Barriers to Increasing Augmented Reality Marketing Spending at Their Company According to US Senior Marketing Executives, Jan 2018 (% of respondents)
US senior marketing executives were asked the top 3 challenges to increasing AR marketing spending at their company. This chart shows a breakdown of their responses grouped into 3 categories - market maturity, impact (ROI) and measurement, and capabilities and capacity.
Data is from the April 2018 Boston Consulting Group (BCG) report titled "Augmented Reality: Is the Camera the Next Big Thing in Advertising?"commissioned by Snap. Over 55 CMOs and senior marketing executives from the top 200 US advertisers were surveyed in January 2018.