Advertisers have increasingly added augmented reality (AR) to their campaigns to ensure they are being noticed by viewers. For example, ad agency Ogilvy worked on an AR campaign to help launch the film "Hidden Figures". Users could hold up their phones to 150 statues of white, male historical figures in the US to see AR statues of notable female figures. Apple recently acknowledged this at its Worldwide Developers Conference by putting AR capabilities on its mobile devices, while relegating VR to desktop. The company also created a series of short films that were shown at Sundance and Cannes this year. Unlike AR, virtual reality requires extra hardware, and will not prove as useful to advertisers, Himmelsbach added.
Advertisers have increasingly added augmented reality (AR) to their campaigns to ensure they are being noticed by viewers. For example, ad agency Ogilvy worked on an AR campaign to help launch the film "Hidden Figures". Users could hold up their phones to 150 statues of white, male historical figures in the US to see AR statues of notable female figures. The company also created a series of short films that were shown at Sundance and Cannes this year. Unlike AR, virtual reality requires extra hardware, and will not prove as useful to advertisers, Himmelsbach added.