In this study, how AR hits the consumers on TV ads and, consequently, to what extent they collectively influence consumer engagement, brand recall and buy intentions. Advertisers are turning to AR more and more frequently because it’s redefining how people experience ads by blending the tangible and digital in their world. To explore whether AR enhances both the attractiveness and effectiveness of advertising, the present work analyses how consumers perceive AR applications in advertising with those of classic television advertising. Consumer responses to AR-enhanced advertisements and the study used a mixed-method approach involving in-depth individual interviews and a survey with 150 consumers. Results indicate that AR commercials induce: increase in brand recall, gain attention, and also extend attention span. Shoppers also find AR ads to be more creative, interesting and informative, which drives them to the point of purchase. Certainly, there are some issues that arise, including those about privacy and the potential for novelty fatigue if augmented reality goes mainstream. To stimulate consumers' attention and involvement, the research concludes by providing insights and suggestions for advertisers wanting to integrate AR into their TVs. These findings provide valuable insights to those marketers who are interested in adopting augmented reality (AR) to satisfy changing consumer expectations.
CP et al. (Fri,) studied this question.
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