Why Augmented Reality Now?




Augmented Reality (AR) is a technology that superimposes a computer-generated image on a user's view of the real world, thus providing a composite view.

Unlike other digital advancements, which allow our devices to perform functions faster and more intelligently, Augmented Reality actually gives us a new way to perceive the real world around us. There is an intrinsic sense of delight from the playful nature of AR executions which can be harnessed to market almost any visible object.

As consumer expectations for brand experience continue to increase, AR can enhance experiences along the customer journey by adding a digital element to a physical environment. As mobile device use continues to increase, AR's ability to surprise and delight customers through their phone will become more valuable.

ANA Marketing Futures focuses on the innovations and trends that will shape the future of marketing to prepare brands for the challenges and opportunities that lie ahead. Augmented reality combines the physical and digital worlds to create immersive, engaging consumer experiences that are beginning to shape the social media landscape. We spoke to marketers and experts across industries to get their opinion on the value and viability of this emerging trend.

Learn how marketers are using augmented reality to create immersive, engaging customer experiences. 
Doug Altmayer, Senior Brand Manager at Treasury Wine Estates, shares the story behind the brand's AR-driven campaign for its 19 Crimes wine brand.  
Nick Jones, EVP of Business Development at Geometry Global, discusses bringing entertainment and value to consumers via augmented reality.
Augmented Reality Expert Insight

Andrew Medal



“Augmented reality is changing the game for good, because it enables organizations to bring consumers  into  their  stories, rather than simply producing content for viewers to passively consume.” 

Augmented Reality Expert Insight

Andrew Medal



“Augmented reality is changing the game for good, because it enables organizations to bring consumers  into  their  stories, rather than simply producing content for viewers to passively consume.” 

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into AR? ANA Members have access to brand stories, case studies, and expert webinars you won’t find anywhere else.

The Experience BNY Mellon AR/VR App

ANA. June 2018

Augmented reality is not just the technology of the future, but right now.  This is why BNY Mellon created a VR/AR app to help other marketers by providing a blueprint for the development and rollout of their own AR/VR approach.

Adventure Reality

ANA. October 2018

To support the launch of its 2018 Wrangler, Jeep released an app that allowed consumers to design and view their own versions of the vehicle in an AR environment.

In-Home Preview

ANA. October 2018 offered shoppers an AR feature that allowed them to remotely experience the e-commerce brand’s home improvement materials.

Be sure to visit our full augmented reality content portfolio for more great resources!

Get ANA's Augmented Reality Report

Augmented Reality (AR) refers to the ability to integrate digital data and content with the physical environment. Creating composite views that enhance reality have applications for both consumer marketers and business marketers.


ANA Marketing Futures spoke with marketers across the industry to get their perspective on AR’s value and viability as a marketing tool, and created a guide which gives brands a holistic view of AR, including the challenges and opportunities this technology presents.

Download the full report today!

Download the full report today!

ANA Marketing Futures: Our Story

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the ANA tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.


ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business. 

About the ANA

The ANA (Association of National Advertisers) makes a difference for individuals, brands, and the industry by driving growth, advancing the interests of marketers and promoting and protecting the well-being of the marketing community. Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANA’s membership includes nearly 2,000 companies with 25,000 brands that engage almost 150,000 industry professionals and collectively spend or support more than $400 billion in marketing and advertising annually.


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