A Research On Innovation And Diffusion Of Augmented Reality Advertisement

Augmented Reality (AR) advertising is a new form of an advertising which depends on the augmented reality technology. Through it, a virtual computer-generated scene can be superimposed on the real scene, to give consumer-depth experience. AR technology with many advantages such as, well-interactive, real-feelings, very practical and convenient, so it can be widely used in mobile phones, computers, LCD screen. Applying this, advertisers can not only move up a grade of marketing, and have gained insight interaction with consumers and the brand, or products. Currently, the augmented reality technology has been widely used in many areas; however, it is still a "blue ocean" in advertising. As a new thing, augmented reality advertising is causing a unique cultural phenomenon; its presence has an impact on the lives of dissemination to the public. Whether this new form of advertising could be adopted by consumers, how many surprises the AR advertising could be given, all these outcome are worth waiting.This paper will combine the method of quantitative and qualitative research. It has studied systematically to enhance the innovative features of the reality of advertising, the adoption of the situation, the diffusion process, problems and future prospects. First, this paper analyzes the innovative features enhance the reality of advertising, pointing out that it is new forms advertisement that traditionally dependent on advertising media, virtual business information and real life blend; it can blend the consumer immersion experience, extend the role of advertising time and improve the value of advertising; making advertising fully integrated into the everyday lives of consumers anywhere. Secondly, the paper investigated the category that enhance the reality of advertising to adopt the status quo of mobile phones, Internet, outdoor and other carriers that widely used augmented reality advertising, but the problem is very serious impediment to the enhanced reality of the proliferation of advertising. Again, based on the reality of different types of advertising to enhance to adopt the status quo, the paper summed up the innovation diffusion wave model, pointed out that the early adoption of the conversion of augmented reality advertising, accelerated the diffusion process of augmented reality advertising. Finally, the paper have a reflection and prospect of the problems and prospects of enhanced diffusion of the real ad and raised that augmented reality ads might infringe the privacy of consumers, and exacerbate the information asymmetry between the two sides pass by, but with the lowering the threshold of enhanced reality advertising technology, the enforcement of the second spread of the early adopters will take a better diffusion if improving reality ads.