The document discusses augmented reality (AR) and its potential uses and growth. AR allows users to see additional digital information overlaid on the real world through their devices. It is being used in areas like games, education, fashion, and healthcare. The document predicts AR will reach $600 billion in revenue by 2016 and over 2.5 billion AR apps will be downloaded annually by 2017. It outlines best practices for using AR and argues that AR will become integrated into everyday life as the technology advances.

1. Fresh Digital Group
The Age of Augmented Reality
We Strategize. We Execute. We Deliver. On All Screens.

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We Strategize. We Execute. We Deliver. On All Screens.
Augmented Reality is an exciting technology that
allows users to visualize information in the real world
through their devices.
The augmented viewing is created by adding an extra
layer between your screen and the image the you are
targeting. Users can have access to information on
real-life objects, play games that interact with the real
world, get directions to their destinations and much
more.
AR viewing is not only a staple feature of smartphones
and tablets, it is also increasingly being deployed in
prototype wearable devices, with Google Glass the
most high-profile innovation.
What Is AR?

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Why Use AR?
AR offers a new breed of engagement that moves beyond the Web and into users‟ lives, delivering
experiences that are more immersive, experiential and shareable.
Brands and agencies should increasingly use augmented reality platforms to create deeper
engagements with consumers that go beyond a “Like” or comment on Facebook and instead create a
call-to-action that allows users to interact with their products and characters in a more personal way.
AR:
• Has user experience as its core factor
• Conveys a more sophisticated experience than QR codes
• Is an aesthetically pleasing gate to deliver digital content
• Lets brands highlight products in a way that seems more immersive and intriguing than
commercial.
• Has innumerous possible content delivery strategies, not being restricted to a simple mobile
website redirection

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We Strategize. We Execute. We Deliver. On All Screens.
More than 2.5 billion AR
apps to be downloaded to
smartphones and tablets
per annum by 2017, with
games accounting for the
largest share of downloads.
The Potential for AR
Augmented reality
technology is predicted to
reach $600 billion in
revenue by 2016.
Enterprise applications with
augmented reality elements
are expected to account for
the third-largest
proportion of revenues by
2015.
11% of high
schoolers and
collegians have used an
augmented reality app,
showing the high potential
for AR in a natively digital
generation.
$

5. 5We Strategize. We Execute. We Deliver. On All Screens.
How AR Is Being Used
i
8% 7%
3%
5%
16%
19%
2%
6%
16%
18%
Point of
Sale
Try
Before
You Buy
GPS Location
Based
Searches
Tourism
&
Leisure
Events
&
Conferences
Brochures
Product
Manuals
Online
Content
Online
Campaigns
Pitches &
Tenders

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Games
AR propels mobile games into the next level.
The interaction between user and the digital
component that is transported to the real world
results in an unprecedented level of user
engagement.
Once it becomes more polished, AR mobile
gaming will shatter the barriers of handheld
gaming, allowing users to explore their
environment without having a constricted and
linear experience.

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We Strategize. We Execute. We Deliver. On All Screens.
Entertainment
Music videos and movie promotions
can benefit immensely from what AR
brings to the table.
By placing AR triggers on posters and
videos, artists can create an unique and
memorable experience for their fans by
delivering premium content through an
untapped channel.
The promotion possibilities are endless.

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We Strategize. We Execute. We Deliver. On All Screens.
Fashion
Augmented Reality can even be used in cases of fashion. Using an article of
clothing, or a sneaker in this case, can be a great ad for your brand. In,
addition, the consumer can save the hassle of physically going to the retailer,
experience trying on clothes all at home and make their purchase online. This
whole process is possible without ever leaving the comfort of your
smartphone.

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Education
Animating the illustrations in
textbooks, magazines and
classifieds with interactive content.
Enhancing the learning experience with
contextual information about buildings
and monuments.

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Healthcare
Healthcare is an area that can
immensely benefit from AR. It can
be used to teach medical
students about the human body.
By pointing an AR enabled device
at a person it can virtually reveal
layers including muscle tissue,
organs and skeletal structure. It
can also allow you to view mock
injuries on the target body part
and show how to properly care
for it.

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We Strategize. We Execute. We Deliver. On All Screens.
Travel
Augmented Reality can add
immense value to any tourists
who wants to learn more about
their surroundings.
By simply aiming their phone at
a building, monument or
restaurant, users can have
valuable information, such as
historical facts or reviews, fed to
them and result in a more fluid
experience.

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We Strategize. We Execute. We Deliver. On All Screens.
Wearable Tech
Wearable tech is the next step in AR‟s
natural evolution.
Devices like Google Glass propels the
user to a new world where there is
interactivity everywhere, even in the
most mundane things and activities.
Once this technology is polished and
perfected it will be engraved in our
lifestyle.

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5 Best Practices
• Augmented reality needs to have a clear purpose, otherwise it is nothing but a cool trick.
• AR can be user generated. This should be leverage to deliver the users the experience
that they want.
• The best AR concepts are 3D, animation, interaction, social media links and an establishing
cross media approach.
• Realize that we live in an multichannel world, and that the AR piece should be able to tie
into a macro digital effort.
• Realistic and entertaining content is the best way to draw people in to an augmented reality
experience.
In order to extract the most value out of AR, there are a 5 best practices that
should be considered.

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We Strategize. We Execute. We Deliver. On All Screens.
Augmented reality is not a technology, it‟s part of everyday life. It will inevitably be
embedded with any visual interaction we currently have, television, driving, grocery
shopping etc.
Wearable technology and AR are still in their infancy, but both will grow together
exponentially and, as we become more comfortable with the concepts of these
technologies, there will be real value-added delivered.
Augmented Reality is destined to become the norm, not the exception. Our devices are
becoming more and more potent and integrated into our everyday life, there will ultimately
lead to a convergence between the „„real‟‟ and digital world. Our smartwatches,
smartglasses and smartphones will function as a perfectly synchronized „„smart‟‟ ecosystem
that will propel us into a new age of interactivity.
So, Where Do We Go From
Here?

15. We Strategize. We Execute. We Deliver. On All Screens.

16. Fresh Digital Group
Fresh Digital Group
111 John St 2nd FL
New York, NY 10038
www. freshdigitalgroup.com