Introduction to Augmented Reality
Augmented reality (AR) is a technology that has been gaining popularity lately. It involves using digital information to reinforce the true world. One company that has been on the forefront of AR technology is Baidu, a search engine company sometimes called "China’s Google." Baidu has been experimenting with AR for 2 years and has recently launched an AR lab to develop AR services in various fields similar to education, healthcare, marketing, and tourism.
The Rise of AR in China
China has been ahead of the curve on the subject of AR technology. Last summer’s viral mobile game hit, Pokemon Go, was the primary major exposure most U.S. audiences needed to AR. However, Chinese tech firms have been using AR in various ways, similar to hiding AR "coupons" around real-world locations for consumers to seek out. Baidu can be working with big-name brands like L’Oreal, KFC, and Lancôme to create AR ads that allow Chinese consumers to interact with virtual products on their mobile devices.
AR in Retail and Marketing
The retail capabilities of AR hold huge potential for brands. Baidu’s partnerships with L’Oreal, KFC, and Lancôme display the chances of AR in retail. A lot of U.S. tech players, including Google and Snapchat, have also shown interest on this area. Snapchat acquired the startup Cimagine, which uses patent-pending AR technology to assist consumers visualize retail products in specific locations. Pokemon Go laid out a general blueprint for a way U.S. marketers can use AR to bridge online and offline experiences via mobile devices.
The Future of AR
Baidu is concentrated on mobile AR development versus hardware, in a move to raised connect with China’s massive smartphone audience. The International Data Corporation recently forecast that AR headset shipments might reach 15 million by 2020, but early use cases may be limited to apps. For mobile marketers, the following step may be applying lessons learned from something like Pokemon Go to messaging and engagement. U.S. publishers and types have shown interest in AR technology, and industry experts agree that AR/VR tech is innovative enough that marketers should be sure that the more media-rich and immersive formats match their messaging.
Conclusion
In conclusion, AR technology has the potential to revolutionize the way in which we interact with the world around us. Baidu’s experiments with AR and the launch of its AR lab are only the start. As the technology continues to evolve, we are able to expect to see more modern applications of AR in various fields. For marketers, AR offers a brand new approach to engage with consumers and create immersive experiences. As using AR becomes more widespread, it can be exciting to see the way it changes the way in which we live, work, and interact with one another. With its vast potential and growing popularity, AR is certainly a technology to look at in the approaching years.
