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Augmented reality and marketing 2011


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Presentation on where augmented reality and marketing are heading during 2011 and beyond.

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Augmented reality and marketing 2011

  1. 1. By Antti Aapakari January 9, 2011 See me at Follow
  2. 2. !  Augmented reality (AR) creates the sensory and psychological know-how for users as an alternative to reality. More than just one expertise, AR is an ever-growing set of devices and methods that can be utilized to create the psychological sensation of being in an alternate space. According to Elizabeth Schofield of Fashion’s Collective, the augmented reality vernacular has made its way into digital marketing in the first decade of the 21st century and is characterized as “a outlook of the physical real-world natural environment whose components are augmented by virtual computer- generated imagery.” See me at: !Follow – 2
  3. 3. !  Augmented reality (AR) research discovers the application of computer-generated imagery in live-video streams as the way to expand the real-world. Advanced research encompasses use of head-mounted displays and virtual retinal displays for visualization reasons, and building of controlled environments containing any number of sensors and actuators. !  Marketers started to use AR to encourage goods via interactive AR applications. For example, at the 2008 LA Auto Show, Nissan revealed the notion vehicle Cube and offered tourists with the brochure which, when held against the webcam, displayed several versions of the vehicle. In August 2009, Best Buy ran the circular with an augmented reality cipher that allowed users with the webcam to interact with the merchandise in 3D. In 2010 Walt Disney utilised wireless augmented reality to attach the video know-how to outdoor advertising. See me at: !Follow – 3
  4. 4. !  There are many grades of immersion and occurrence that can be achieved through distinct combinations of input and display devices. These grades can be considered of as points along the “virtuality continuum” whose end points are the real world and absolutely virtual environments. Points in between correspond to what has arrive to be renowned as mixed reality . Mixed reality comprises of augmented reality— the combining of mostly real and some virtual content—and augmented virtuality—mostly virtual, with some real content (games created for Sony's EyeToy, which places the player into the game on-screen, comprise an example of augmented virtuality). Mixed reality is considered in the part Future Directions.(Hawkins, 2005, 159) See me at: !Follow – 4
  5. 5. !  The stage of occurrence skilled in the virtual natural environment tends to correspond to the stage of immersion. Technically speaking, up to date PC- and console-based video games constitute the major piece of commercial AR applications. Although peripheral input and yield apparatus are evolving popular to make these games more immersive (discussed below), these “desktop display” applications don't rather reside up to the archetypal sense of the period virtual reality. See me at: !Follow – 5
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  7. 7. !  The fascination with AR's potential over the years is echoed in its portrayal by the popular media. Scores of publications, videos, and television sequence have discovered the implications of making AR illusions part of our everyday lives. Nevertheless, due probable to the slowness of immersive AR technologies in evolving the part of the mainstream entertainment landscape, the public exhilaration about the expertise appears to have waned to some stage in latest years. Nevertheless, AR remains the staple of research fiction writers today.(Hawkins, 2005, 159) See me at: !Follow – 7
  8. 8. !  Probably the most famous and influential dream of what AR could ultimately become is the Holodeck, depicted in the TV sequence Star Trek: The Next Generation. Inside the Holodeck, participants are totally immersed (although not apparently outfitted with any gear) and seem the entire sense of occurrence in the virtual world: Although they understand that they are in the facsimile of reality, not anything in the perceptual know-how belies this fact. The Holodeck's flawless realism has made it the touchstone in considerations about the present and future status of AR in academic and popular discourse (Murray, 1998). The writers of another Star Trek spinoff, Star Trek: Voyager, encompassed not the Holodeck but the virtual physician that gave all appearances of being real. Embedded into the real world, this holographic character interacted with other ones with no assist from any technological gear conveyed by the humans. Like the Holodeck, this dream of the virtual human embedded into the natural world portrays the fanciful boundary status for augmented reality.(Hawkins, 2005, 159) See me at: !Follow – 8
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  10. 10. !  Although AR extends to make inroads into the broad variety of areas, it is often characterized by large, costly, stationary check beds or training facilities. While the adoption of these types of environments is still experiencing healthy development, the major near-term development appears to lie in applications of augmented reality (AR). Rather than supplying the client with the insight of an solely virtual world, AR technologies change the insight of the real world. the variety of AR technologies live, encompassing HMDs that overlay computer graphics up on the visual area and display schemes that present changed camera views. See me at: !Follow – 10
