Augmented Reality Advertising: An Impactful Platform for New Age Consumer Engagement

Abstract

Augmented Reality is the latest buzz in the advertising arena. In augmented Reality, advertisers have found a unique and interactive way to engage audience with the brand. On the other hand it keeps users in charge of the conversation process, letting them retrieve the information they need, when they need it and wherever they need it. This paper aims at studying why Augmented Reality makes a good choice for the marketers to be used in their advertising campaigns by reviewing the available literature and finding out customers' preferences for media consumption by means of primary data collection. Based on the findings authors suggest reasons why Augmented Reality advertising is one of the best options available to circumvent the clutter in the traditional media.