[Marketing Week] Bob Koigi: Incorporating Augmented Reality into advertising, marketing and commerce

Brands are stepping up the use of augmented reality to better connect with their customers and drive meaningful business results through AR.

Such is the case with global communications, advertising, public relations, technology, and commerce holding company WPP that recently partnered with Snap Inc., the camera company behind Snapchat to help brands build and deliver immersive experiences for consumers using Augmented Reality (AR).

With a particular focus on e-commerce, the partnership combines Snap’s leading AR technology with WPP’s integrated capabilities across creative, media, commerce and technology

With advertisers on Snap platforms finding AR campaigns to be significant drivers of business, the partnership will give WPP and its clients access to and mastery of Snap’s AR technology end-to-end, including creative production and measurement.

Still on tech, IAB Tech Lab, the digital advertising technical standards-setting body, has announced the ads.cert 2.0, a standard introduced to enhance security in the digital advertising ecosystem by using industry-standard cryptographic security protocols.

In particular, the protocols secure buying and selling of programmatic Connected TV (CTV) ad inventory, which is where a number of recent ad fraud attempts have focused on. The updated ads.cert 2.0 will be open for public comment for 30 days, until October 30th.

Xandr, AT&T’s advanced advertising company, has announced the launch of its Premium Video Catalog, providing access to over 1,400 always-on, one-to-one video and connected TV deals from top media owners and distributors across devices, content categories, formats, and app types, and over 2,500 off-the-shelf audience deals spanning demographic, viewership behaviors, and household attributes.

Conceptualized by Xandr’s Marketplace Development team, the Premium Video Catalog helps media buyers effortlessly plan and execute online video and CTV campaigns while unlocking new targeting and reporting features across North America.

In other news, Gracenote, a Nielsen company has announced that IPG Mediabrands, a client-led, consulting-first, community-driven marketing agency, has licensed the Gracenote Inclusion Analytics solution to help advertisers better connect with important but underserved audiences.

Through Inclusion Analytics data and insights, Mediabrands will gain new visibility into the gender, race, ethnicity and sexual orientation of talent appearing in popular linear and streaming TV programming.

And Publicis Groupe has continued to build its regional creative team with three key hires: Laurent Thevenet is joining as Head of Creative Technology for Asia Pacific, Middle East and Africa (APAC & MEA), based in Singapore.

Anna Tomasetti joins as Creative Community Manager, APAC & MEA, while Barbara Messer joins as Head of Creative PR, APAC & MEA.

Bob Koigi is an editor at Marketing Report EU

 

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