Nearly two years since the launch of iOS 14.5, mobile advertisers are beginning to adjust to its measurement challenges. But they have a new option in Apple, which is using its data-tracking power to expand its advertising platform. At the same time, smartphones will deepen their role as a remote control for the home and the second screen for out-of-home (OOH) via augmented reality (AR).
Mobile AR Gets Anchored
Numerous platforms“anchor”AR experiences to exact locations or points of interest. Niantic’s Pokémon Go introduced location anchoring to a wider audience with Pokéstops, which let businesses sponsor exact locations in the real world. Now, many platforms have joined Niantic and released their own sophisticated AR-anchoring tools, including:
Google’s ARCore Geospatial API, its AR developer platform with persistent cloud anchors.
Snap’s Custom Landmarkers, which lets developers create AR experiences on points of interest.
Apple’s Location Anchors beginning with ARKit 4, its AR developer platform.
Pandemic-fueled growth of QR codeshas madeAR in OOH more accessible. QR codes make it easy for smartphone users to launch AR experiences by pointing their phone at a digital out-of-home (DOOH) screen or billboard.
Head of Marketing, Strategic and Brand Partnerships
Interviewed November 11, 2022
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