Augmented Reality in Entertainment & Media

Moody Mattan • January 18, 2025

Augmented Reality (AR) is rapidly transforming the entertainment and media industries, bringing virtual elements into real-world environments to create immersive, interactive experiences. By overlaying digital information onto our physical surroundings, AR bridges the gap between reality and fiction, captivating audiences in innovative ways. From viral AR gaming phenomena and immersive concerts to eye-catching outdoor advertising through augmented reality murals and billboards, this technology continues to push creative boundaries. This article explores how AR shapes modern entertainment and media, its marketing potential, and emerging trends that promise to redefine audience engagement.

1. Understanding Augmented Reality: A Brief Overview

To fully appreciate AR’s role in entertainment and media, it’s important to differentiate it from other immersive technologies. Unlike virtual reality (VR), which immerses users in a completely computer-generated environment, AR superimposes digital elements—images, texts, animations—onto a user’s real-world view via a screen or headset. This blended experience allows users to remain connected to their physical surroundings while interacting with layered digital content.

1.1. Key Enablers of AR

Smartphones and Tablets: Modern devices sport high-resolution cameras and advanced processors that support real-time AR overlays.
Headsets and Smart Glasses: Devices like Microsoft HoloLens and Magic Leap create holographic illusions in the real world.
Computer Vision & Machine Learning: Algorithms enable apps to understand and map a user’s physical environment, enhancing the realism and responsiveness of AR experiences.

1.2. Advantages of AR

Interactive Engagement: AR encourages active participation rather than passive consumption.
Versatile Applications: AR can enhance nearly any type of media, from games to educational content and advertising.
Enhanced User Experience: By adding digital layers to real-world environments, AR brings storytelling, marketing, and brand engagement to life in vivid, memorable ways.

2. The Rise of AR in Entertainment

Entertainment sectors—from gaming to live events—have quickly adopted AR. Developers and producers leverage AR to stand out in a crowded media landscape as consumer appetites for immersive, personalized content grow.

2.1. AR Gaming and Interactive Experiences

One of the most prominent demonstrations of AR’s power in entertainment arrived with Pokémon GO in 2016. Using location-based technology and smartphone cameras, this game overlaid digital creatures onto real streets and parks, motivating millions of users to explore their neighborhoods. The massive success of Pokémon GO showcased the potential of AR to bring fictional worlds into tangible reality, driving subsequent innovations in the industry.

Other AR Gaming Highlights

Harry Potter: Wizards Unite: Built by Niantic (the same developer behind Pokémon GO), it merges the wizarding world with real-life locations.
Jurassic World Alive: Lets players discover and collect dinosaur DNA while exploring everyday environments.
Minecraft Earth: Allows users to build blocky creations in shared AR spaces, merging digital and physical landscapes.

2.2. AR in Live Events and Concerts

Major event organizers are incorporating AR to amplify the visual spectacle of concerts, festivals, and sports. Through dedicated apps or AR-enabled stages, audiences can view immersive visuals and animations that blend seamlessly with live performances.

Enhanced Fan Participation: Fans can point their smartphones at stages to unlock exclusive animations, behind-the-scenes content, or artist avatars performing alongside the main act.
Social Media Integration: AR filters on Instagram, Snapchat, or TikTok allow attendees to share their experiences, further expanding the event’s reach through user-generated content.

2.3. Theme Parks and Location-Based AR Attractions

Theme parks worldwide are integrating AR into rides and guided tours. Instead of passively following a tour guide, park visitors use AR apps or specialized glasses that reveal hidden storylines, puzzles, and characters. This multi-layered storytelling approach transforms park visits into interactive adventures that engage visitors of all ages.

3. AR in Film and Television

The film and television industries harness AR to elevate storytelling, marketing, and viewer engagement. Whether used as a second-screen companion or an essential part of a show’s narrative, AR breathes fresh life into traditional media formats.

3.1. AR-Driven Marketing Campaigns

Film studios often partner with social media platforms to develop AR filters featuring iconic characters or set pieces from upcoming releases. By scanning a code or selecting a branded filter, fans can virtually “wear” a hero’s costume or place themselves in a famous movie scene.

Organic Fan-Sharing: Once fans create AR selfies or videos, they share them on social platforms, driving word-of-mouth marketing and strengthening the film’s presence ahead of its release.
Deeper Emotional Connection: Users who interact with AR content tend to feel a stronger personal bond with the brand or movie.

3.2. Second-Screen AR Experiences

Some TV shows and networks experiment with second-screen AR companion apps. As viewers watch an episode, they can open the app, which uses audio recognition to sync AR content with the on-screen narrative. Users can explore character backstories, 3D maps of fictional settings, or polls that influence future storylines.

3.3. AR in Post-Production and Set Design

Behind the camera, AR helps producers and directors visualize digital sets or CGI creatures on real sets. By wearing AR headsets, filmmakers can see how computer-generated elements will appear in the final shot, reducing costly reshoots and production errors. This integration of AR shortens production timelines and helps creative teams collaborate more effectively.

