AR storytelling gains new ground

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 23, 2021, 5:57 PM UTC

Publishing giants like The Washington Post and USA Today are leveraging augmented reality to highlight news around Olympic Games.

Publishers are using AR technology to create immersive news stories around Tokyo Olympics 2020. They are using Olympic-related stories as tests to expand their emerging tech capabilities and establish a pathway to turn around similar projects faster in the future.

Major American magazine USA Today added two AR experiences around the Olympic Games to its mobile app. While The Washington Post has added three AR and experimental videos to their platform on 20 July.

USA Today has already seen success, with 15 million impressions on their AR stories and 1.5 million views across USA Today and other local apps. While these experiments aim to deliver immersive user experiences, it is “too expensive” for most publishers to conduct AR and VR experimentation to gauge audience demand.

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