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Niantic Debuts Rewarded Augmented Reality Ads At Cannes Lions Festival

Erin Schaefer, VP of sales says, ‘AR offers an exciting new way to engage people powered by fresh innovation in spatial computing’

Mobile game developer Niantic, the official AR partner of The Cannes Lions International Festival of Creativity launched its latest advertising format called Rewarded AR ads.

As mainstream adoption of AR continues, brands and consumers are showcasing a rising demand for immersive experiences, including the emerging field of AR advertising. It is projected that by 2024, worldwide mobile AR users will reach 1.7 billion.

Erin Schaefer, VP of sales and global operations at Niantic said, “AR offers an exciting new way to engage people powered by fresh innovation in spatial computing. Niantic’s platform features mobile augmented reality advertising formats that blend seamlessly with the real world. Audiences can engage with Rewarded AR ads to have immersive and enjoyable brand experiences, discover new products, or engage with interactive features.”

Unlocking AR potential

Niantic’s Rewarded AR ads use a smartphone camera to immerse players within branded content in the real world around them. The AR ads are powered by the company’s AR development platform called 8th Wall. These Rewarded AR ads will be featured in some of Niantic’s popular games like Pokémon GO and unlock rewards within the game by moving around in the real world.

Margaret Barron, Vice President of Global Marketing for Circle K said, “We are always looking for meaningful new ways to engage with our customers and give them compelling new reasons to make Circle K a part of their day, and our collaboration with Niantic on Pokémon GO has opened up some exciting possibilities.

“Rewarded AR integrates Circle K into this wildly popular gaming environment with timely and relevant offers that enhance brand awareness and loyalty, and we’ve been very pleased with the results so far.”

The main objectives of Rewarded AR ads are to enhance brand impact by leveraging immersive product storytelling, aid in the purchasing decision process through AR visualisations, and promote conversion and sales by attracting customers to physical stores through increased foot traffic.

Niantic showcased its Rewarded AR ads at the Cannes Lions International Festival of Creativity and you can find more information from the official website.

Written By

Isa Muhammad is a writer and video game journalist covering many aspects of entertainment media including the film industry. He's steadily writing his way to the sharp end of journalism and enjoys staying informed. If he's not reading, playing video games or catching up on his favourite TV series, then he's probably writing about them.

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