4. Enhancing Audience Engagement

A core advantage of AR is its ability to immerse users in interactive scenarios that demand active participation. In an age of short attention spans, AR’s novelty and personalization can significantly boost brand awareness, content consumption, and overall audience engagement.

4.1. Interactive Advertising

AR transforms static ads into multi-sensory experiences. Scanning a print ad or billboard could trigger 3D product demos or mini-games. Users can explore product details, access exclusive coupons, or witness a dynamic brand story unfold right in front of them.

Retail Integration: When combined with e-commerce, AR ads can let customers virtually try on accessories or visualize furniture in their living rooms, speeding up the path to purchase.
Gamified Promotions: Branded AR mini-games encourage repeat engagement and social sharing, extending campaigns far beyond initial impressions.

4.2. Personalized Storytelling

AR experiences can adapt to individual preferences, locations, or even times of day, ensuring that each user’s encounter with the content feels unique.

Location-Specific AR: A user exploring a city may receive AR prompts related to a local film shoot, unlocking behind-the-scenes clips in real time.
Dynamic Narratives: AR can let users choose their path in an interactive story, revealing multiple endings or plot twists based on user interaction.

5. The Marketing Potential of AR in Media

Entertainment and media companies consistently explore AR’s capacity to boost brand visibility, deepen audience involvement, and strengthen customer loyalty. Let’s delve into some of the most promising marketing applications.

5.1. Branded AR Filters and Lenses

Snapchat and Instagram filters are prime examples of how AR can turn casual smartphone users into brand ambassadors. Companies sponsor themed filters that overlay brand logos, slogans, or special effects, gaining massive visibility when shared by fans. This user-generated marketing funnel tends to feel more organic, leading to higher engagement rates than traditional ads.

5.2. Product Placement 2.0

Traditional product placement in movies or shows usually goes unnoticed. With AR, however, product placement can be interactive. Viewers can pause a show on a connected device, “pull” a product into their real space, and examine it in 3D. This shift from passive cameo to active exploration offers brands a new dimension in consumer interaction.

5.3. Advanced Data Collection and Analytics

AR campaigns track metrics that go beyond simple view counts. They can gather data on how users interact with 3D objects, how long they spend exploring content, and what paths or features spark the most interest. These insights allow marketers to refine AR experiences, tailoring them more precisely to audience preferences.

6. Augmented Reality Murals and Billboards: Outdoor Advertising 2.0

While AR often conjures images of smartphone apps and virtual try-ons, it’s also revolutionizing outdoor advertising. Augmented reality murals and augmented reality billboards are changing how consumers perceive and engage with urban landscapes. By blending art, technology, and marketing messages, these installations invite passersby to interact, share, and become part of a brand’s story.

6.1. AR Murals: Interactive Street Art

AR murals take traditional street art to a new level by layering digital content onto physical artwork. A mural might depict a fantasy scene or iconic brand imagery that comes to life with animations, hidden characters or calls to action when viewed through a smartphone.

Community Engagement: Cities that embrace AR murals often see an uptick in tourism and local excitement. People flock to these unique landmarks to capture photos and videos and then share them on social media.
Brand Storytelling: Companies can sponsor murals that artistically depict their brand narrative. Upon scanning the mural with a dedicated app or social media filter, passersby might see an extended story, product details, or secret promotional codes.

6.2. AR Billboards: The Next Generation of Outdoor Ads

Billboards are a staple of outdoor advertising, but they can fade into the background in a world teeming with digital noise. AR-infused billboards offer an enticing solution:

Immersive Content: Pointing a phone at an AR-enabled billboard could reveal 3D figures popping out of the display, interactive games, or personalized messages.
Location-Based Marketing: Billboards in specific regions can serve custom AR experiences relevant to that locale. For instance, a concert promotional billboard could trigger real-time ticket purchasing or an exclusive event preview.
Viral Potential: Unique AR billboard experiences generate curiosity and excitement. Viewers are likelier to take photos or videos of these billboards and share them, providing free word-of-mouth advertising for the brand.

6.3. Synergy with Social Media

AR murals and billboards often tie into social platforms, where users share their discoveries. This organic ripple effect amplifies brand visibility far beyond physical foot traffic. Advertisers encourage user participation by incorporating hashtags, brand handles, or social media challenges, making the campaign a truly interactive and shareable experience.

7. Current Challenges and Limitations

Although AR is making significant strides in entertainment, media, and outdoor advertising, several obstacles must be addressed to ensure broader, long-term adoption.

7.1. Hardware and Accessibility

Despite continuous advancements, many users lack high-end smartphones or dedicated AR headsets. These devices' cost and form factor can hinder widespread adoption, and maintaining a seamless AR experience across varying hardware capabilities remains a challenge.

7.2. Connectivity and Data Demands

High-quality AR experiences often demand robust internet connections and low latency—something not universally available, especially outside major urban centers. As 5G networks roll out, these connectivity constraints should diminish, paving the way for richer AR applications.

