AR firm Arcona’s ‘Digital Land’ creates new advertising avenues

In an article on augmented reality published on the online portal The Merkle, augmented reality (AR) solutions firm Arcona, which has developed a layer of AR called Digital Land, maintains that the ‘Digital Land’ can be bought, sold, rented or donated – and the possibilities for its use are endless.

Arcona also asserts that traditional platforms for advertising are oversaturated and losing their impact. The amount of billboards in the physical world is finite, launching a campaign is expensive, and these ads are often competing for attention with smartphones and tablets. The company says ‘Digital Land’ generates new space for advertising.

Interactive banners could become a mainstay in the world’s busiest locations, with brands getting the chance to promote their products in areas with a footfall of millions.

Arcona has partnered with Advir, a programmatic monetisation platform that specialises in AR and virtual reality (VR.) As part of the deal, Advir would allow owners of Digital Land to indicate which areas can be used for advertising – enabling the process to become automated. Members of the public who see these ads would even be able to make purchases there and then.