  11. 11. !  The primary advantage of AR is mobility. In traditional AR worlds, all features are computer generated—even the client has the virtual body (e.g., disembodied virtual hands controlled by client movements enable one to feel and grasp virtual objects). AR capitalizes on the user's real environment. The computer embellishes the user's area of outlook by adding computer-generated information only when and where needed. For example, virtual things or characters can be embedded into the real room alongside the user. Imagine glimpsing virtual signage on the edge of the construction that presents information about what can be discovered interior (e.g., addresses, enterprise names, book or directions information, or anything additional you might find today on the company Web site). See me at: !Follow – 11
  12. 12. !  The necessary components for AR are largely the same as for traditional AR: the display scheme and input sensors, with the ability to track spatial location with some precision. Today's cell telephones and other wireless handheld apparatus have increasingly capable displays and camera schemes, and location supervising is likely utilising camera-based fiducial tracking, ever more accurate GPS tracking, or other actually available means. Although these capabilities are still somewhat crude for widespread deployment of AR, all these scheme constituents are rapidly increasing in precision and power, and nearly all these constituents are already ubiquitous in society. See me at: !Follow – 12
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  14. 14. !  Another going by car factor for near-term adoption of AR and AR is miniaturization of the required components. HMDs have gone from cumbersome, garish apparatus as large as (or larger than) the toaster to small, monocular displays about the dimensions of the mobile telephone, though some, such as the Microvision Mobile Device Eyewear, resemble conventional sunglasses. The goal of HMD designers is to make apparatus so compact ultimately that they can be damaged anywhere by anyone without attracting undue attention (much like the Bluetooth headsets widespread today). Devices this small are considered to be “socially acceptable,” meaning that they could be damaged without arousing fear or doubt from bystanders. See me at: !Follow – 14
  15. 15. !  Current HMDs are small sufficient to be portable and can be adopted for use by first responders (e.g., paramedics, the police) and military personnel. Acceptance on the grand scale will probable need smaller schemes that combine more naturally with civilian attire. In addition to HMDs, this engages the use of the mobile telephone, PDA, or tablet PC for applying “magic- window” AR displays that allow the viewer to glimpse their augmented natural environment easily by retaining up the computer display in front of their face. See me at: !Follow – 15
  16. 16. !  In addition to miniaturization and increased mobility, many other causes of total cost in creating AR are evolving more affordable and easier to use. Projectors capable of stereoscopic display now deal for the couple of thousand dollars, in contrast to earlier forms costing tens of thousands. The software for creating virtual environments has also advanced dramatically, due largely to the blast of the buyer video-game market. Several companies now even offer turnkey AR software solutions. See me at: !Follow – 16
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  18. 18. !  Another factor probable to propel the new concern in AR is the latest achievement of peripheral devices—most notably Nintendo's Wii controller—in tracking body movements and increasing sensory immersion. For decades, game companies endeavoured to increase the player's immersion by trading peripheral input apparatus such as guiding wheels or cannon controllers; such apparatus generally traded poorly. Sony's EyeToy—a webcam that injects the player's image into the game and answers to client movements (in two dimensions), although, was the astonishing success. See me at: !Follow – 18
  19. 19. !  The release of Nintendo's Wii scheme, which values infrared sensors and accelerometers to pinpoint the player's hand place and orientation in 3D space, proposes the sea of change in the marketability of these devices. The hitting achievement of the buyer merchandise (i.e., the Wii) that makes use of tracking expertise evolved decades ago in AR labs bodes well for the broader adoption of these methods in approaching years. Recent attempts at buyer goods for haptic stimulation, such as Novint's Falcon, have arrive on the market and make likely exceedingly convincing tactile stimulation. See me at: !Follow – 19
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  21. 21. !  Perhaps the ultimate input apparatus won't reply to overt client behaviors at all but rather to physiological states made by the body and felt with electrophysiological and other notes devices. Numerous researchers are employed on so-called brain-computer interfaces that enable relentless updating of information in the virtual world based on meagre considered (using electroencephalogram data), changes in heart rate (using electrocardiogram data), skin conductance (using electrodermal answer data), and other indicators (e.g., cerebral body-fluid flow measured with functional near-infrared imaging). See me at: !Follow – 21
  22. 22. !  Brain-computer interfaces contain great potential for refurbishing capabilities to users without use of their limbs. Monitoring these data is also of great concern to those involved in augmented cognition, which is the branch of human-computer interaction research worried with advancing learning and performance in computer- based tasks by making use of physiological states such as fear, boredom, or lack of attentional capacity. As with the other technologies recounted above, latest efforts have been made to commercialize headsets capable of notes brain and sinew activity for use in brain-computer interfaces. As with the video-game rise, improved concern and vigorous research activity are conclusions probable to pursue from widespread commercial adoption of these stimulating new AR technologies. See me at: !Follow – 22