7.3. Creating Quality Content

Designing compelling AR content that blends smoothly with the real world is time-intensive and expensive. Poorly executed AR with glitches or awkward graphics can deter users and damage brand reputations. Continuous investment in skilled developers, designers, and UX experts is crucial for success.

7.4. Privacy and Ethical Considerations

AR applications frequently track user data like location, movement, and facial features. This raises privacy concerns and regulatory scrutiny. Brands and developers must balance innovation with responsible data policies to maintain consumer trust.

8. The Future of AR in Entertainment, Media, and Outdoor Advertising

While challenges exist, the future of AR in entertainment, media, and outdoor advertising looks exceedingly bright. Several trends point toward more advanced, accessible, and socially integrated AR experiences.

8.1. Convergence with VR and MR into XR

As hardware evolves, the lines between augmented reality (AR), virtual reality (VR), and mixed reality (MR) will blur into “extended reality” (XR). This convergence will allow users to seamlessly switch between partially and fully immersive environments, unlocking new creative storytelling opportunities for filmmakers, game developers, and advertisers.

8.2. Multi-User and Collaborative AR

Games like Pokémon GO have already revealed the power of shared AR experiences. Future AR platforms may allow multiple users to see and interact with the same digital elements in real time, fostering interactive events, multiplayer gaming, and community-driven art installations.

8.3. Shoppable AR and Direct Purchases

As e-commerce becomes more integrated with entertainment, we’ll see more “shoppable” AR content. Users could view a cooking show with AR overlays displaying clickable cookware links or pause a music video to purchase the artist’s clothing line. This seamless blend of media and commerce stands to reshape product placement and brand sponsorship deals.

8.4. Dynamic, Personalized Out-of-Home Campaigns

Expect AR murals and billboards to become smarter and more personalized. With real-time data analytics, these outdoor installations might adapt their content based on audience demographics, local events, or even weather. For instance, on a hot day, an AR billboard for a soft drink could dynamically feature a cold beverage pouring out of the display to entice passersby.

8.5. AI-Powered AR Enhancements

Artificial Intelligence (AI) will supercharge AR’s ability to understand user behavior. AI-powered systems can learn user preferences, delivering hyper-personalized experiences that resonate more deeply. For content creators and marketers, this means more effective targeting, higher engagement, and potentially stronger user loyalty.

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9. Conclusion

Augmented Reality is redefining how we experience entertainment and media, blurring the lines between physical environments and digital content. From blockbuster AR mobile games and interactive concerts to second-screen TV apps and dynamic outdoor advertising—such as augmented reality murals and augmented reality billboards—AR’s impact on audience engagement is profound. By leveraging AR, media companies can offer immersive narratives, marketers can create unforgettable brand encounters, and users can step into interactive experiences that once belonged purely to science fiction.

Yet, AR’s future is not without hurdles. Developing seamless, high-quality AR content requires specialized skill sets, stable connectivity, and ethical data practices. Overcoming these challenges will demand collaborative efforts between technology providers, content creators, regulators, and end-users alike. As 5G networks expand, hardware evolves, and AI continues to advance, the promise of AR will only grow brighter.

For businesses and creatives, the question is no longer if AR will be a game-changer, but how they can best harness its potential. For consumers, it means an exciting era lies ahead—where stepping into a movie scene, chasing virtual creatures through city streets, or experiencing a brand’s story on an interactive mural is as simple as raising a smartphone. Ultimately, augmented reality is setting the stage for a transformative chapter in the history of entertainment and media, making the once impossible not just possible, but powerfully engaging.

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Top 10 Mural Trends Shaping Public Art in 2025

By Moody Mattan • April 3, 2025

In the evolving landscape of urban aesthetics, public murals continue to shift from simple decorative elements into powerful vehicles for storytelling, community engagement, and brand messaging. As we progress through 2025, the convergence of technology, sustainability, and social consciousness is transforming how we conceptualize, create, and engage with public art. Whether you are a muralist, a public art commissioner, an OOH advertising executive, or a marketing leader seeking innovative brand expression, grasping the current trends can help you maximize the impact of your next mural project. 1. Interactive and Immersive Augmented Reality Murals Perhaps the most exciting development in the mural space is the mainstream adoption of augmented reality (AR) integration. Static walls are now portals to dynamic digital experiences, creating multilayered storytelling opportunities that engage viewers on both physical and virtual planes. Augmented Reality (AR) murals are revolutionizing public engagement by allowing viewers to point their smartphones at a mural and witness its transformation—characters move, narratives unfold, and additional content emerges. This technology has evolved significantly in recent months, with advancements in spatial anchoring that ensure AR elements stay perfectly aligned with the physical artwork, regardless of viewing angle or distance. For brands and marketers, AR murals provide unprecedented metrics and engagement data, offering insights into how audiences interact with the artwork. Companies such as PepsiCo and Nike have leveraged this technology to create memorable campaigns that enhance the impact of their OOH investments while collecting valuable consumer interaction data. Key developments in this space include: Persistent AR experiences that multiple users can access simultaneously Geofenced content that changes based on time of day or special events Interactive elements that respond to viewer gestures or social media actions Integration with social platforms allowing for instant content sharing Payments built directly into AR experiences to easily one-click buy Viewing AR Murals through new AR glasses from Meta and Snapchat 2. Projection Mapping and Dynamic Murals While traditional painted murals remain predominant, projection mapping technology has developed to enable dynamic, changing murals that transform throughout the day or in response to various inputs. These "living walls" preserve the scale and public nature of murals while introducing temporal dimensions that static paintings cannot achieve. Recent advances in projection technology have made these installations more energy-efficient and visible even in daylight conditions. Sony and Epson have developed specialized projectors specifically for public art applications, enabling longer-term installations without excessive power consumption. Noteworthy applications include: Seasonal narrative shifts that evolve throughout the year Weather-responsive projections that change based on local conditions Traffic or noise-responsive installations that reflect urban rhythms Scheduled transformations that create appointment viewing experiences These dynamic murals are particularly effective for areas with high repeat traffic, as they provide new experiences for regular viewers.

