Agencies’ reignited AR, VR forays could create new ways to measure consumer engagement

Advertising agencies are renewing their interest in using AR and VR technologies, which could create new ways to measure consumer engagement. With remote work on the rise, agencies are exploring the potential of AR and VR to create immersive experiences that can connect brands with consumers. These technologies offer the possibility of tracking engagement metrics in real-time, such as gaze tracking and heat mapping, which could provide valuable insights for brands. However, it is crucial for agencies to be strategic in their use of these technologies and ensure that they add value to the overall marketing strategy.

Full story at Digiday.