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It’s fast becoming marketing’s latest buzz phrase, but what exactly is augmented reality, and what’s its potential? The phrase has been around for the reason that 90s, but has been considered a type of science fiction fairly than a marketing tool. Now that’s changing.
1 Simply, augmented reality is the merger of the true, physical world and computer-generated data (or virtual reality). This latest technology blurs the road between what’s real and what’s computer-generated by enhancing what we see around us. A basic example is that of a tourist in a foreign city pointing a smartphone at a museum and receiving on-screen information detailing opening hours, exhibitions and entrance fees; a recent iPhone application directs users in New York to the closest subway station for each train line relative to their position. If augmented reality navigation can progress at the identical feverish development pace as the remainder of the app world we could all be holding our phones in front of our faces like spyglasses.
2 Video games will drive the web development of augmented reality, but this technology could have countless applications. Adrian Roche, digital lead at OgilvyOne Japan, says that the technology can theoretically function on “anything with a good processor”, including sophisticated mobile handsets akin to the iPhone and computers (a solid broadband connection can also be essential). Users must first download supporting software. The user presents an object or printed sheet, prompting the applying to seem on-screen. Amnesia Group founder Iain McDonald notes that with software designed to look for a particular image, the technology requires less sophistication than a QR code. “You just need a recognisable, high-contrast shape or series of shapes,” he says.
3 The potential for brands to have interaction consumers is considerable. “I believe that is the missing link [marketers] have been searching for,” Roche says, stating that it enables users to experience a product freed from charge in a real-life situation relevant to their needs. He cites a US campaign by Home Depot that allows users to visualise a room of their home in several paint colors. “You get to experience things very closely. People are in a position to make a far more educated decision because they will see the product in their very own universe.”
The primary advantage of augmented reality is that it might offer a level of enjoyment and participation not previously present in promoting campaigns, complementing above-the-line work. While there have up to now been few examples of augmented reality in Asian marketing, notable US and European campaigns include Fanta’s Bluetooth-enabled virtual tennis and BMW’s Z4 in 3D, which sees users control the automobile from their keyboard to drive around on an onscreen image of their desk.
“It’s one other tool to get people to interact. It’s not nearly having a 3D product on a screen, but creating branded games,” advises Michael Keferl, director of C-Scout Japan, a trend consultancy.
4 While the prospects are exciting, it should be a while – a minimum of two years – before augmented reality is refined right into a readily applicable marketing discipline, in response to Gregory Birge, managing director of F5 Digital Consulting.
Whether it should live as much as its potential stays to be seen, particularly in Asia, where Roche says clients are in need of education to understand the medium fully. And although McDonald says there are not any major technical challenges to constructing an augmented reality campaign, he points out that not all users have the obligatory equipment — akin to a webcam or powerful smartphone = to utilize the technology. In addition, markets akin to Japan, despite being open to the concept, are prone to be held back by inconsistency of standards between handset makers, in response to Jonny Shaw, partner at Naked Tokyo.
Birge cautions against premature over-enthusiasm for something that’s currently little greater than an amusing diversion.
“Innovation is sweet, but for the time being it brings fun with no real profit,” he points out, explaining that many corporations will likely be wary of investing what can amount to significant sums in an unproven technology.
What it means for…
Advertisers
– The technology offers a memorable strategy to capture audiences’ attention — if nothing else, the novelty factor of augmented reality will make a campaign seem cool and futuristic.
P Augmented reality must be approached in the identical way as mobile applications. The only campaigns will likely be those who provide a service to users.
Digital agencies
– The technology used to create these campaigns shouldn’t be especially sophisticated, as much of the digital coding comes from open-source logarithms. Instead, prepare to spend an arduous period of time on the Flash programming so as to create an in-depth campaign.
– Augmented reality campaigns are sure to run into technical problems on the users’ end. Among the common hurdles are poor lighting that hinders webcams from picking up shapes, and the necessity for a speedy web connection to view campaigns adequately.
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