Advances in OOH Advertising Technology: A Chronological Review

Advances in OOH Advertising Technology Since the Internet: A Chronological Review

By Moody Mattan • April 2, 2025

Introduction Out-of-Home (OOH) advertising – encompassing billboards, transit signs, and digital displays – has experienced a remarkable technological evolution since the internet's emergence in the early 1990s. As consumers became increasingly connected online, the traditionally static OOH medium began incorporating digital capabilities to maintain its relevance and effectiveness. This research report, directed at OOH advertising executives and Fortune 1000 marketing leaders, chronicles key advancements in OOH technology in the U.S. (with global comparisons) over the past few decades. It emphasizes high-level trends and widely adopted technologies, including digital billboards, programmatic digital OOH (DOOH) buying, geolocation and mobile integrations, data-driven targeting, augmented/virtual reality (AR/VR) enhancements, improved measurement and attribution, and the growing role of artificial intelligence (AI). The objective is to illustrate how OOH advertising has evolved from static posters into a dynamic, data-driven channel, while providing insight into the industry's future direction headed. 1990s: Laying the Groundwork in a Connected World In the 1990s, the rise of the Internet did not immediately change the predominantly analog nature of out-of-home (OOH) advertising, but it laid the groundwork for future innovation. During this era, OOH advertising in the U.S. was still dominated by static billboards, posters, and transit signage. The decade witnessed ongoing investment in traditional formats (such as vinyl billboards replacing paper for enhanced durability) and iconic illuminated signs (like the neon-lit billboards in Times Square). While OOH remained a physical medium , the emerging digital revolution suggested new possibilities. Initial digital signage experiments began to appear in high-traffic areas—for instance, electronic displays in locations like Times Square and Las Vegas—but these were custom installations rather than widespread advertising networks. The OOH industry acknowledged the Internet’s potential to facilitate remote content control and data sharing , even though the technology was not yet prepared for mainstream use. By the late 1990s, companies were investigating how new digital display technologies (like LED screens) and internet connectivity could eventually be applied to billboards. These early endeavors set the stage for the digital out-of-home revolution that would unfold 2000s. Early 2000s: The Advent of Digital Billboards The early 2000s marked a pivotal turning point as digital billboards made their entrance, fundamentally transforming out-of-home (OOH) advertising. Breakthroughs in LED display technology and reduced electronics costs reached a tipping point around 2000, suddenly making large-format digital screens economically viable for outdoor use. In 2001, Lamar Advertising installed the industry’s first large digital billboard, a low-resolution LED display in Baton Rouge, Louisiana; this groundbreaking pilot demonstrated the concept’s potential. Over the next few years (2001–2004), major OOH companies trialed digital displays in select markets, refining the technology and demonstrating a return on investment. By 2004–2005, costs had decreased and reliability improved to the point that digital billboards entered a phase of rapid growth , with manufacturers shipping dozens of units per week to meet demand demand. These LED billboards offer several advantages over traditional static signs. They are bright, eye-catching, and visible even in daylight, allowing multiple ads to rotate in the same location and multiplying revenue opportunities for operators. For advertisers, digital screens provide flexibility that was previously unheard of in traditional out-of-home (OOH) advertising—content can be updated remotely in real-time, eliminating the costs and delays associated with replacing printed vinyl. By the late 2000s, major U.S. cities and highways were dotted with digital billboards, enabling advertisers to experiment with creative digital content, such as animated visuals or countdown clocks, to better engage passersby. This trend was mirrored globally in other markets, from the bright digital facades of Tokyo and London to the digital screens in emerging markets, although the U.S. remained a leading adopter. Consequently, OOH ad spending began to shift toward digital formats. (As a reference point, global OOH advertising revenue was approximately $30 billion in 2017 and continued to grow, with over 25 million digital OOH units deployed worldwide by 2018.) Today, in the U.S., roughly one-third of all OOH ad spending is on digital formats, reflecting how quickly digital billboards have become a cornerstone of the industry. Late 2000s: Networking, Geolocation and Mobile Integration As digital screens proliferated in the late 2000s, the focus shifted to connecting OOH with the mobile revolution . The introduction of smartphones (after 2007) and widespread mobile internet access created new opportunities to link outdoor ads with consumers’ devices. OOH operators began equipping digital signage with network connections and software to enable more sophisticated content control, scheduling, and targeting. By leveraging live data feeds, billboards could start to display contextually relevant messaging – for example, showing weather-specific ads (such as a coffee ad on a cold morning) or real-time information like news and sports scores. This period also saw OOH campaigns encouraging viewers to engage via their phones. Simple integrations emerged: SMS short codes on billboards to request more information, or the appearance of QR codes and social media handles on OOH posters. Such tactics bridged physical ads with digital engagement, foreshadowing deeper mobile integration to come. A major development was the use of geolocation and geofencing to enhance the impact of out-of-home (OOH) advertising. By leveraging the GPS capabilities of smartphones and location