Discover the Future of Advertising through Immersive Technologies

Summary

Immersive technologies, including augmented reality (AR), virtual reality (VR) and mixed realities (MR), are expected to become increasingly important in advertising. These technologies create extended realities (XR) that enhance consumer engagement and provide new opportunities for marketers. While the fully immersive “metaverse” is still in development, platforms like Fortnite, Roblox and Zepeto already provide touchpoints where consumers connect physical and virtual realities.

Despite the potential of immersive technologies to transform advertising, there are challenges in effectively deploying them within communication strategies. Limited knowledge on how to use specific technologies or combinations of technologies to achieve different promotional objectives, siloed research on AR and VR applications, and the infancy of these research areas are some of the key challenges. This special issue of the Journal of Advertising Research addresses these challenges and provides insights into the future of immersive technologies in advertising.