An interesting experiment is running in UVEG. The aim has been to investigate the effects of an animated ad vs an ad with AR and interactive elements (pre-purchase stage) on subsequent product/brand recognition and actual purchase of the product (purchase stage).
It involves the three stages of the customer journey: pre-purchase, purchase, and post-purchase. Realistic products have been used as UVEG made a partnership with an existent company to have a realistic product as the target product.