Gorilla in the room is proud to announce that we have won IAB Europe’s Research Innovation award for the second year in a row. This is for our work with both Yahoo and On Device Research to measure the true impact of AR.
In our work we measured the impact of Augmented Reality when compared to other digital media. The results of this study showed the effectiveness of AR in driving brand metrics at different points in the funnel. As well as this, results showed AR’s importance in the media mix to validate it as an advertising medium, and how behavioural data can predict attitude change. Our XR data analytics engine predicted better outcomes and delivered richer insights on physiological behaviour to measure navigation, attention and how immersed people were.
Proving the value of XR and the Metaverse in the marketing mix is essential to growing the industry, as we want to spread the news of just how much power XR has to influence media and advertising. So, it’s one small step for Gorilla in the room and one giant leap for the wider XR industry!
View the full case study here.
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