Layar

Augmented reality: the Ikea catalogue and beyond

With the advent of Ikea introducing an augmented reality (AR) app to enhance its 2014 catalogue, we are starting to see a gradual shift in how retailers can use the power of digital to improve the customer experience. 

It seems as if augmented reality is no longer just for enhancing advertising campaigns, there are now many more practical applications of the technology. 

Here we’ll look at the Ikea AR app, and then a general round-up of other companies making great strides in the realm of augmented reality.

Q&A: Adam Broitman on augmented reality marketing

Adam BroitmanCaution: 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.

10 mindblowing augmented reality apps and videos

Augmented reality (AR) is an engaging way of combining live video with computer-generated data and visualisations. It is an area that has grabbed my attention lately, and it’s going to be a big deal.

Amazing things will happen in this space in the years to come, but what about today? Are there live applications out there already? Sure there are, although it is early days and many of these examples are alpha demos. Nevertheless, they truly shine a light on the possibilities with augmented reality. 

I have collated a bunch of videos that highlight the opportunities with augmented reality. You will be able to use AR to create real-world applications that fulfil human needs in a way that still feels ever so slightly sci-fi. You can try out a number of these AR demos from your desktop if you have a printer and webcam. 

I have to say that the possibilities for world-class mobile applications are really exciting, but the upside for brand marketers is also vast, as AR can improve on-pack promotions, point of sale, print and billboard advertising, and so on. And if you think this is all tomorrow’s world, it isn’t. Take a look at the Glasses Direct interactive video mirror, for an example of how augmented reality can play a role in helping improve your conversion rates today.

So sit back and tune into augmented reality. And have a think about what you might be able to do in this space…

Q&A: Claire Boonstra, co-founder of Layar

Is augmented reality a mobile killer app? Already, brands are experimenting with it and the opportunities to apply augmented reality to a variety of applications are intriguing.

One startup that’s attracted attention recently in the space is Amsterdam-based Layar, which has created an augmented reality ‘browser‘.

I spoke to Layar co-founder Claire Boonstra to learn more about Layar and the business potential of augmented reality…