Because of some of the challenges on mobile, it has allowed advertisers to keep messages fairly simple, with a single frame, and that tends to resonate well with the audience. In fact, mobile advertising is 3X-to-5X more effective compared to online advertising. Bruce Braun, CEO of Agent-M, moderated the “Measuring Mobile—Exploring the Metrics” panel at ad:tech New York
What are businesses doing with this? Examples: Nike ‘T90’ football boot launch in Hong Kong, Q3 2008, McCann Erickson Hong Kong and The Hyperfactory. Fanta‘Play’ tennis game in Europe, Q1 2009, Ogilvy UK and The Hyperfactory. The Ford Ka launch in Europe, Q1 2009, Wunderman. WWF China, Q2 2009, BBH China and Qdero.
Discussion Questions 1. When it comes to searching for restauraunts/places to go, do you prefer traditional third-person search perspectives (i.e. Google Maps, UrbanSpoon) or AR? 2. How practical/worthwhile is it for businesses to start putting physical markets on products/places? 3. Would you pay for a universal marker readers that can scan all brands of AR markers?