What’s the ROI of AR?
Presented by Rachel Pasqua, Director, Mobile Strategy, iCrossing
How Webster’s defines “search”
  How Webster’s defines search:
How SEMs define “search”
There are a few search apps that use AR…
             …but few examples from big brands!
So where does augmented reality fit in?




                           Esquire’s Augmented
                           real...
Most brands are using it for entertainment value.




                                   Star Trek Movie
                 ...
Overall, it tends to be a gratuitous use of technology.




                                  GE’s Virtual Windmills
Few offer a real benefit to the brand and the user




                                   The USPS Virtual
               ...
Is there an ROI for branded
            AR?

         ???
 What are some potential
   business models?
Using AR to search for deals and advice




                  Average customer rating


                  Sarah's mom: We’...
Using AR to search for educational info




           Tyrannosaurus
           meaning 'tyrant lizard')
           from t...
Using AR to search for local recommendations




                    Tonight at the Bellagio
                    Cocktails...
Using AR to find time-sensitive info




            Playing now:
            Scar Tissue
            Californication, 199...
Using AR to research and gather data




                        3082 Westbury Drive
                        3 bed, 2 ½ ba...
Mobile AR Business Models for Brands

        Virtual demos                           Augmented retail
    Consumers autom...
Tips for getting started:

 Development costs:

  $25K – $100K+




                      Data Sourcing
                  ...
Interested in AR & Search? Please join:




                  SEMPO’s
     Emerging Technologies Committee
               ...
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What's the ROI of Augmented Reality - Rachel Pasqua - iCrossing

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"What's the ROI of Augmented Reality" as presented by Rachel Pasqua, Director, Mobile Strategy, iCrossing, at the Search Engine Strategies Conference in New York on Tuesday, March 23, 2010.

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What's the ROI of Augmented Reality - Rachel Pasqua - iCrossing

  1. 1. What’s the ROI of AR? Presented by Rachel Pasqua, Director, Mobile Strategy, iCrossing
  2. 2. How Webster’s defines “search” How Webster’s defines search:
  3. 3. How SEMs define “search”
  4. 4. There are a few search apps that use AR… …but few examples from big brands!
  5. 5. So where does augmented reality fit in? Esquire’s Augmented reality issue
  6. 6. Most brands are using it for entertainment value. Star Trek Movie Promos
  7. 7. Overall, it tends to be a gratuitous use of technology. GE’s Virtual Windmills
  8. 8. Few offer a real benefit to the brand and the user The USPS Virtual Box Simulator
  9. 9. Is there an ROI for branded AR? ??? What are some potential business models?
  10. 10. Using AR to search for deals and advice Average customer rating Sarah's mom: We’ve gone through several baby monitors and this model is the best by… More| $$ Coupon $$
  11. 11. Using AR to search for educational info Tyrannosaurus meaning 'tyrant lizard') from the Greek words τσραννος (tyrannos, meaning "tyrant") and σασρος (sauros, o meaning "lizard") was a genus of the theropod dinosaur more More
  12. 12. Using AR to search for local recommendations Tonight at the Bellagio Cocktails at Caramel Light menu from 5-7 o Call | Reserve Gogol Bordello @The Bank Tickets
  13. 13. Using AR to find time-sensitive info Playing now: Scar Tissue Californication, 1999 Request Tweet Tag
  14. 14. Using AR to research and gather data 3082 Westbury Drive 3 bed, 2 ½ bath Taxes: $9,000 o School District: Bellmore Broker: Dawn Mellon ```Call | eMail | Text
  15. 15. Mobile AR Business Models for Brands Virtual demos Augmented retail Consumers automatically view how Lets shoppers gather ratings, special products perform or function in store offers and additional recommendations or remotely through a catalog on the fly, in-store. Enhanced Events Location Layers Participants gather and share Time sensitive info superimposed information at sporting events, over physical locations – hospitals, concerts, amusement parks, etc. transportation hubs Experiential education In situ Virtual classes, lectures, tours for Offer users a view-to-come of spaces museums, zoos, historical landmarks and places under development – and other public spaces parks, buildings, roads
  16. 16. Tips for getting started: Development costs: $25K – $100K+ Data Sourcing Proprietary feeds VS Crowdsourcing
  17. 17. Interested in AR & Search? Please join: SEMPO’s Emerging Technologies Committee For info on membership & activities, please contact: Rachel Pasqua, iCrossing Co-Founder, Co-Chair Rachel.pasqua@icrossing.com
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