IAB的指南针: Navigating Augmented Reality & 虚拟现实

AR & VR广告预测

AR and VR are already large markets and are expected to see high growth, with AR advertising becoming a significant market.

The global market for AR was estimated to be worth c.到2021年，VR的价值将达到120亿英镑.£8bn, covering hardware, software, advertising, and entertainment. With investments in technology and applications, and interest across many sectors of the economy, the market is expected to see rapid growth, with AR reaching £40-65bn and VR reaching £15-2到2026年达到50亿美元.

Within this, the global AR advertising market was estimated to be worth c.£2.5bn in 2021 and is expected to grow to up to c.£7.到2026年达到50亿美元. Assuming the UK takes a similar share of this to digital advertising more generally, 英国AR广告市场的份额为3%.£100-150m in 2021 and is set to grow to c.到2026年将达到2.5亿至3.5亿英镑. This forecast considers that ad budgets may be constrained in the near term, given macro-economic challenges slowing experimentation in new areas like AR and VR. Investment in 虚拟现实的广告 is negligible at present.

Speculatively, the mobile AR ad market could grow faster than this. This could be driven by a new app that sees much higher user adoption, and/or new campaign tactics that are successful and widely adopted by advertisers. 在虚拟现实, significant improvements in hardware and/or reductions in price - possibly driven by large industry players investing in the space - could drive rapid consumer adoption (increasing the number of VR headsets installed globally to 60-70m by 2026, 从2021年的20-25米上升), with advertising opportunities following.

To find out more about the forecasting please see page 19 of the full report, 它包含更多的细节.

的基于“增大化现实”技术 & 虚拟现实的机会 & 下一步该怎么做?

Immersive AR and VR experiences offer innovative ways to engage consumers. As we have established, AR adoption is already relatively high, particularly among younger audiences. 利用这一点, advertisers can - and are - creating engaging, interactive experiences that work across the marketing funnel.

As technologies improve and consumer adoption rises, this opportunity is set to grow and 虚拟现实的广告 will also emerge. 虽然今天刚刚起步, immersive experiences will become an increasingly important way for advertisers to stand out and get results.

广告商应该怎么做? & 机构做?

We recommend that advertisers new to AR and VR identify ways to use AR to support marketing and, 当你尝试这些的时候, plan carefully and partner with specialists to support creative.

以此为基础, advertisers should explore different uses of AR that focus on offering utility to consumers, as well as tracking how the market (including VR) develops.