On today's episode, we discuss how advertisers are adjusting as the pandemic eases in the US, whether Facebook Live Shopping can get off the ground, online shopping's deceleration, if faster delivery can really help retailers compete with Amazon, what to make of Snapchat's fourth-generation augmented reality glasses, and how much time we really have to enjoy life. Tune in to the discussion with eMarketer senior analyst Sara M. Watson, analyst Daniel Keyes, and analyst at Insider Intelligence Blake Droesch.

The iPhone 12 Pro became the first phone to have a back-facing Light Detection and Ranging (Lidar) camera, which enables more sophisticated augmented reality (AR). (Top-end Android phones use a similar Time-of-Flight, or ToF sensor.) Lidar can near-instantaneously detect depth and size, allowing for rapid and very detailed mixed reality functions for apps, such as furniture placement or full-body Snapchat Lenses. This should supercharge mobile AR spending and make such ads more feasible.

Enhanced video content, higher-performing video and multimedia advertising, and more functional extended reality (XR)—an umbrella term for augmented reality (AR), virtual reality (VR), and mixed reality—will be among the first and most noticeable improvements.

The move to integrate ads into VR experiences could help Oculus loosen its dependence on Facebook’s more profitable ventures. The company’s recent VR acquisitions could allow it to create VR content with targeted ads seamlessly built in.

This should supercharge mobile AR spending and make such ads more feasible. Before the iPhone 12 was released, AR advertising grew from about half a billion dollars in global revenues in 2019 to $1.41 billion this year, according to information from AR research firm ARtillery Intelligence.

AR and VR Applications. Augmented reality and virtual reality have tremendous potential in the retail setting—and they’re the retail technologies that stand to benefit the most from 5G network services. AR and VR hold the potential for enhancing customer experience and generating store traffic that helps boost revenues.

Startups are helping pilot and validate key use cases across industries, such as logistics automation, remote patient monitoring, and augmented reality (AR) for field operations. What are the top startups to watch in 5G?

Key Points. 5G networks make cloud computing feasible for more use cases. 5G’s reliability, low latency, and high throughput speeds make cloud computing practical for many more applications, including AI, security, and augmented reality (AR).

The Value of AR and VR in Medical Training. One way to compress the learning curve and provide more effective training is by leveraging immersive technology.

Marketer Takeaway: Snapchat has long been at the forefront of social media AR, and expanding its AR technology will help attract and retain advertisers. According to Snapchat, 180 million users worldwide engage with AR daily—and up to 30 times per day. Several major brands experimented with AR lenses in Q4: The New York Times, Verizon, Ralph Lauren, and Tim Hortons, to name a few. Twitter.

“Because of the way the platform operates, any advertiser can have scale with an audience that’s relevant to their brand.”. AR lenses are another creative element that can help brands stand out and generate sales—albeit in limited circumstances.

Snapchat, an early entrant in the smart glasses space with Spectacles, has a long history of fostering and promoting AR. It was fairly quiet on the wearable side of AR in 2020 (Spectacles do still exist but aren’t heavily marketed), but we think it will make more noise about AR glasses this year.

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and forecasting analyst Peter Vahle at Insider Intelligence discuss Joe Rogan moving exclusively to Spotify, sports trickling back, Twitter letting users limit who replies to them, TikTok AR ads, a grandmother who violated GDPR, an entire indoor town and more.

eMarketer principal analyst Mark Dolliver and vice president of content studio Paul Verna talk about a new subscription ad-avoiding service, data privacy in 2020, TV show companion podcasts, Pinterest's new AR tool, giving up on newspapers, Atari-branded hotels and more.

Augmented reality (AR) is becoming more widely available on social platforms. It’s mainly been a tool for entertainment and brand awareness, but the pandemic is pushing marketers to explore new use cases.

Audio: The Weekly Listen: Ads' cautious optimism, Facebook shopping, and Snapchat AR glasses No. 4. Article: A prediction we got right: Walmart+ goes toe-to-toe with Amazon pharmacy. Article: Target and Walmart plan competing June sales events during Amazon’s Prime Day.