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8th Wall VP of Product and AR industry pioneer, Tom Emrich, appointed to the board

8th Wall Joins IAB’s Augmented Reality Board of Directors

San Francisco, NFAPost: 8th Wall, the leader in web-based augmented reality (WebAR), announced that it has joined the newly formed IAB Augmented Reality Board of Directors, with Tom Emrich, VP of Product, appointed to the board.

As a board member, 8th Wall will help the IAB on its mission to unlock the value of augmented reality for brands by focusing on buyer education, creative best practices, and AR ad measurement standards.

8th Wall CEO and Founder Erik Murphy-Chutorian said 8th Wall is extremely honored to be invited to join the IAB Augmented Reality Board of Directors.

New brands

“Web-based augmented reality has opened up new opportunities for agencies and brands eager to use AR without the friction of downloading an app,” said Erik Murphy-Chutorian.

Erik Murphy-Chutorian said 8th Wall has seen firsthand how WebAR is helping marketers and brands engage consumers wherever they are and achieve demonstrable results.

“By joining the AR Board, we are excited that WebAR will be well represented in the discussions and initiatives and to add value by bringing our years of experience to the table,” said Erik Murphy-Chutorian.

8th Wall is the leading web-based augmented reality development platform. Its platform empowers developers, agencies and brands to create World Effects, Image Target and Face Effects augmented reality experiences that work in the browser, requiring no app to download.

Business value

Since its first full year in 2019, the 8th Wall platform has powered over 750 commercial experiences for top-tier brands across industry verticals including sports and entertainment, CPG, retail, fashion and beauty, automotive and more.

Web AR activations powered by 8th Wall have demonstrated real business value, whether this is earning awards, making headlines, engaging millions of users or achieving significant dwell time of over 5 minutes in some experiences.

8th Wall Vice President of Product Tom Emrich said advertising has always been one of the first to adopt new technologies and introduce it to consumers and the company is seeing this repeat with augmented reality.

Developers and creators

“AR has never been more ready for marketers and brands to use as part of their marketing mix. Smartphones are now powerful AR devices, platforms are equipping developers and creators with tools to create extraordinary experiences that result in real ROI and, most importantly, the consumer is ready to engage with brands in brand new ways,” said Tom Emrich.

Tom Emrich also said he looks forward to joining his fellow colleagues in the AR industry to help brands and advertisers get started with AR and shape best practices and standards aimed at accelerating the use of AR in the advertising industry.

The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy.

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