Majority of marketers 'will consider augmented reality campaigns this year'
Appetite for augmented reality is growing amongst both advertisers and creatives, but skills shortages and costs are holding back adoption.
This is according to new research from graphics company Unity, which found that 56 per cent of creatives are "likely or very likely" to consider an augmented reality campaign in the next 12 months.
But competency in the tech remains a barrier with a quarter of respondents saying that technical barriers were preventing them exploring the technology.
Cost remains the most important factor, with nearly 40 per cent saying it is the most important issue working against their adoption of AR.
A number of major retailers are already exploring AR as part of their marketing efforts.
As previously reported, last week John Lewis announced a trial of augmented and virtual reality tech to help shoppers visualise products in their own homes.
And earlier, IKEA became one of the first large companies to bet on AR with a tool allowing consumers to build their dream kitchen.
Commenting on the research, Unity vice president of advertiser solutions Julie Shumaker said: "Augmented reality is becoming ubiquitous and creative marketers and advertisers are already establishing the use cases that have made the rest of the industry pay attention.
“This survey reveals one very important thing: there is a disconnect between the growing demand for AR solutions and the pace at which advertisers, marketers, and creatives are becoming comfortable with the technology. We need to improve AR familiarity among creatives - both in terms of technical competency and highlighting the cost-effective solutions that are available today.”