data, advertisers discovered they could retarget individuals exposed to OOH ads with follow-up advertisements on their mobile devices. In practice, this involved setting up virtual perimeters—known as "geofences"—around OOH units: when a user’s phone entered that area, it could trigger a relevant mobile ad or later determine if that user visited a store. By the end of the decade, early adopters were combining OOH and mobile campaigns to increase engagement. For instance, an outdoor billboard could be synchronized with in-app ads, ensuring that audiences received a coordinated message on their phones after viewing the billboard. This convergence of OOH and mobile advertising significantly improved measurability and targeting in what was previously an untrackable medium. Industry research indicated that mobile click-through rates rose substantially (with some studies reporting increases of 15% or more) when supported by OOH ads, thanks to these retargeting methods. Location data from carriers, apps, and sensors became “the secret sauce,” providing insights into audience movement and enabling OOH to approach one-to-one marketing. By 2010, the OOH industry was actively welcoming mobile integration, paving the way for the data-driven era of the 2010s. 2010s: The Rise of Programmatic and Data-Driven DOOH The 2010s represented a transformative decade for OOH advertising, as digital technology, data, and automation converged to establish a genuinely smart medium. By the early 2010s, a substantial number of digital billboards and place-based digital screens (located in malls, transit hubs, airports, etc.) were operational. This laid the foundation for programmatic Digital Out-of-Home (pDOOH) – the implementation of automated, data-driven ad buying for OOH inventory – similar to the changes already seen in online advertising. Around 2012, the first programmatic OOH platforms and exchanges were launched, allowing advertisers to buy digital billboard space via demand-side platforms (DSPs) and real-time bidding algorithms. Companies like Broadsign (in Canada) and Vistar Media (in the U.S.) led the way in connecting digital signage networks to programmatic buying systems. This development enabled marketers to log into a platform, set targeting parameters (location, time, audience demographics, budget), and automatically have their ads displayed on digital billboards across various operators. By the mid-2010s, programmatic DOOH gained traction, with major OOH networks making their inventory available for real-time, impression-based advertising buying. Crucially, data became the lifeblood of OOH campaigns during the 2010s. Advertisers began utilizing a wealth of data sources to target OOH ads more precisely and contextually. Location data, aggregated from mobile devices, enabled brands to choose billboard locations based on the movements and demographics of the audience passing by. Advertisers could also schedule content according to factors like the time of day, the day of the week, or even weather and traffic conditions. For example, a fast-food chain could display coffee ads on digital screens during the morning rush and switch to dinner promotions by late afternoon, or a retailer could trigger ads for raincoats on a billboard when meteorological data indicates rain in that area. This data-driven flexibility introduced a level of targeting and timeliness to OOH that was previously unattainable. One industry report referred to this period as a “data-driven revolution,” highlighting that programmatic ad platforms enabled OOH campaigns to target audiences with precision based on location, time, and weather, just as easily as online ads Another significant advancement was in measurement and attribution . Historically, out-of-home (OOH) advertising was challenging to measure; advertisers relied on traffic counts or surveys to estimate impressions. During the 2010s, new tools emerged to quantify and link OOH audience exposure to outcomes. Mobile location data played a crucial role: if a user’s device was detected (anonymously) within view of a billboard and later appeared inside an advertiser’s store, that movement could be attributed to OOH influence. Specialized firms began offering OOH attribution services that tracked increases in store visitation or website visits among those exposed to an outdoor ad. Simultaneously, computer vision technologies made progress—some digital displays were equipped with sensors or cameras to count passersby or even estimate their demographics (gender, age range) by anonymously analyzing imagery. These camera-equipped “smart billboards” could then adjust content to suit the observed audience (e.g., displaying an eyewear ad if many viewers wore glasses) and provide detailed analytics on how many people looked at the screen. Thanks to these data and sensor innovations, by the end of the 2010s, OOH campaigns could deliver advertisers far more granular reports, including impressions, dwell time, and engagement metrics. As a result, OOH joined the omni-channel, ROI-driven digital ecosystem— a significant departure from the one-size-fits-all posters of the past. From a business perspective, these capabilities fueled considerable growth in the DOOH sector. Advertisers invested more budget into OOH, knowing they could target and measure it like their digital ads. Programmatic buying also reduced the barriers to entry, attracting a broader range of advertisers, including small brands, to purchase billboard space in flexible, short-term increments. By 2019, analysts projected programmatic OOH would evolve into a billion-dollar segment, and overall OOH spending was on a steady upswing. Notably, global data indicated that both traditional and digital OOH were expanding, but digital was growing at a faster pace; by the mid-2020s, DOOH accounted for roughly 40% of global OOH revenue. In the U.S., the digital OOH revenue share reached about 30% of total OOH spending by 2023 , recovering from a brief pandemic dip. The 2010s firmly established that the future of OOH would be digital, data-driven, and integrated with the same programmatic infrastructure as online advertising media.

