Virtual and augmented reality
MarTech is your source for virtual and augmented reality marketing content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Why we care:
While the marketing applications of both are still emerging, these experiences are being tested in a host of ways that customers are beginning to have exposure to. For example, online shopping experiences are becoming more augmented through smartphone apps. Though this is emerging, accessibility and interoperability with other more traditional experiences is important for marketers to ensure. As concepts like Web3 and the “metaverse” start to materialize, these technologies will play a greater role.
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How to reach gamers and understand gaming experiences: IAB PlayFronts
As the gaming industry matures, there are new ways for marketers to reach gamers where they are.
IAB, MRC release augmented reality measurement guidelines
The IAB and MRC have released guidelines for measuring AR ad campaigns, opening them for public comment.
Current trends in marketing and data have deep roots
Macro-trends identified in the latest Winterberry Group Outlook presentation have roots in the recent past.
2024 Predictions: Social media’s evolution
Are consumers cooling to social media or are they willing to engage? Here’s where marketers will commit their efforts in the year ahead.
AR-powered gift cards for the holidays and beyond
Cardii is a start-up using AR and AI to reimagine gift cards for B2B and inhouse engagement.
Lisa Peyton: Spotlight on the expert
Lisa Peyton discusses the early days of immersive spaces like Second Life and how AI will democratize 3D worlds in the future.
Digital asset management (DAM)
What is digital asset management and how can it help you?
Digital asset management can play a vital role in your marketing organization, unifying online and offline marketing channels and leading to more efficient marketing resource allocation.
State Farm and iHeartMedia to host Ed Sheeran experience in Fortnite
The experience will take fans through virtual environments based on new Sheeran songs, with exclusive performances by the artist.
Metropolitan Museum of Art launches Roblox augmented reality experience
With the new Replica app, visitors can scan famous works with their phones and show them off as wearables in Roblox.
Top 5 XR and AI marketing trends in 2023
Here's what's in store for marketers as rapid advances in extended reality and artificial intelligence disrupt the industry.
What Apple’s Vision Pro means for AR and VR marketing
The new headset hits the market in early 2024 and will cost $3,499. Will enough consumers and businesses adopt it to interest marketers?
MarTech’s metaverse marketing experts to follow
Here are the top VR and metaverse marketing experts you should follow as they create the future.
XR + AI: 5 tools driving today’s content revolution
These five tools at the intersection of extended reality and artificial intelligence are driving a content revolution with endless possibilities.
Beyond boundaries: The future of digital content
UC Berkeley partnered with Storyblok to explore adventurous innovations that might shape the future of the Internet.
Meet 3D virtual influencers, the new breed of marketing influencers
Brands are starting to leverage computer-generated fictional characters for marketing. Here's what you need to know.
Walmart pulls Universe of Play off Roblox platform after consumer groups’ complaint
The groups said Walmart’s Universe of Play was an advergame and asked CARU to review it. The retailer said CARU OK’d it before launch.
Metaverse, Web 3.0 and NFTs: What marketers need to know
While often bundled together, NFTs, the metaverse and Web 3.0 aren't the same things. Here's how to view them from a marketing lens.
In-game advertising: A marketer’s guide
With the right strategy, in-game advertising can be a powerful tool for reaching and engaging with today's gaming audiences.
Papa Johns and Netspend adopt augmented reality for eGift campaign
The recent promotion deployed WebAR technology to make dollar bills in the physical world actionable for consumers using their phones.
Toyota launches AR experience to support 2023 Crown
Shoppers can customize, explore and test drive the new model virtually via an app-free WebAR platform.
So how is this Web3 supposed to work?
How NFTs, crypto and blockchain will one day work together to propel Web3.
Digital asset management (DAM)
Does your organization need a DAM? Audit first, with these easy steps.
While DAM platforms can help marketers deliver consistent experiences, there are questions of process, training and budget to answer before beginning the buying process.
Top 10 immersive marketing events of 2023
Here's a list of must-see events for marketing professionals looking to boost their metaverse marketing muscle this year.
2023 predictions: How marketers will approach web3, virtual experiences and gaming this year
As the metaverse hype cycle wanes, marketers will target specific technologies that add value to their plans and strategies.
LG web3 partnership launches immersive experiences on TVs
Oorbit partners with LG Electronics to bring immersive music and gaming to LG TVs.
Top 10 immersive marketing trends that will grow your grinchy heart in 2023
From better B2B marketing in the metaverse to more engaging virtual events, here's a preview of key immersive marketing trends in 2023.
2023 Predictions: Experience, ecommerce and transformation
Will automated chatbots be a force in marketing next year? There's a better chance that headless commerce will be the story for 2023.
How new remote work apps and virtual meetings are transforming employee experience
Roam, Frameable & Party.Space are delivering experiences that help employees and orgs adapt to the work-from-home era.
Web3 content and capabilities from an agency’s perspective
Razorfish’s Cristina Lawrence shares her agency’s vision on how to get brands plugged into Web3.
Survey finds gamers prefer native ads
A new gamer study from Frameplay shows the top ad formats in the $196.8 billion videogame industry.
What is the metaverse and how can we get there?
Two experts discuss virtual worlds and how marketers can connect with metaverse users.
Manifesto for the makers of the metaverse
We must act as advocates for our audiences, ensuring their inalienable rights are honored and respected in these new digital spaces.
Walmart launches Roblox metaverse experiences
Walmart Land and Walmart’s Universe of Play target core Roblox users ages 17 to 24.
What’s hot in the metaverse for consumers
Music and travel lead the way for why users are attracted to metaverse virtual experiences.
Samsung bridges metaverse and real life experiences for Climate Week NYC
Simultaneous fashion shows on Decentraland and in-store kick off a weeklong multi-channel activation.
Top 3 marketing use cases for the B2B metaverse
Virtual worlds and immersive technology are not just for consumer campaigns. Here's how to begin your B2B metaverse marketing journey.
Why B2B buyers now hate traditional B2B selling
Most salespeople say their organizations aren't ready for online selling.
The top 10 immersive campaigns to learn from
Check out ten imaginative, immersive campaigns using extended reality (XR) to deliver impactful messaging.
AR/VR: Marketing in three dimensions
It's early days for volumetric storytelling, but it's at the heart of AR and VR.
IAB releases proposed standards for in-game ads
The in-game advertising community are coming together to develop common standards and metrics.