AR Advertising - Unity Technologies Finds That 63% of Creatives Struggle with Implementing
Client and consumer demand is scaling faster than technical competency, survey reveals “Augmented reality is becoming ubiquitous and creative marketers and advertisers are already establishing the use cases that have made the rest of the industry pay attention,” said Julie Shumaker, Vice President of Advertiser Solutions, Unity Technologies. “This survey reveals one very important thing: there is a disconnect between the growing demand for AR solutions and the pace at which advertisers, marketers, and creatives are becoming comfortable with the technology. We need to improve AR familiarity among creatives -- both in terms of technical competency and highlighting the cost-effective solutions that are available today.” Technology hinders adoption: Not only do those who have engaged in AR campaigns suffer from a technical disparity, but those who haven’t engaged in AR activities yet cite a lack of technical knowledge (24.1%) and concerns about the potential cost (31%) as reas