Augmented reality (AR) is becoming more accessible to marketers in Latin America, and if more of them chose to leverage the technology, it has the potential to change the region’s advertising industry as we know it. During this year's AdWeek Latin America conference in Mexico City, eMarketer’s Matteo Ceurvels spoke with Alejandra Torres and Richard Merren, co-founders of Honduras-based technology startup Aurem, about the benefits of AR, what's holding back marketers from implementing it and how it'll impact marketers' way of thinking. Torres and Merren were interviewed as part of eMarketer’s June report, "Latin America Ad Spending 2018: FIFA World Cup's Effect; Digital Trends for Argentina, Brazil, Chile, Colombia, Mexico and Peru.”
What’s your take on augmented reality within Latin America’s current digital ecosystem?
Augmented reality is a disruptive technology that's just starting to take off. It's one of the most powerful tools that can help close the gap between traditional marketing and digital marketing, since you don't need a device like a virtual reality headset. You simply use your smartphone and that’s that. It also helps that our region is full of smartphone users.
What are some of the advantages of augmented reality?