Augmented reality and marketing 2011

By Antti Aapakari
January 9, 2011
See me at http://AapakariBlog.com
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!  Augmented reality (AR) creates the sensory and
psychological know-how for users as an
alternative to reality. More than just one
expertise, AR is an ever-growing set of devices
and methods that can be utilized to create the
psychological sensation of being in an alternate
space. According to Elizabeth Schofield of
Fashion’s Collective, the augmented reality
vernacular has made its way into digital
marketing in the first decade of the 21st century
and is characterized as “a outlook of the physical
real-world natural environment whose
components are augmented by virtual computer-
generated imagery.”
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!  Augmented reality (AR) research discovers the application
of computer-generated imagery in live-video streams as
the way to expand the real-world. Advanced research
encompasses use of head-mounted displays and virtual
retinal displays for visualization reasons, and building of
controlled environments containing any number of sensors
and actuators.
!  Marketers started to use AR to encourage goods via
interactive AR applications. For example, at the 2008 LA
Auto Show, Nissan revealed the notion vehicle Cube and
offered tourists with the brochure which, when held
against the webcam, displayed several versions of the
vehicle. In August 2009, Best Buy ran the circular with an
augmented reality cipher that allowed users with the
webcam to interact with the merchandise in 3D. In 2010
Walt Disney utilised wireless augmented reality to attach
the video know-how to outdoor advertising.


!  There are many grades of immersion and occurrence
that can be achieved through distinct combinations of
input and display devices. These grades can be
considered of as points along the “virtuality
continuum” whose end points are the real world and
absolutely virtual environments. Points in between
correspond to what has arrive to be renowned as
mixed reality . Mixed reality comprises of augmented
reality— the combining of mostly real and some
virtual content—and augmented virtuality—mostly
virtual, with some real content (games created for
Sony's EyeToy, which places the player into the game
on-screen, comprise an example of augmented
virtuality). Mixed reality is considered in the part
Future Directions.(Hawkins, 2005, 159)


!  The stage of occurrence skilled in the virtual
natural environment tends to correspond to the
stage of immersion. Technically speaking, up to
date PC- and console-based video games
constitute the major piece of commercial AR
applications. Although peripheral input and yield
apparatus are evolving popular to make these
games more immersive (discussed below), these
“desktop display” applications don't rather reside
up to the archetypal sense of the period virtual
reality.



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!  The fascination with AR's potential over the years
is echoed in its portrayal by the popular media.
Scores of publications, videos, and television
sequence have discovered the implications of
making AR illusions part of our everyday lives.
Nevertheless, due probable to the slowness of
immersive AR technologies in evolving the part of
the mainstream entertainment landscape, the
public exhilaration about the expertise appears
to have waned to some stage in latest years.
Nevertheless, AR remains the staple of research
fiction writers today.(Hawkins, 2005, 159)


!  Probably the most famous and influential dream of what AR
could ultimately become is the Holodeck, depicted in the TV
sequence Star Trek: The Next Generation. Inside the Holodeck,
participants are totally immersed (although not apparently
outfitted with any gear) and seem the entire sense of occurrence
in the virtual world: Although they understand that they are in
the facsimile of reality, not anything in the perceptual know-how
belies this fact. The Holodeck's flawless realism has made it the
touchstone in considerations about the present and future status
of AR in academic and popular discourse (Murray, 1998). The
writers of another Star Trek spinoff, Star Trek: Voyager,
encompassed not the Holodeck but the virtual physician that
gave all appearances of being real. Embedded into the real world,
this holographic character interacted with other ones with no
assist from any technological gear conveyed by the humans. Like
the Holodeck, this dream of the virtual human embedded into
the natural world portrays the fanciful boundary status for
augmented reality.(Hawkins, 2005, 159)




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!  Although AR extends to make inroads into the
broad variety of areas, it is often characterized by
large, costly, stationary check beds or training
facilities. While the adoption of these types of
environments is still experiencing healthy
development, the major near-term development
appears to lie in applications of augmented
reality (AR). Rather than supplying the client with
the insight of an solely virtual world, AR
technologies change the insight of the real world.
the variety of AR technologies live, encompassing
HMDs that overlay computer graphics up on the
visual area and display schemes that present
changed camera views.


!  The primary advantage of AR is mobility. In traditional AR
worlds, all features are computer generated—even the
client has the virtual body (e.g., disembodied virtual hands
controlled by client movements enable one to feel and
grasp virtual objects). AR capitalizes on the user's real
environment. The computer embellishes the user's area of
outlook by adding computer-generated information only
when and where needed. For example, virtual things or
characters can be embedded into the real room alongside
the user. Imagine glimpsing virtual signage on the edge of
the construction that presents information about what can
be discovered interior (e.g., addresses, enterprise names,
book or directions information, or anything additional you
might find today on the company Web site).



!  The necessary components for AR are largely the
same as for traditional AR: the display scheme and
input sensors, with the ability to track spatial location
with some precision. Today's cell telephones and
other wireless handheld apparatus have increasingly
capable displays and camera schemes, and location
supervising is likely utilising camera-based fiducial
tracking, ever more accurate GPS tracking, or other
actually available means. Although these capabilities
are still somewhat crude for widespread deployment
of AR, all these scheme constituents are rapidly
increasing in precision and power, and nearly all
these constituents are already ubiquitous in society.




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!  Another going by car factor for near-term adoption
of AR and AR is miniaturization of the required
components. HMDs have gone from cumbersome,
garish apparatus as large as (or larger than) the
toaster to small, monocular displays about the
dimensions of the mobile telephone, though some,
such as the Microvision Mobile Device Eyewear,
resemble conventional sunglasses. The goal of HMD
designers is to make apparatus so compact ultimately
that they can be damaged anywhere by anyone
without attracting undue attention (much like the
Bluetooth headsets widespread today). Devices this
small are considered to be “socially acceptable,”
meaning that they could be damaged without
arousing fear or doubt from bystanders.