  23. 23. !  According to Moorcroft, one forecast proposes Augmented Reality marketing expending will increase from an estimated $6 million in 2008 to $350 million by 2014 and earnings from AR wireless telephone apps could strike $2.2 billion by 2015. This means marvellous possibilities await expertise entrepreneurs and established retail companies to conceive and apply this burgeoning area of high-tech marketing in alignment to advance their proftis in the future. See me at: !Follow – 23
  24. 24. !  For instance, Ralph Lauren retail shops in London and New York lately underwent the virtual makeover apparently disappearing for the twosome instants before their customer’s eyes only to reappear instantaneously with the virtual fashion display, “followed by the 4D know-how of the polo pony hurrying out of the construction façade, and demolishing the construction in the method, finish with the waft of perfume blasted out into the gathering to entire the 4D imagery." See me at: !Follow – 24
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  26. 26. !  As another example of this new occurrence, Boucheron of Paris launched an augmented reality know-how through their website in November 2010. Through the use of the consumers’ own webcams, the purchaser can trial on an assortment of Boucheron’s elegant watches or rings while in the solace of their own home. In this way, the clientele can get the sense of how the merchandise examines on them before placing an alignment or narrow down their alternatives before going down to the shop to make the final selection. See me at: !Follow – 26
  27. 27. !  The blast in smartphone sales has challenged the imaginations of creatives to arrive up with marketing ideas tailored for the wireless space. Along with location-based marketing, augmented reality applications really came into aim for many brands, from luxury companies to small enterprises in 2010. !  Indicatively, according to numbers from ABI Research, the market for augmented reality (AR) in the US alone is anticipated to strike $350m (£218m) in 2014, up from about $6m (£3.8m) in 2008. Marketers trial to engage buyers with relevant content and interactive knowledge making the most of the “wow” factor of the relatively new communication tools. The inquiry is has AR marketing managed to augment into certain thing really helpful for both marketers and buyers or will its hype fizzle out like cheap champagne? See me at: !Follow – 27
  28. 28. !  Brands in 2010 have utilised AR expertise for utility-based and innovative applications that amplify the clientele know-how, managing to engage an increasingly broader audience. Let’s take the gaze at this years most talked about case studies. !  Adidas Originals Augmented Reality Game Pack: Adidas turned Originals sneakers into the game command apparatus by adding an AR cipher on the shoe’s tongue. When held in front of the webcam, the cipher presents access to the number of distinct interactive games on Adidas website which the players can navigate with their shoe. See me at: !Follow – 28
  29. 29. !  Toyota enabled car enthusiasts to create the virtual track, by publishing off special markers to place around, and take the virtual Toyota Auris for the virtual check track. They also could record their check drives and share the clips on social networking sites, as well as the Auris microsite. !  Toyota suggested the reward for the most innovative track with the victor obtaining the super-deluxe dwelling entertainment scheme to encourage the larger participation. See me at: !Follow – 29
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  31. 31. !  AR blends the input and yield from the variety of sensors and displays to create the psychological know-how of actually being in some other, virtual place. Ongoing research and development have produced in myriad new apparatus for supervising body-based behaviors and for giving increasingly realistic information to our visual, auditory, and other sensory systems. !  The increasing availability of AR expertise has directed to its adoption in the broad range of application areas. (Hawkins, 2005, 159) AR enables enhanced perspectives on technical inquiries, safe and engaging learning environments, new avenues for medical diagnosis and rehabilitation, and, of course, profoundly engaging entertainment experiences. See me at: !Follow – 31
  32. 32. !  With the latest widespread adoption of portable buyer goods such as camera telephones, GPS receivers, and the like, AR is set to break free from its stationary origins and start populating our natural natural environment with valuable location-based information, perhaps conveying with it the new wave of exploration and excitement. !  Welcome 2011! See me at: !Follow – 32
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  34. 34. !  Harders, M. (2008). Surgical scene generation for virtual reality based training in medicine. London: Springer !  Hawkins, D. (2005). Virtual reality and passive simulators: The future of fun. In F. Biocca, ed. & M. R. Levy (Eds.), Communication in the age of virtual reality (pp. 159–189). Hillsdale, NJ: Lawrence Erlbaum !  Lombard, M. and Ditton, T.(2008), At the heart of it all: The concept of presence. Journal of Computer-Mediated Communication vol. 3 no. (2) . Retrieved November 12, 2008, from http:/ / jcmc/ vol3/ issue2/ lombard.html !  Milgram, P. and Kishino, A.(2005), Taxonomy of mixed reality visual displays. IEICE Transactions on Information and Systems, E77-D pp. 1321–1329. !  Schofield, Elizabeth. (2010). Potential Opportunities in Augmented Reality. !  Sheila. (2010). AR marketing growing. Shaping !  Sherman, B. , & Judkins, P. (2003). Glimpses of heaven, visions of hell: Virtual reality and its implications. London: Hodder & Stoughton !  Steur, J. (2005). Defining virtual reality: Dimensions determining telepresence. In F. L. Biocca (Ed.), Communication in the age of virtual reality. Hillsdale, NJ: Lawrence Erlbaum ! ! Moorcroft, ! ! ! See me at: !Follow – 34