Google integrates The New York Times in its new AR lens

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 13, 2020, 9:59 AM UTC

The new tool would enable the readers of NY Times’ physical publication to access videos, animations and in-depth digital content.

Google’s latest initiative in partnership with The New York Times would enable users to scan the elements in the physical NYT publications for further information and context. The new AR lens highlights the potential of AR to provide enhanced visual and immersive experiences through the existing media.

Marketers can leverage the potential of AR to capitalise on the existing media sources and connect with consumers in new ways. Google also said it is improving its 3D object recognition processes within the AR to make digital overlays more realistic.

The article states that Apple is also testing a new app dedicated to AR, and potentially its AR glasses. Marketers should work out new strategies and consider future opportunities for brand and marketing in AR.

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