Augmented Reality: Agency primer from The Nerdery

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  • Stats
  • Goals:
    Terminology
    History
    Technology
    Applications
  • Paul Milgram and Fumio Kishino defined Milgram's Reality-Virtuality Continuum in 1994http://vered.rose.utoronto.ca/people/paul_dir/IEICE94/ieice.html
  • Requires a visual interface other than just your eyes... because it relies on layering information over what is actually there... The classic example is sports graphics
  • Can involve just a physical interface to a virtual world
  • Concept has been prevalent for over 10 years: 1997
    http://www.wired.com/science/discoveries/news/1997/06/4179
  • Desktop: 24 of the 25 top selling notebooks on Amazon have integrated webcams
    http://www.amazon.com/gp/bestsellers/pc/565108

    Desktop: All 25 of the top selling netbooks on Amazon have integrated webcams
    http://www.amazon.com/gp/bestsellers/pc/1232596011/ref=pd_ts_pc_nav

    ~34 Million iPhones!
    3M iPhone 3G sold in first month
    http://money.cnn.com/2008/08/08/technology/iphone-3m.fortune/
  • AR Toolkit (C & C++ based)
    FLAR Toolkit - port to FlashActionscript
    Flash-based system can be used with several flash 3D platforms but its primariliy assocaited with Papervision3D
    ARToolkit for iPhone - port to iPhone
  • Difference is that you can use a normal image
    Image Recognition
    Patter Recognition (Face Recognition)
  • Costs...?
    HD Quality with Total Immersion
    Computing Resource Intensity
    Range (size of marker in image)
    Model Complexity
  • AR in advertising and marketing is a solution in search of a problem
  • Different Applications use the technology differently
    Most embraced to least embraced
  • Dozens and dozens of examples
    Doritos
    GE Smartgrid
    Star Trek
  • Digital Graffiti
    Football window display
    Traveler’s Insurance Red Umbrella
  • Yelp
  • Golf (where’s the hole)
    Finding your family members at Disneyworld
    Layar
    Find an ATM
    Store Locators for Mobile Apps (esp. for brands with strong Urban)
    Mass Transit
    Wayfinding
  • Multitouch
    Microsoft Surface
    iPhone/PS3/Wii Motion Sensitivity
  • Natal, See Through Displays
  • Augmented Reality: Agency primer from The Nerdery

    1. 1. AGENCY PRIMERS SERIES: AUGMENTED REALITY BITES
    2. 2. 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
    3. 3. Welcome to the Nerdery
    4. 4. We partner with advertisers, marketers and other people with big plans to build award-winning interactive projects.
    5. 5. About Me I’m the biggest nerd in sales and marketing.
    6. 6. AGENCY PRIMERS SERIES: AUGMENTED REALITY BITES
    7. 7. But it’s Cool!
    8. 8. Terminology
    9. 9. Virtuality Continuum Not from Star Trek (but it sounds like it). Actual Virtual Reality Reality
    10. 10. Actual Reality Well... reality, duh. Actual Virtual Reality Reality
    11. 11. 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
    12. 12. 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
    13. 13. Virtual Reality An environment that is a simulation of the real world or an imaginary world. Typically primarily a visual Actual Virtual Reality Reality
    14. 14. Mixed Reality A term encompassing both augmented reality and augmented virtuality, typically focused on realtime Actual Virtual Reality Reality
    15. 15. The History How long has this idea been around and why is it “hot” now?
    16. 16. Market Potential Desktop, Mobile, Digital Out of Home
    17. 17. Technologies Markers, Markerless and Location Aware
    18. 18. Marker-Based Technology Augmented reality visuals are composited based on the presence of physical “markers” typically black and
    19. 19. How Does It Work?
    20. 20. Markerless Technology Proprietary software like that from Total Immersion or 3DV that work based on image and shape recognition.
    21. 21. Comparison Marker-Based Markerless Open Sourced Proprietary Flash-based Requires PluginSoftware OK Performance Better Performance B&W Markers Image Recognition
    22. 22. 3D Modeling Tools Google Sketchup Maya, 3DMax, Blender, etc.
    23. 23. Location-Based Augmented reality graphics and other annotations are composited over realtime camera data using information from a GPS and digital compass.
    24. 24. Physical Interfaces A variety of new user interfaces are providing more intuitive and fun experiences for users.
    25. 25. Why Does it Bite? It takes a while for people to figure out how to use new technology.
    26. 26. Applications Promotion Navigation Packaging Print Visualization Physical Computing Instruction
    27. 27. Online Promotion Most of what you’ve probably seen. Mixed reality has an attention grabbing “wow” factor right now.
    28. 28. Disruptive Media Digital out of home can use augmented reality as a disruptive tool.
    29. 29. Navigation Augmented reality mixed with location awareness yields real benefits.
    30. 30. Packaging Mixed reality provides a method to add functionality to packaging when paired with digital out of home
    31. 31. Print and Publications Augmented reality provides a relatively cheap way to integrate print and online campaign elements.
    32. 32. Visualizations Augmented reality provides a way for “virtual” experience products to provide physical references for
    33. 33. Gaming Augmented virtuality technology can provide players with more intuitive, real world emulating interfaces.
    34. 34. Instruction Providing contextual information for complex tasks.
    35. 35. Other Things to Conisder Still Imagery Application Video Integration Third-party Hardware (i.e. Wiimotes)
    36. 36. What’s Next?
    37. 37. QUESTIONS? More answers online at http://nerdery.com
    38. 38. Save the Date Webinars on Facebook Connect Nov 17th and 19th

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