Augmented Reality Effectiveness in Advertising

Large consumer suppliers, such as automotive manufacturers and retail companies, are beginning to implement augmented reality as part of their advertising strategy. Augmented reality (AR) is defined as the integration of digitally created media within an existing actual environment. This combination of virtual three-dimensional images within tangible surroundings provides unique sensory capabilities and communication opportunities. However, little research has been done on the true effectiveness of such ‘high-tech’ advertising methods. As a continuation of previous studies that examined the trends and directions of augmented reality technology and its potential application in visualization research and testing, a research study was implemented to examine effectiveness in augmented reality use in advertising. A qualitative assessment was completed that examined observers’ information retention and recall from augmented reality advertisements when compared to standard paper-based media. The results of this study are presented and discussed along with potential ramifications in various applications. Further research plans and recommendations are also discussed.