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AR Implementation: 	

	

 	

 	

 	

 	

 	

 from “WOW” TO “WHY”
Advertising&AR
ADVERTISAR™: LEADING THE ADVERTISING COMM...
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA ...
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION
(Source: Mad Men | AMC TV | 2013)
The a...
Agencies solve problems
• listen to clients	

• connect customers with brands	

• forge user / brand relationships 	

• fo...
But there are challenges
• 3,000 media messages daily	

• pay attention to 52	

• remember 4	

• about 1 per thousand
.13%...
How do we 	

break through?
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT ©...
advertis
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGIT...
The power is in their hands!
Embrace 	

mobile
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEME...
Mobile devices: global perspective
of the planet’s population 	

owns a single mobile phone!
~64%
(Source: Tomi Ahonen Alm...
(Source: Tomi Ahonen Almanac 2013)
Mobile devices:
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMP...
OppARtunity!
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | D...
advertis
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGIT...
Strengths
•provides context	

•engages users	

•adds value 	

•is quantitative	

•rapidly developing	

•not supported in-h...
“One of the most powerful aspects
of the selling process is the affinity
customers develop with a product the
moment they t...
Pepsi Challenge Remix
• Compared display ads to AR marketing	

• 100 parents shown display ad for toy	

• 100 parents show...
With permission Matt Trubow | CEO | Hidden Creative LTD.)
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REAL...
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA ...
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA ...
“Augmented Reality allows sales people
to put a virtually enhanced, interactive
version of a production directly into the
...
It takes time... 	

to create a pARtner!
ThePitch
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPL...
“Digital Delta Design isThe Martin Group's go-to
partner in educating, selling, and developing
all of our augmented realit...
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA ...
“T.D.Wang Advertising Group has been working closely
together on several augmented reality experiences for
our clients.We ...
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA ...
Rules	

of	

Engagement
You’re an
• educate, don’t alienate	

• make AR part of the design process	

• use the right solution for the job	

• work...
Thank
you!
@agentsofdelta or d3ar.com
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION C...
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Advertising & AR - From Wow to Why - AWE 2014

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Jim Dailey, Digital Delta Design, shares insight on supporting the advertising industry with AR implementation and shifting focus from "Wow" to "Why".

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Advertising & AR - From Wow to Why - AWE 2014

  1. 1. AR Implementation: from “WOW” TO “WHY” Advertising&AR ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
  2. 2. ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
  3. 3. ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION (Source: Mad Men | AMC TV | 2013) The agency COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
  4. 4. Agencies solve problems • listen to clients • connect customers with brands • forge user / brand relationships • foster trial / purchase ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
  5. 5. But there are challenges • 3,000 media messages daily • pay attention to 52 • remember 4 • about 1 per thousand .13% (Source: D. Mastervich VP. Sales Strategy, U.S. Postal Service, VDP Conference) ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
  6. 6. How do we break through? ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
  7. 7. advertis ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014 delivering a “WOW!” …built on a “WHY!”
  8. 8. The power is in their hands! Embrace mobile ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
  9. 9. Mobile devices: global perspective of the planet’s population owns a single mobile phone! ~64% (Source: Tomi Ahonen Almanac 2013) ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014 7.2 B 4.58 B
  10. 10. (Source: Tomi Ahonen Almanac 2013) Mobile devices: ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014 5.6 B 3.8 B 3.5 B AR trinity of camera phones are connected to the mobile web! ~63%
  11. 11. OppARtunity! ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014 =>
  12. 12. advertis ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
  13. 13. Strengths •provides context •engages users •adds value •is quantitative •rapidly developing •not supported in-house ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
  14. 14. “One of the most powerful aspects of the selling process is the affinity customers develop with a product the moment they touch and engage with it.” (Source: Matt Trubow | CEO | Hidden Creative LTD.) ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
  15. 15. Pepsi Challenge Remix • Compared display ads to AR marketing • 100 parents shown display ad for toy • 100 parents shown interactive AR exp. • Asked: would you buy and for how much? ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
  16. 16. With permission Matt Trubow | CEO | Hidden Creative LTD.) ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
  17. 17. ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
  18. 18. ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
  19. 19. “Augmented Reality allows sales people to put a virtually enhanced, interactive version of a production directly into the hands of customers and prospects.” (Source: Matt Trubow | CEO | Hidden Creative LTD.) ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
  20. 20. It takes time... to create a pARtner! ThePitch ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
  21. 21. “Digital Delta Design isThe Martin Group's go-to partner in educating, selling, and developing all of our augmented reality opportunities.”  Lisa Strock SeniorVice President | Client Services | The Martin Group ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2013
  22. 22. ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2013 ARVirtual Tour
  23. 23. “T.D.Wang Advertising Group has been working closely together on several augmented reality experiences for our clients.We have created many augmented reality solutions that have never been done before in the multicultural space. It has been a pleasure working with Digital Delta Design and we look forward to doing more great work together.” Pricilla Chooy Digital Media Manager | TD Wang Advertising Group ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2013
  24. 24. ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2013 History Comes Alive
  25. 25. Rules of Engagement
  26. 26. You’re an • educate, don’t alienate • make AR part of the design process • use the right solution for the job • work together - we all win! advertis ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014 “Wow”“Why” some
  27. 27. Thank you! @agentsofdelta or d3ar.com ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2013 advertis Jim Dailey

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