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Mobile Trends to Watch for 2023

Smartphones Reach Into New Areas While iOS 14.5 Still Reverberates

About This Report
Smartphones will play an even bigger role in 2023, connecting devices and experiences while advertisers adjust to a world with less user data.
Table of Contents

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 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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    Table of Contents

    1. Mobile AR Gets Anchored
    2. Mobile Measurement Enters the Eye of the Privacy Storm
    3. The Introduction of Matter Will Accelerate the Smartphone’s Role as Remote Control
    1. Apple’s Aggressive Push Into Advertising Will Continue
    2. Insider Intelligence Interviews
    3. Read Next
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Adam Shlachter
    Niantic, Inc.
    Head of Marketing, Strategic and Brand Partnerships
    Interviewed November 11, 2022


    Jessica Lis, Evelyn Mitchell, Yoram Wurmser


    Chris Keating
    Director, Research
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