Seeing with the Customer’s Eye: Exploring the Challenges and Opportunities of AR Advertising

Ko de Ruyter; Jonas Heller; Tim Hilken; Matthew Chylinski; Debbie I. Keeling; Dominik Mahr

doi:10.1080/00913367.2020.1740123

Seeing with the Customer’s Eye: Exploring the Challenges and Opportunities of AR Advertising

Ko de Ruyter^*, Jonas Heller, Tim Hilken, Matthew Chylinski, Debbie I. Keeling, Dominik Mahr

^*Corresponding author for this work

Marketing, Helsinki

Research output: Contribution to journal › Article › Scientific › peer-review

72 Citations (Scopus)

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.

Original language	English
Peer-reviewed scientific journal	Journal of Advertising
Volume	49
Issue number	2
Pages (from-to)	109-124
Number of pages	16
ISSN	0091-3367
DOIs	https://doi.org/10.1080/00913367.2020.1740123
Publication status	Published - 2020
MoE publication type	A1 Journal article - refereed

Keywords

512 Business and Management

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10.1080/00913367.2020.1740123

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Seeing with the Customer’s Eye: Exploring the Challenges and Opportunities of AR Advertising

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