VR · AR 광고 시장의 현황과 전망 = The current state and outlook of the VR, AR advertising market

다국어 초록 (Multilingual Abstract)

VR(Virtual Reality) and AR(Augmented Reality), representative technologies of immersive media, are popularized
as day-to-day technologies that virtually anyone can experience without much difficulty. The active investment
and development in the device development and platform of both VR and AR from Tech Giants such as
Google, Facebook, Apple, Amazon, and Microsoft have shown confidence in the future of immersive media.
Marketers have actively accepted the immersive media to engage companies with customers more personally
and immensely than before. Obstacles such as expensive content production fees and the need of prevalence
of HMD surely exist. A more practical discussion is required for immersive media based on VR and AR to settle
firmly on the advertising platform. Given this background, this research searches out the current state and
outlook of the advertising platform market in VR and AR in hopes of providing a foundation to invigorate VR
and AR in the advertising field.