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The very first banner ad on the Internet—for AT&T on Wired in 1994—had a click-through rate (CTR) of 44 percent. Now that the novelty has worn off, that rate is more like 0.05 percent.
Add augmented reality (AR), however, and it may be a different story. Taking a page from the leader of the free world, companies like Blippar and Oath want to use AR to make digital ads great again. But, like Trump’s presidency, can it last?
How brands are using AR in digital advertising
Chris Bell, regional commercial director of APAC at AR company Blippar, said in a recent blog post that the opportunity with these ads is to marry the high reach of display media with the interactivity, personalization and realism of AR.
Blippar rolled out its AR ad unit in May 2017, which it said uses a smartphone or desktop camera to deliver interactive, contextually relevant AR experiences from banner ads.