This document discusses the future of augmented reality and its potential for marketing. It notes that while AR apps were once only used by tech-savvy early adopters, there are now hundreds of AR apps across different operating systems. The document outlines the spectrum of AR applications from simple QR codes and webcam/3D experiences to more useful location-based and real-world applications. Examples are given of brands like Nike, BMW, and GM using AR to increase engagement. The document concludes that for AR to truly take off, applications need to provide real utility and usability while also respecting consumers' privacy.

1. Augmented Reality For
Marketers:
Mapping The Future Of
Consumer Interactions
Web 2.0 SF 2011
#ARW2E
Lynne d Johnson
Social Media Strategist
Twitter: @lynneluvah

2. What Is
Augmented
Reality?

3. Is Augmented
Reality Ready For
Mass Adoption?

4. Juniper Research Expects Global Revenues
For AR To Reach $1.5B In 2015
2010 2015
I think what s interesting really is the way in which the market has evolved, said Windsor Holden, principal analyst at
Juniper Research, Basingstoke, England. Twelve months or so ago there were only a handful of augmented reality
apps around and consumer knowledge was quite limited. The only people who were downloading them were those that
were technology savvy and technology literate and they were primarily on Android devices and the iPhone, he said.
Now there are several hundred across a variety of operating systems."

5. But, Are We There
Yet?

6. For
Consumers:
1. Provide Utility
2. Ease of Use
Photo by Adam Jones adamjones.freeservers.com

7. For Marketers:
1. Marketing Awareness Potential
2. ROI

8. Beyond the Hype:
Moving From
Simple Gimmicky
Experiments To
Real World
Applications

9. Spectrum of AR
Webcam/3D
Location- Real-world
based POS Applications
SMS/QR
Codes
Simple Unnatural More Useful & Most Advanced,
Gimmicks
Experimentation Behaviors More Natural Natural & Useful

10. Not Everyone Has
A Smartphone

11. Nike/Hyperfactory T90 AR/SMS/3D
Campaign

12. QR Codes: Simple,
Yet Effective...

14. QR Codes: Zoo Records Hidden
Sound Records
Source: http://www.youtube.com/watch?v=E2GmtfgQnWI

15. Webcam/3D:
Unnatural And
Gimmicky, Yet
Beginning to
Show Results

16. Webcam/3D: Dabs Acer Augmented
Reality Ad
Source: http://www.youtube.com/watch?v=8joWGONTlHI

17. 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

18. Tissot Augmented Reality Shopping
Campaign
Tracking their online AR campaign, as well as activity with an AR
application affixed to a window at Selfridges department store, Tissot says
it saw in-store sales of watches rise 85%

19. Hotels.com Virtual Vacations
(VirtualVacay.com)
Hotels.com's traffic jumped 26% and bookings soared by 36%,
according to Hotels.com marketing exec Vic Walia. Also
Hotels.com's loyalty program also saw registration spike by
32%.

20. Location-based:
Driving Consumer
Adoption, But Still
An Unnatural
Behavior

21. Location-based apps driving
adoption Le Bar Guide Quiznos Layar
Yelp Monacle eBay Classifieds hotel.info

22. POS: Utility vs
Gimmick

23. Lego Augmented Reality Kiosk
Source: http://www.youtube.com/watch?v=mUuVvY4c4-A

24. Now We're Moving Toward
• Real-world Applications
• That Make Life Easier
• And Will Ultimately Make AR
More Acceptable

26. BMW Augmented Reality

27. General Motors AR Windshield
Source: http://www.youtube.com/watch?v=J0xn1BA4mQc

28. And Remember Those Ski Goggles
I Told You About…
Source: http://www.youtube.com/watch?v=d2NVFXHlnAA

29. AR’s Direct Impact
on Sales

30. Converse Sampler App by R/GA

31. Virtual Window Shopping With H&M
and Goldrun

32. Invisible Popup Shop with Airwalk
and Goldrun

33. Seventeen Mataio AR Motion
Capture Online Shopping
Source: http://www.youtube.com/watch?v=fhjuZMEJ4-U

34. What's Next?

35. Eye Tracking
Augmented Reality Contacts
Education
Facial Recognition

36. Could This Be The Future Of AR?
Source: http://vimeo.com/8569187

37. Future Considerations For AR
For Consumers:
Occupier 1. Privacy
bought a
new TV
set last
week.
This house is
empty.
Owners are
away for two
weeks.

38. Future Considerations For AR
For Marketers:
1. Virtual Air Rights

39. AR Marketing Success Equation
Utility + Ease of Use
+ Privacy/Marketing Awareness
= Transformation

40. Thank You!
Lynne d Johnson
Social Media Strategist
Twitter: @lynneluvah