Augmented reality (AR) advocates say that it's time for companies to start adding the unique blend of physical and virtual interaction into marketing plans now. While some brands still appear mystified (and scared, perhaps?) of the technology, others are proving that AR can serve as a highly effective, interactive marketing tool. CPG giant Nestle is the latest brand to experiment with AR, using it to turn an ordinary advergame into a memorable experience.
Exciting things are happening in the whizz-bang new world of augmented reality, which will surely hit the mainstream before too long.
Many of the world's top brands have experimented with AR recently, and while some of the first wave of apps are more gimmicky than useful, others certainly shine a light on what we can expect from this space in the months and years to come.
So, for your viewing pleasure, here are 10 augmented reality videos. I cheated on the headline as all of these are brand-led apart from the last one, which is a fantastic billboard ad that uses AR, and which once again proves that the Dutch know a thing or two about AR and mobile.
Augmented Reality (AR) is the next keyword wet dream for the
online industry buzz word bingo enthusiasts. As social media becomes more
ingrained in commercial planning and the excitement fades into practical
solutions, it’s inevitable that the new kid on the block will start to make
I think AR is an exciting development. However, behind the pomp that surrounds another buzz
word, is there a commercial model that could make AR a practical tool in the
I’m going to stick my neck on the line and say yes....
What's in place to measure advertising within mobile augmented reality applications?
When it comes to print advertising, audit circulation bureaus provide the best verification of frequency and reach for broadcasting ads to a targeted audience. TV has Nielsen ratings and other vendors approved by large advertisers to measure frequency and reach. On-line digital advertising vendors provide data about ads rather than published content. Thus they have the ability to measure ad engagement, not just published content engagement like a TV show or a magazine.
As the internet's role in daily life, more and more companies that make
physical products are trying to find ways to develop online components
that make those physical products more attractive to consumers.
A great example of this has been seen in the toy industry, where a
growing number of products include internet add-ons. Webkinz stuffed
animals, for instance, come with an access code granting access to an
online virtual world.
Location sensing within mobile devices is reaching a new phase of development and distribution. This new phase, now commercially available for augmented reality developers, delivers powerful local search solutions.
Augmented Reality is used to intensify the truth, boost accuracy, supplement the concrete, and add-to the existent. It makes mobile local search better than ever before.
Caution: eye-poppingly cool links ahead.
If you haven't yet heard of augmented reality, or its applications in marketing, it's time to start working on some serious mind-expansion. AR may be brand new cutting edge technology, but it's already started creeping into marketing campaigns from organizations ranging from GE to Esquire magazine...even the US Postal Service.
Adam Broitman, partner and ringleader of the New York based agency Circ.us, has been preaching the AR gospel -- and working on some groundbreaking campaigns. We caught up with him to ask what augmented reality is all about, and what marketers should being doing to prepare for this next wave of radical technological possibilities.
It seems that time of year again, where suddenly end-of year roundups begin appearing and predictions are being made as to what’s going to happen across 2010, some reasonable, some rather far-fetched.
I’ve no shame in saying that I’m going to jump on the future-gazing bandwagon, but in all fairness I’m also going to look at my previous thoughts about the direction of the digital marketing landscape to see if anything actually came true.
Yelp's has cunningly added augmented reality functionality as a hidden feature in its existing iPhone app, for iPhone 3Gs users.
The Easter egg can be unearthed by simply shaking the app a few times (actually, to the amusement of my colleagues, I shook my phone for about five minutes before it decided to work). It's only available for the newer version of the iPhone because it needs to use the compass.