BrandXR Research Report: How Beauty Brands Are Using AR Mirrors to Increase Sales

By Moody Mattan • April 1, 2025

Executive Summary Augmented Reality (AR) “smart mirrors” are emerging as transformative tools in beauty retail, allowing customers to virtually try on makeup in-store with lifelike realism. Leading beauty retailers and brands—including Sephora, L’Oréal, and Estée Lauder—have launched and expanded AR mirrors to enhance the in-store experience, resulting in significant increases in sales conversion, basket size, and customer engagement. In-store AR mirrors address key issues, such as hygiene concerns, limited trial time, and choice overload, by enabling touchless, rapid try-ons of multiple products. The results are notable: Sephora’s AR mirror trials led to an estimated 31% increase in sales , and AR try-on users demonstrate conversion rates up to 90% higher than those who do not engage. Estée Lauder reports that AR experiences yield 2.5 times higher conversion for lipstick purchases, and Clinique’s AI-driven AR mirror increased basket size by 30% while extending dwell time five-fold . Major U.S. beauty chains are adopting AR mirrors as a strategic tool to drive in-store sales and customer loyalty , with international retailers (e.g., Watsons in Asia) experiencing double-digit sales growth after implementing AR mirror experiences. This executive case study examines the business case for in-store AR mirrors, the technology and ecosystem (key providers and partners), and detailed case studies of Sephora, L’Oréal, and Estée Lauder implementations. It also presents key ROI metrics and practical considerations for retail leaders looking to adopt AR mirrors. The evidence indicates AR mirrors are evolving from novelty to an essential part of an omnichannel beauty strategy , merging the convenience of digital try-ons with the tangible services of physical retail to enhance both customer satisfaction and profitability. The Business Case for AR Mirrors For beauty retailers, the in-store AR mirror offers an innovative solution to a longstanding challenge: how to enable customers to confidently try and buy cosmetics with minimal friction. Traditional in-store sampling has limitations — applying and removing multiple products is time-consuming and raises hygiene concerns. AR mirrors address this issue by allowing shoppers to “try on” numerous shades virtually in seconds , without ever touching their face. This establishes a safe and sanitary try-on process , a priority heightened by the pandemic. When testers were removed from many stores in 2020, AR mirrors and virtual try-on tools became essential alternatives, significantly accelerating the adoption of the technology. From a business perspective, AR mirrors drive sales by enhancing customer confidence and encouraging exploration. By visibly “wearing” a new lip color or eyeshadow through AR, customers can discover products they might not have previously considered — effectively expanding their basket . Sephora found that AR experiences foster impulse purchases: its virtual mirror convinced shoppers to buy items they hadn’t initially planned on. The interactive and enjoyable nature of AR also keeps shoppers in the store longer, which generally correlates with higher spending. Industry reports indicate that immersive technology like AR can significantly increase dwell time in retail. In one instance, a beauty AR experience resulted in an average in-store dwell time of over 4 minutes , far exceeding typical engagements. Longer engagement provides more opportunities for associates to upsell and for customers to add items to their cart baskets. Critically, AR mirrors address the “try-before-you-buy” expectation of modern consumers. Over 50% of consumers desire augmented shopping experiences to assist in product selection. By meeting this demand, retailers boost sales in the short term and cultivate brand loyalty. Shoppers view the brand as innovative and customer-centric. The novelty factor of AR mirrors — essentially a magic mirror that instantly showcases new looks — also creates buzz and foot traffic. Executives observe that these tech-driven experiences result in memorable store visits that attract shoppers, despite the convenience of online options. From a financial ROI perspective, multiple data points highlight the business case. Shopify reported that products featuring AR content experienced a 94% higher conversion rate than those without. Perfect Corp (a leading AR provider) commissioned a study revealing that AR try-on use made shoppers 1.6× more likely to purchase and to spend 2.7× more on cosmetics . In other words, AR-driven trials lead to higher conversion rates and increased average order values. These gains can directly enhance same-store sales. Beauty giant L’Oréal estimates that augmented reality and AI initiatives contributed to its e-commerce and in-store sales growth (52% e-commerce growth in 2019) by facilitating more personalized, confident purchases at scale. In summary, AR mirrors align with core retail KPIs: increasing conversion, basket size, dwell time, and customer satisfaction, all of which ultimately drive revenue and profitability. Technology Overview AR mirrors combine augmented reality software, cameras, and display screens in a fixture resembling a vanity mirror or digital kiosk. At the core is real-time facial tracking and rendering technology: a camera captures the customer’s face, and AR software overlays ultra-realistic 3D images of makeup (lipstick, eyeshadow, foundation, etc.) onto the live video feed. Unlike simple 2D photo filters, advanced AR mirrors utilize 3D facial geometry and AI to simulate how products appear from different angles and under various lighting. For example, ModiFace, a pioneer in beauty AR, calibrates its rendering by analyzing how makeup looks on models of different skin tones and lighting conditions, yielding a highly lifelike result. The goal is a virtual application that is nearly indistinguishable from real makeup application. Early augmented reality (AR) mirrors were essentially large screens or tablets that ran AR try-on software. Sephora’s first installations between 2014 and 2016 featured 3D AR mirrors co-developed with ModiFace, which included a camera and screen housed in a vanity-like frame. Today’s implementations vary from full-length smart mirrors to iPad-based kiosks found at beauty counters. For example, the AR mirror launched by MAC Cosmetics in 2017 is a freestanding screen that maps the user’s face 30 times per second, realistically overlaying 30 different eye makeup looks. Other setups, such as Charlotte Tilbury’s “Magic Mirror,” utilize a mirror-shaped display with built-in lighting, evoking the ambiance of a glamorous vanity Crucially, the tech has evolved to require no learning curve from shoppers: no app download or menu navigation is needed . Users simply stand in front of the mirror and see themselves with virtual makeup; the interface often lets them change shades with a simple gesture or tap, or even automatically recommends a look. Keeping the experience seamless is key to encouraging engagement, as noted by AR developers who avoid complex UIs to make mirrors universally inviting . Behind the scenes, AR providers and tech partners create an ecosystem that enables these mirror experiences. In the beauty industry, several specialists stand out (see Table 1). ModiFace , acquired by L’Oréal in 2018, supplies AR and AI technology for makeup try-ons across many of L’Oréal’s 36 brands and has previously collaborated with Sephora and others. Perfect Corp. , the maker of the YouCam Makeup app, offers a turnkey AR mirror solution used by retailers such as Ulta and Watsons; it features patented AgileFace® tracking for high accuracy. Agencies like Holition develop custom AR mirror experiences for luxury brands (e.g., Charlotte Tilbury) with tailored hardware and content. Newer startups (e.g., BrandXR ) concentrate on pop-up AR installations for brands (as seen with Valentino Beauty and Makeup by Mario mirrors). These providers offer features ranging from virtual product try-ons to shade finders and integrated purchase functions (scanning a QR code from the mirror to add the product to the cart). Table 1 compares some leading AR mirror solutions and their notable brand deployments: Table 1. Leading In-Store AR Mirror Solution Providers and Deployments

