As Adweek stated coming out of Cannes last month, the conversation has turned to the next evolution of ad formats. We know that consumer attention has shifted to OTT, smartphones and tablets. This rapid sea change means that the ad experiences now must change to meet higher consumer expectations.

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It’s more important than simply delivering shorter video or pouring more money into one type of unit. It’s how consumers will truly discover, interact and transact with brands. Over the long-term, only innovation will enable advertisers to meet evolving customer expectations and demand. At Cannes, ad format innovation—specifically extended reality (XR)—was a critical topic of discussion. But what will this look like?

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Augmented reality is now very real!

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Augmented reality is growing at a rapid pace. According to projections from ARtillry, AR revenue will reach a staggering$14 billion in 2021, up from $975 million in 2016. This boom, which can be attributed to its high interactivity and demand, presents an opportunity for marketers. What’s more, the software has become increasingly accessible for advertisers, allowing creative, meaningful experiences with a lower barrier to entry.