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).
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:
Pandemic-fueled growth of QR codes has made AR 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.
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