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12/06/2021

Lightbox Adds AR to DOOH Brand Offerings

Jacqueline Barba
Digital Editor
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Lightbox, a digital out-of-home (DOOH) video network, has launched an augmented reality product that uses screens as an immersive AR platform. "Lightbox Unlimited AR" is the company’s latest innovation that allows advertisers to deepen their connection to Lightbox's audience of more than 80 million consumers.

Lightbox's AR launch adds to its "Lightbox Unlimited" portfolio, spanning offerings designed to transform urban commercial window fronts into DOOH media screens. See the AR experience come to life at lightbox.arweb.app. Lightbox Unlimited, powered by FrontRunner Technologies, first launched in December 2020.

The AR experiences will be created and executed by the company's full service creative lab, Lightbox Studios, in partnership with London-based Zappar, an AR platform and creative consultancy that helps businesses with end-to-end AR strategy and execution.

With QR codes already being incorporated into ads that run on the network, Lightbox is taking the next step to advance advertising experiences. The product brings brand messaging in physical environments to life on digital devices as a way to expand storytelling, enhance discovery and drive overall engagement – all from a simple scan.

"Consumers have accepted QR codes as the default frictionless digital interface with the physical world," Greg Glenday, CEO of Lightbox, said in a recent media release. "The challenge now will be to make sure that they have a magical experience every time they scan. Video out-of-home has the fewest creative constraints of any video medium, so shame on us if we simply take an engaged consumer to a website or a sign-up form.”

Lightbox offers national scale with hyper-local execution via about 5,000 audio-available screens in shopping destinations, city streets and WeWork locations across North America.

Caspar Thykier, CEO of Zappar said, "The Zappar team has spent the past 10+ years applying AR to more so-called traditional platforms. Now we're entering a stage of transformation where AR can be applied to physical environments at scale creating a totally new media inventory with engaging, snackable 'grab-and-go' experiences for brands and customers built for the mobile occasion.”

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