Augmented Reality: Agency primer from The Nerdery

AGENCY PRIMERS SERIES: AUGMENTED REALITY BITES

A D i v i s i o n o f S I E R R A B R AV O C O R P O R AT I O N

Welcome to the Nerdery

We partner with advertisers, marketers and other people with big plans to build award-winning interactive projects.

About Me I’m the biggest nerd in sales and marketing.

AGENCY PRIMERS SERIES: AUGMENTED REALITY BITES

But it’s Cool!

Terminology

Virtuality Continuum Not from Star Trek (but it sounds like it). Actual Virtual Reality Reality

Actual Reality Well... reality, duh. Actual Virtual Reality Reality

Augmented Reality A live direct or indirect view of a physical real-world environment whose elements are merged with (or augmented by) virtual computer-generated imagery. Actual Virtual Reality Reality

Augmented Virtuality Predominantly virtual spaces where physical elements, e.g. physical objects or people are dynamically integrated into and can interact with the virtual world. Actual Virtual Reality Reality

Virtual Reality An environment that is a simulation of the real world or an imaginary world. Typically primarily a visual Actual Virtual Reality Reality

Mixed Reality A term encompassing both augmented reality and augmented virtuality, typically focused on realtime Actual Virtual Reality Reality

The History How long has this idea been around and why is it “hot” now?

Market Potential Desktop, Mobile, Digital Out of Home

Technologies Markers, Markerless and Location Aware

Marker-Based Technology Augmented reality visuals are composited based on the presence of physical “markers” typically black and

How Does It Work?

Markerless Technology Proprietary software like that from Total Immersion or 3DV that work based on image and shape recognition.

Comparison Marker-Based Markerless Open Sourced Proprietary Flash-based Requires PluginSoftware OK Performance Better Performance B&W Markers Image Recognition

3D Modeling Tools Google Sketchup Maya, 3DMax, Blender, etc.

Location-Based Augmented reality graphics and other annotations are composited over realtime camera data using information from a GPS and digital compass.

Physical Interfaces A variety of new user interfaces are providing more intuitive and fun experiences for users.

Why Does it Bite? It takes a while for people to ﬁgure out how to use new technology.

Applications Promotion Navigation Packaging Print Visualization Physical Computing Instruction

Online Promotion Most of what you’ve probably seen. Mixed reality has an attention grabbing “wow” factor right now.

Disruptive Media Digital out of home can use augmented reality as a disruptive tool.

Navigation Augmented reality mixed with location awareness yields real beneﬁts.

Packaging Mixed reality provides a method to add functionality to packaging when paired with digital out of home

Print and Publications Augmented reality provides a relatively cheap way to integrate print and online campaign elements.

Visualizations Augmented reality provides a way for “virtual” experience products to provide physical references for

Gaming Augmented virtuality technology can provide players with more intuitive, real world emulating interfaces.

Instruction Providing contextual information for complex tasks.

Other Things to Conisder Still Imagery Application Video Integration Third-party Hardware (i.e. Wiimotes)

What’s Next?

QUESTIONS? More answers online at http://nerdery.com

Save the Date Webinars on Facebook Connect Nov 17th and 19th

http://blog.nerdery.com	111
http://www.slideshare.net	3
http://webcache.googleusercontent.com	1
http://www.linkedin.com	1

Augmented Reality: Agency primer from The Nerdery

by The Nerdery on Oct 13, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

4 Embeds 116

Statistics

Augmented Reality: Agency primer from The Nerdery — Presentation Transcript