Augmented Reality and Transforming Advertising

Abstract

Augmented reality (AR) is the presentation of images of objects in the world by enriching them with additional data such as computer-generated graphics, audio, video and location data. AR basically refers to the addition of design-developed virtual reality elements onto the image obtained by video cameras. This is a technology that processes and presents 3D real-time data on the physical environment of the individual. In AR environments, virtual and real objects are presented to users in harmony. In essence, this is a virtual reality application in which users interact with the real world, interacting with virtual objects in the real world, without an application to affect the real world. AR applications in many different areas are seen intensively in the fields of education, entertainment, communication, health and advertising. Especially with the widespread use of mobile phones, the advertising industry has turned to digital applications. In this way, people are exposed to advertisements everywhere and at any time in their daily lives. With the new media form, content is embedded in advertisements and mobile phones produce advertisements with more information than can be seen with the naked eye. Advertising uses creative strategies while developing brand-product-customer relationship. Today's digital people develop reactions in line with the messages they are exposed to. AR, as a structure that pushes and stretches the boundaries of people's thinking, enables advertising messages to turn into remarkable, different, interesting and impressive presentations. In this context, AR is an important and indispensable field for brands that want to gain prominence among their competitors and make a name for themselves. AR applications are among the important strategies used in the context of digital advertising, and it is important to analyze digital advertising.