Enhancing mobile advertising through 3D and AR

Abstract: Augmented Reality (AR) is making its way into many industries, with advertising being no exception. Existing literature within the field have focused on investigating the benefits of AR advertising from the perspective of businesses, for instance by measuring purchase intention and effect on attitude towards the brand. The present study investigated how AR advertising may be beneficial for the customer. This was done by carrying out a quantitative survey investigating how 2D, 3D and AR advertising differ in terms of knowledge of product dimensions, confidence in assessment of product, as well as expectations on products. The results showed that both 3D and AR are rich mediums, and can be effectively used by advertisers to promote a better understanding of products, instill confidence, and set realistic expectations with consumers.  The results indicate that this is more true for products, or product properties, that can be accurately understood based on vision alone. The results also showed that this is true to some degree for material properties, however not to the same extent.