CBS Interactive has collaborated with real-time 3D developer Unity Technologies to enable advertisers to build and scale augmented reality (AR) campaigns across a variety of mobile apps of CBS, including CBS Sports, CBS News, CNET, GameSpot and TV Guide.
At present, AR technology is enabled on over a million mobile devices and is likely to grow to more than 3.4 billion in 2020. Now by partnering with Unity, CBS will provide brands with a significant opportunity to reach the global audience with immersive new ad formats and branded content.
David Lawenda, executive vice president for digital sales and sales strategy at CBS, said: “Through the introduction of new ad formats like AR, we are continuing to create meaningful moments for CBS advertisers to connect with audiences in innovative ways. Together with Unity, we look forward to leveraging augmented reality to create more engaging branded content and ad experiences for our advertisers.”
Julie Shumaker, vice president of advertiser solutions at Unity Technologies, said: “With this partnership, CBS Interactive will be able to bring another innovative solution to their advertising partners. At Unity, we’re seeing brands use mobile augmented reality ads as a way to achieve high consumer engagement, positive brand association, and direct response from users.”
Analyst firm IDC stated earlier this month that the VR and AR markets may be under something of a strain right now, but the future looks positive. It has predicted that global spending on AR and VR will reach £126 billion in 2023, which is significantly up from the £13bn forecast for 2019.
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