“Heads Up Displays: The Future
of Advertising with Google
Glass”
Todd Marks
President & CEO
todd.marks@mindgrub.com
@mindg...
CNET Best Uses for Google Glass

#5) TV Enhancement
#4) Bio Feedback
#3) Face Recognition
#2) Instruction
#1) Navigation

...
The Dawn of the Social Consumer
•Tweet…. ReTweet
•Like
•Share
•Check-in
•Group Buy
•QR Code Scan
•RFID
•Augmented Reality
...
Tourism Radio

4
Augmented Reality
What is Augmented Reality?
Coined in 1992 by Tom Caudell
Augmented Reality works by
displaying layered graphics and
inform...
What is Augmented Reality?
Augmented Reality is a live, direct or
indirect, view of a physical, real-world
environment who...
Augmented Reality::Star Trek
Usenet  Wikis  ICQ
Friendster  LinkedIn  MySpace  Facebook  Twitter

8
2005 NFL :: Augmented Reality

9
Popular Uses?
Augmented Reality has been
implemented in many applications
including
• Shopping
• Travel
• Advertising
• Ga...
Dancing Donna

11
Marketing with AR
Marketing with AR
•
•
•
•
•

13

User Experience is key
Find the right distribution channels
Content should be highly rele...
Lego Store

14
2010 Augmented Reality :: GEICO

15
2010 Case Study: GEICO Tailgate

16
Case Study: GEICO Tailgate

17
Training with AR
Training with AR
AR has been widely utilized in
training and educational efforts
• AR Technologies have helped provide
a m...
Training with AR

20
Defense – Close Combat Training

21
AR Components
Augmented Reality Components?
•
•
•
•
•
•
•
•

23

Mobile Computing Devices
Cameras
Gyroscopes
RFID
Visual Displays
Networ...
AR Triggers
Location (yelp)

25
Navigation (Pathfinderv1.1)

26
QR Codes

27
Victor Shapes / Borders

28
MS Kinect

29
Games / Tours

30
“Heads Up Display”
Google Glasses – Field Trip

32
Glassup.net

33
Space glasses

34
Open Discussion
Todd Marks
President & CEO
todd.marks@mindgrub.com
@mindgrub
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Heads Up Displays: The Future of Advertising with Google Glass

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Mindgrub CEO Todd Marks spoke at Digital East 2013 on heads up displays, Google Glass, and the future of advertising with augmented reality.

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Heads Up Displays: The Future of Advertising with Google Glass

  1. 1. “Heads Up Displays: The Future of Advertising with Google Glass” Todd Marks President & CEO todd.marks@mindgrub.com @mindgrub
  2. 2. CNET Best Uses for Google Glass #5) TV Enhancement #4) Bio Feedback #3) Face Recognition #2) Instruction #1) Navigation 2
  3. 3. The Dawn of the Social Consumer •Tweet…. ReTweet •Like •Share •Check-in •Group Buy •QR Code Scan •RFID •Augmented Reality (Nov 3, 2010, Fast Company) 3
  4. 4. Tourism Radio 4
  5. 5. Augmented Reality
  6. 6. What is Augmented Reality? Coined in 1992 by Tom Caudell Augmented Reality works by displaying layered graphics and information over real word objects • Based on VR Technology from the 1960s through 1990s and beyond • Renald Azuma defined AR as 3 components: Combines real and virtual, Interactive in real time, Registered in 3D • • 6
  7. 7. What is Augmented Reality? Augmented Reality is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. As a result, the technology functions by enhancing one’s current perception of reality. By contrast, virtual reality replaces the real world with a simulated one. 7
  8. 8. Augmented Reality::Star Trek Usenet  Wikis  ICQ Friendster  LinkedIn  MySpace  Facebook  Twitter 8
  9. 9. 2005 NFL :: Augmented Reality 9
  10. 10. Popular Uses? Augmented Reality has been implemented in many applications including • Shopping • Travel • Advertising • Games • Simulations (Medical) • Training • Maintenance / Assembly • Bridge of Print to Digital 10
  11. 11. Dancing Donna 11
  12. 12. Marketing with AR
  13. 13. Marketing with AR • • • • • 13 User Experience is key Find the right distribution channels Content should be highly relevant No Gimmicks Should Provide a Value-Add for Users
  14. 14. Lego Store 14
  15. 15. 2010 Augmented Reality :: GEICO 15
  16. 16. 2010 Case Study: GEICO Tailgate 16
  17. 17. Case Study: GEICO Tailgate 17
  18. 18. Training with AR
  19. 19. Training with AR AR has been widely utilized in training and educational efforts • AR Technologies have helped provide a more engaging and interactive training method for many fields of study, particularly medicine and defense • Students can learn concepts from simulations of lethal or dangerous environments without danger • 19
  20. 20. Training with AR 20
  21. 21. Defense – Close Combat Training 21
  22. 22. AR Components
  23. 23. Augmented Reality Components? • • • • • • • • 23 Mobile Computing Devices Cameras Gyroscopes RFID Visual Displays Networking Infrastructure Location Awareness (GPS, other) AR Software Applications
  24. 24. AR Triggers
  25. 25. Location (yelp) 25
  26. 26. Navigation (Pathfinderv1.1) 26
  27. 27. QR Codes 27
  28. 28. Victor Shapes / Borders 28
  29. 29. MS Kinect 29
  30. 30. Games / Tours 30
  31. 31. “Heads Up Display”
  32. 32. Google Glasses – Field Trip 32
  33. 33. Glassup.net 33
  34. 34. Space glasses 34
  35. 35. Open Discussion Todd Marks President & CEO todd.marks@mindgrub.com @mindgrub
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