Listen In: How Marketers Are Tapping VR and AR - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Listen In: How Marketers Are Tapping VR and AR

July 18, 2016

In the latest episode of “Behind the Numbers,” we dig into augmented reality (AR), virtual reality (VR) and the implications of each for marketers.

Hosts Bryan Yeager and Marcus Johnson also discuss the “Brexit” vote, its potential effects on the digital economy in the UK and how eMarketer’s estimates may be affected.

Our first guest is Caspar Thykier, CEO and co-founder of Zappar, a provider of AR experiences, who notes that AR has been around for a long time in one form or another, but it has always been “a solution desperately searching for a problem to solve.”

What’s changed that, he argues, is smartphones. “Suddenly you have this new canvas ... that could bring it to life.”

Our conversation about AR begins at 5:36 of the podcast.

US Internet Users Who Would Access Virtual Reality Content, by Channel, April 2016 (% of respondents)

In part two of the podcast, we are joined by Kudzai Manungo, digital product manager at British travel company Thomas Cook, to talk about his experiments with VR.

Thomas Cook began experimenting with VR more than two years ago, looking to create immersive experiences that would give travel shoppers a greater sense of the destinations they were considering.

The spur for Thomas Cook was Facebook’s purchase of Oculus Rift, which seemed like a sign of coming consumer acceptance, and an opportunity to engage with consumers in a new way.

“We created the experience to get consumers to get excited,” said Manungo. But they discovered additional benefits: upsells. Customers who “experienced” a flight or a hotel room in VR opted to upgrade, having “seen” their vacation experience beforehand.

The conversation about VR begins at 22:45.

Want to make sure you never miss an episode? Subscribe to “Behind the Numbers” on iTunes.

Go beyond the articles

eMarketer PRO customers get quick and easy access to the exact data and analysis they need to make critical business decisions:


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.