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XR as a Strategic Value Proposition: How Advertising Agencies Use Emerging Technologies in Their Self-Communication and Agency Positioning

Author

Listed:
  • A. Lambrecht

    (University of Twente, Faculty of Engineering Technology/Department of Design, Production and Management
    Berlin School of Economics and Law, Faculty FB 1 Business Economics/Department Marketing)

  • C. Baumgarth

    (Berlin School of Economics and Law, Faculty FB 1 Business Economics/Department Marketing
    University of Economics Ho Chi Minh City (UEH), School of Media Design)

  • J. Henseler

    (University of Twente, Faculty of Engineering Technology/Department of Design, Production and Management
    Universidade Nova de Lisboa, Nova Information Management School)

Abstract

Emerging technologies such as AI, XR, and the metaverse are transforming brand communication, with brand managers increasingly seeking agencies possessing advanced technological expertise. Agency websites are key channels for communicating this expertise. However, many agencies do not clearly articulate their competence in emerging technologies online, creating a visibility gap for brand decision-makers. This paper examines how advertising agencies communicate their expertise in emerging technologies—particularly XR—through their websites and case studies. A three-stage content analysis of 166 leading German agency websites shows creativity remains the primary positioning attribute, while two-thirds of agencies with technological expertise fail to communicate it explicitly. Nearly half of the technology cases involve AI, about a quarter involve XR (mostly AR). XR is typically part of integrated campaigns targeting brand awareness, knowledge transfer in B2B and engagement in the B2C business model. Based on these findings, we developed a strategic New Tech Communication matrix with recommendations for different agency types.

Suggested Citation

  • A. Lambrecht & C. Baumgarth & J. Henseler, 2026. "XR as a Strategic Value Proposition: How Advertising Agencies Use Emerging Technologies in Their Self-Communication and Agency Positioning," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-11983-4_19
    DOI: 10.1007/978-3-032-11983-4_19
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