Designing AR Billboards for Maximum User Engagement

By Moody Mattan • March 28, 2025

Traditional billboards are evolving beyond static displays into interactive augmented reality (AR) experiences that captivate and engage audiences in unprecedented ways. For marketing executives and outdoor advertising leaders seeking to push the boundaries of out-of-home (OOH) advertising, AR billboards represent the next frontier in consumer engagement. This article explores how to design effective AR billboard campaigns that drive measurable results and create lasting brand impressions. The Evolution of Billboard Advertising: From Static to Interactive Billboard advertising has undergone a remarkable transformation from its humble beginnings as painted signs to today's technologically advanced AR experiences. The trajectory has moved from: Traditional static billboards Digital billboards with rotating content Interactive digital displays Full AR-integrated experiences According to recent industry data, AR-enhanced OOH advertising generates 3.5x higher engagement rates than traditional billboards. For Fortune 1000 companies, this represents a significant opportunity to stand out in crowded marketing environments. Why AR Billboards Are Revolutionizing OOH Advertising AR billboards transcend the limitations of conventional OOH advertising by transforming passive viewing into active participation. This fundamental shift offers several key advantages: Deeper Engagement Metrics Unlike traditional billboards that can only be measured by estimated impressions, AR experiences provide detailed analytics on user interaction. Marketing executives can now track: Activation rates Time spent engaging with AR content Conversion paths from physical to digital touchpoints Social sharing metrics Post-engagement behavior Extended Brand Interactions The average viewer spends 6-8 seconds looking at a traditional billboard. In contrast, AR billboard experiences average 45-75 seconds of active engagement, creating a 7-10x increase in brand exposure time. Personalized Experiences AR allows for dynamic content customization based on: Time of day Weather conditions User demographics Previous interactions Proximity to retail locations Critical Components of Successful AR Billboard Campaigns 1. Seamless Activation The friction between noticing a billboard and engaging with its AR component represents your campaign's most vulnerable point. Industry benchmarks show that each additional step in the activation process reduces participation by approximately 20%. Best Practice: Implement QR codes prominently with clear, concise instructions. Consider NFC or beacon technology for even more frictionless activation for high-traffic urban locations. 2. Compelling Visual Triggers The visual elements that initiate AR experiences must be instantly recognizable while maintaining curiosity value. Case Study: Monster Energy drink deployed AR billboards featuring minimalist design and an animated "scan to reveal" element. These billboards achieved a 37% activation rate, significantly outperforming the industry average of 12-15%. 3. Value-Driven Experiences Successful AR billboard campaigns deliver clear value to participants through: Entertainment (gamification, visual spectacle) Utility (information, wayfinding) Exclusive offerings (time-limited promotions) Social currency (shareable content) Best Practice: Align the AR experience with your brand's positioning while prioritizing user benefit over overt promotion. Research indicates that AR experiences perceived as useful have a 2.8x higher completion rate than those perceived as purely promotional.

