What makes AR so attractive for brands is that people can access the advanced content through devices they already own. And consumers are hungry for engaging, well-executed XR [AR and VR] ad experiences that provide utility, enhance reality and create meaningful connections with brands.

Pokémon Go is what did it. You had not just enthusiasts or hobbyists, but everyday people using the game in an interesting way. People didn’t care so much that it was AR. The technology took a backseat. That’s how you know something is ready for prime time—the experience is leading it.

The users are telling us that they're ready to do something more with the devices in their hands. They are strapping them to their faces, holding them up and walking around parks to find Pikachus.