Augmented Reality for Marketers - Lynne d Johnson and John C. Havens talk from Web 2.0 Expo 2010

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Lynne d Johnson and John C. Havens describe how Augmented Reality and other emerging technologies are changing the way we communicate in culture and commerce.

This talk was presented at Web 2.0 Expo in New York City, September 2010.

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  • This was one of the best presentations @ Web 2.0. Great, thought provoking concepts.
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  • (Potential) Loss of serendipity. Also, Danny’s stuff about your credit card and car knowing you, etc.
  • Layar Browser Hotel Feature
  • Zoo Record’s Hidden Sounds Campaign
  • JagTag – No downloads required. 2-D codes designed to look like Joss Stone’s tattoo/design. Code goes on products, tags, etc.
  • MAYBE CUT THIS, BUT POTENTIALLY GOOD TO POINT OUT UTILITY means usage
  • UTILITY VERSUS GIMMICK; TIME SAVING, ETC.
  • UTILITY VERSUS GIMMICK; Quiznos is teaming up with Layar to provide users of the popular augmented reality app with an easy way to locate nearby Quiznos restaurants. In addition to just locating a nearby Quiznos place, there will be the special deals available for Layar users, as well as the ability to connect with other Quiznos fans.
  • IBM Seer
  • Hearst Magazines Digital Media is teaming up with metaio (developer of augmented reality browser junaio) to launch online shopping application on Seventeen.com. The Flash-based service is designed as a “virtual dressing room” allowing users to virtually try before they buy. (Launched August)
  • Augmented Reality for Marketers - Lynne d Johnson and John C. Havens talk from Web 2.0 Expo 2010

    1. 1. Augmented Reality for Marketers: Mapping the Future of Consumer Interactions John C. Havens SVP Social Media, Porter Novelli   Twitter: @johnchavens Lynne d Johnson SVP Social Media, Advertising Research Foundation Twitter: @lynneluvah
    2. 2. Introduction
    3. 3. You’re already Augmenting Your Reality
    4. 5. Utility = Adoption
    5. 6. Utility = Adoption
    6. 7. QR Codes
    7. 13. 2-D Barcodes/SMS
    8. 15. Augmented Reality
    9. 17. Utility + Ease of Use = Rapid Adoption
    10. 21. Results: £26 million in revenue ROI of 1:156 A public relations and advertising value equivalent of £1,950,000 Campaign achieved more positive brand awareness and publicity for IBM than the past five years put together
    11. 23. Swiss watchmaker Tissot saw in-store sales of its watches rise by 85%
    12. 24. “ 70% of those who went to the site chose to live the experience which is a great conversion rate and of that group 13% then purchased the project – compared to an industry standard website conversion of around 0.5%.” - Myles Peyton, Director of market leading AR authoring company Total Immersion
    13. 25. Hotels.com credits the launch of their AR Virtual Vacation experience with driving bookings up 36 %
    14. 26. Analyst firm ABI Research has just released a new study (Q3, 2010) that finds businesses are primed to spend $1.8 billion on location-based ads in 2015 , a somewhat surprising number given the small crowd of early adopters currently using check-in apps.
    15. 28. Checking In… To Places
    16. 31. Checking In… To Entertainment
    17. 32. According to Nielsen, 59% of the people they researched use TV/internet simultaneously and this has grown 35% in the last year. “ Creating a simple way to share what you watch is just the beginning…this could become a recommendation service - you should watch The Wire because three of your friends are watching.” Miso's founder, Somrat Niyogi
    18. 35. Checking In… To Products
    19. 38. “ Booyah/MyTown has just hit the 2 million mark . 2010 has been a great year for the iPhone app: hitting half a million in January, 1 million in February, and now 2 million in May. Foursquare has roughly 1.1 million users, Gowalla is sitting near 250,000.” TechCrunch, May 5, 2010
    20. 39. Opting In … To Offers
    21. 44. Checking In… To People
    22. 46. “ This is a way to check in on a Social Object.” Robert Scoble, SXSW 2010
    23. 47. Privacy
    24. 54. Virtual Advertising Rights (VAR)
    25. 56. Virtual Advertising Rights (VAR)
    26. 60. Utility + Ease of Use + Privacy/Marketing Awareness=
    27. 61. TRANSFORMATION
    28. 62. Thank You!
    29. 63. [email_address] @johnchavens [email_address] @lynneluvah

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