Posts Tagged ‘advertising’

What can Augmented reality offer?

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      A lot of people have already heard, or even seen, some final product or demo that uses augmented reality, and they were impressed by what they saw but, do they really know what Augmented Reality can offer?

      Only the Augmented Reality sub-branch known as Augmented Reality Browser or Augmented Reality Geolocation view is an attractive sector itself, because it offers compelling applications across any sector that comes to mind since it can use geolocated points in order to give the user a better perception of the surroundings. For consumers, it can display the names of hotels and which has a vacancy across the phones’ screens, rates or customers’ feedbacks.  Augmented Reality browsers can also show the location of closest restaurants and their wait times and menus, special offers or even coupons for special prices in that moment.  And a lot of final uses that can place geolocated points in the device’ screen.

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What Augmented Reality should avoid?

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      During the past two or three years there has been a surge of Augmented Reality applications. That Augmented reality is becoming more and more popular among the mobile users and also big brands is not new. The main aim of augmented reality is to bring the digital world to the physical world, allowing real-time interaction with this augmented world, and providing much more innovative, interactive and comprehensive applications.

      But in this technological spread of the Augmented Reality, both applications developers and providers of Augmented reality in general must to take care of several important things if they do not to be hated or even avoided.

      One of the most important things developers must take into consideration is to create easier and clean ways to view Augmented Reality, instead of complex views which make it difficult to understand. This also means that most people may see unwanted information on the screen,  which could get them confused. The information showed should be layered or searchable and displayed in a “user friendly” not invasive way. If users get too much information all at once, they could end up collapsed and not eager to use AR at all in the future.

Figure 1. An example of what AR must avoid.

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Augmented Reality in Advertising.

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        Augmented Reality offers brands and marketers an unique new opportunity to interact with consumers, combining the digital and physical worlds in the same environment, and giving to the user the chance of play with this information. As smartphones are being developed and becoming more and more popular, lives of most of its users revolve around being constantly connected to technology. Augmented Reality gives both consumers and brands the ability to connect even further with a product in all the purchase´s processes – this is before, during and after making the purchase-.

        As a new report from Juniper Research indicates, the opportunities presented by AR are plentiful. AR technology will generate $2 million in 2012, but will jump to as much as $714 million annually by 2014. Augmented reality mobile marketing revenue will largely be driven by subscription-based services, advertising and AR-based app downloads.

      Taking into consideration the previous report it really worth for brands and marketers to integrate Augmented reality with the traditional advertising world, and more if we notice that a “simple” mobile augmented reality application can be cheaper than the traditional print or broadcast advertising, at the same time that the AR experience may be more engaging both cognitively and through the user´ senses. This idea is easy: if the message & experience & advertising are not engaging, and do not create brand desire on them, customers may not pay attention to this brand and will move on.

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Mobile Augmented Reality will break into the market of the future

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       Augmented Reality has been present for long time, not only in research but also in the market in different ways, like customized applications in military displays, in industrial environments or lately in online marketing and even advertising.

        In the last years,  an entirely new market has opened up in mobile handsets, mainly pushed by the improvements on hardware, like cameras and processors. This will end, in the closest future, on an immense growth in the products and applications which MAR provides .

        The application market is further segmented into industrial applications and commercial applications. The industrial applications cover defense, medical, manufacturing and repair. The consumer applications cover the gaming market, e-learning, GPS, and online advertisement.

       Some researches on the field conclude that Mobile Augmented Reality (MAR) will expand exponentially in the five year forecast period (2011-2016) following the widespread popularity of one or a handful of killer MAR applications, expected in late 2012 or early 2013. By the end of the forecast period MAR will still be in a growth phase, with a market worth valued in the billions and occupying a 25% share of all application downloads. The MAR market promises to grow at a precipitous rate over the forecast period and visiongain illustrates this evolution in a way that is clear, justifiable, and comprehensive. More importantly, the advent of MAR will have a profound and lasting impact on the way that people use their mobile devices. It will push the telecoms industry towards ubiquitous computing and a technologically converged paradigm. [1]

[1] Source: PR Newswire

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