By Shawn Lim

The use of emerging technologies like augmented and virtual reality in advertising campaigns has been on the rise in Asia Pacific the past year, with many brands hoping that their products will become the latest craze, according to creative directors that The Drum spoke to at Spikes Asia 2017.

Ever since Pokemon Go took the world by storm in 2016, brands have been hoping to emulate the success of the AR game by insisting that their creative agencies use AR in their campaigns without fully understanding how the technology will help their business.

It is especially difficult when brands do not follow Read full story ›

Source: The Drum