Creating Viral Moments with AR Murals: Social Media Strategy Guide

By Moody Mattan • March 27, 2025

In today's hyper-competitive digital landscape, marketing leaders are constantly searching for innovative ways to break through the noise and create genuine connections with their audience. Augmented Reality (AR) murals represent one of the most exciting frontiers in experiential marketing, offering a perfect blend of physical artistry and cutting-edge digital engagement. This comprehensive guide explores how Fortune 1000 companies can leverage AR murals to create viral moments that amplify brand presence across social media platforms. The Convergence of Physical Art and Digital Innovation Augmented Reality has transcended its early novelty status to become a powerful marketing tool that bridges the gap between physical and digital experiences. AR murals transform traditional public art into interactive digital gateways that can surprise, delight, and engage audiences in previously unimaginable ways. These installations represent more than just eye-catching artwork—they serve as content-creation machines that turn passive observers into active participants and brand advocates. By integrating AR technology with public art, brands can create immersive experiences that resonate emotionally and technologically. Why AR Murals Are Marketing Gold for Enterprise Brands 1. Creating Unforgettable Brand Experiences In an era where consumer attention is the most valuable currency, AR murals deliver what traditional advertising cannot: genuine surprise and delight. These immersive, interactive installations combine artistic expression with technological innovation to create truly impactful experiences. When consumers encounter an AR mural, they're not just seeing another advertisement—they're participating in an experience worthy of sharing. This emotional connection forms the foundation for viral social media moments, as users naturally want to share unique experiences with their networks. 2. Transforming Audiences into Content Creators The most powerful aspect of AR murals is their ability to transform your audience into a content creation engine for your brand. Each person who interacts with your AR mural becomes a potential content creator, capturing and sharing their experience across multiple platforms. This user-generated content carries exceptional value: It's perceived as more authentic than brand-created content It reaches networks that might be otherwise inaccessible to your brand It generates organic impressions without additional media spend It creates social proof that can influence purchasing decisions AR murals effectively turn your audience into an extension of your marketing team by enabling fans and followers to market for you through shareable, engaging branded content. 3. Optimizing for Data Collection and Engagement Metrics Modern marketing leaders understand that data drives decisions. AR murals deliver creative impact and concrete performance metrics that can inform broader marketing strategies. Through associated AR applications, brands can collect valuable data on: User demographics and engagement patterns Geographic distribution of interactions Time spent engaging with the experience Social sharing patterns and reach Conversion actions taken after engagement This rich data ecosystem allows marketing teams to understand the Who, What, Where, When, and how of audience engagement. We know marketers like numbers and graphs, so we've got you covered! 4. Enhanced Brand Visibility Through Strategic Integration AR murals offer multiple touchpoints for brand integration. From the physical mural itself to the digital experience it unlocks, each element can be strategically designed to showcase sponsor logos, messaging, and media. This layered approach to brand visibility creates multiple impressions within a single experience: The physical mural attracts attention in high-traffic areas The AR experience delivers immersive brand messaging The shareable content spreads brand awareness across social networks The associated digital assets improve search visibility 5. Unmatched Scalability: Design Once, Deploy Infinitely One of the most compelling advantages of AR murals for enterprise marketing leaders is their scalability. BrandXR can scale the campaign to all formats at no additional costs. The image tracking technology that powers AR experiences allows cameras to detect, track, and augment images in the real world. This means a single AR experience can work across multiple physical formats, including: Large-scale murals Billboard advertisements Promotional merchandise like t-shirts Marketing collateral such as stickers Brand-relevant products like skateboards This "design once, deploy infinitely" approach delivers exceptional ROI by eliminating the need for multiple creative executions across different formats.