!  Current HMDs are small sufficient to be portable
and can be adopted for use by first responders
(e.g., paramedics, the police) and military
personnel. Acceptance on the grand scale will
probable need smaller schemes that combine
more naturally with civilian attire. In addition to
HMDs, this engages the use of the mobile
telephone, PDA, or tablet PC for applying “magic-
window” AR displays that allow the viewer to
glimpse their augmented natural environment
easily by retaining up the computer display in
front of their face.


!  In addition to miniaturization and increased
mobility, many other causes of total cost in
creating AR are evolving more affordable and
easier to use. Projectors capable of stereoscopic
display now deal for the couple of thousand
dollars, in contrast to earlier forms costing tens
of thousands. The software for creating virtual
environments has also advanced dramatically,
due largely to the blast of the buyer video-game
market. Several companies now even offer
turnkey AR software solutions.



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!  Another factor probable to propel the new
concern in AR is the latest achievement of
peripheral devices—most notably Nintendo's Wii
controller—in tracking body movements and
increasing sensory immersion. For decades,
game companies endeavoured to increase the
player's immersion by trading peripheral input
apparatus such as guiding wheels or cannon
controllers; such apparatus generally traded
poorly. Sony's EyeToy—a webcam that injects the
player's image into the game and answers to
client movements (in two dimensions), although,
was the astonishing success.



!  The release of Nintendo's Wii scheme, which
values infrared sensors and accelerometers to
pinpoint the player's hand place and orientation
in 3D space, proposes the sea of change in the
marketability of these devices. The hitting
achievement of the buyer merchandise (i.e., the
Wii) that makes use of tracking expertise evolved
decades ago in AR labs bodes well for the
broader adoption of these methods in
approaching years. Recent attempts at buyer
goods for haptic stimulation, such as Novint's
Falcon, have arrive on the market and make likely
exceedingly convincing tactile stimulation.




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!  Perhaps the ultimate input apparatus won't reply
to overt client behaviors at all but rather to
physiological states made by the body and felt
with electrophysiological and other notes
devices. Numerous researchers are employed on
so-called brain-computer interfaces that enable
relentless updating of information in the virtual
world based on meagre considered (using
electroencephalogram data), changes in heart
rate (using electrocardiogram data), skin
conductance (using electrodermal answer data),
and other indicators (e.g., cerebral body-fluid
flow measured with functional near-infrared
imaging).


!  Brain-computer interfaces contain great potential for
refurbishing capabilities to users without use of their
limbs. Monitoring these data is also of great concern to
those involved in augmented cognition, which is the
branch of human-computer interaction research worried
with advancing learning and performance in computer-
based tasks by making use of physiological states such as
fear, boredom, or lack of attentional capacity. As with the
other technologies recounted above, latest efforts have
been made to commercialize headsets capable of notes
brain and sinew activity for use in brain-computer
interfaces. As with the video-game rise, improved concern
and vigorous research activity are conclusions probable to
pursue from widespread commercial adoption of these
stimulating new AR technologies.



!  According to Moorcroft, one forecast proposes
Augmented Reality marketing expending will
increase from an estimated $6 million in 2008 to
$350 million by 2014 and earnings from AR
wireless telephone apps could strike $2.2 billion
by 2015. This means marvellous possibilities
await expertise entrepreneurs and established
retail companies to conceive and apply this
burgeoning area of high-tech marketing in
alignment to advance their proftis in the future.



!  For instance, Ralph Lauren retail shops in
London and New York lately underwent the
virtual makeover apparently disappearing for
the twosome instants before their customer’s
eyes only to reappear instantaneously with
the virtual fashion display, “followed by the
4D know-how of the polo pony hurrying out
of the construction façade, and demolishing
the construction in the method, finish with
the waft of perfume blasted out into the
gathering to entire the 4D imagery."



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!  As another example of this new occurrence,
Boucheron of Paris launched an augmented
reality know-how through their website in
November 2010. Through the use of the
consumers’ own webcams, the purchaser can
trial on an assortment of Boucheron’s elegant
watches or rings while in the solace of their own
home. In this way, the clientele can get the sense
of how the merchandise examines on them
before placing an alignment or narrow down their
alternatives before going down to the shop to
make the final selection.


!  The blast in smartphone sales has challenged the
imaginations of creatives to arrive up with marketing ideas
tailored for the wireless space. Along with location-based
marketing, augmented reality applications really came into
aim for many brands, from luxury companies to small
enterprises in 2010.
!  Indicatively, according to numbers from ABI Research, the
market for augmented reality (AR) in the US alone is
anticipated to strike $350m (£218m) in 2014, up from
about $6m (£3.8m) in 2008. Marketers trial to engage
buyers with relevant content and interactive knowledge
making the most of the “wow” factor of the relatively new
communication tools. The inquiry is has AR marketing
managed to augment into certain thing really helpful for
both marketers and buyers or will its hype fizzle out like
cheap champagne?



!  Brands in 2010 have utilised AR expertise for
utility-based and innovative applications that
amplify the clientele know-how, managing to
engage an increasingly broader audience. Let’s
take the gaze at this years most talked about
case studies.
!  Adidas Originals Augmented Reality Game Pack:
Adidas turned Originals sneakers into the game
command apparatus by adding an AR cipher on
the shoe’s tongue. When held in front of the
webcam, the cipher presents access to the
number of distinct interactive games on Adidas
website which the players can navigate with their
shoe.


!  Toyota enabled car enthusiasts to create the
virtual track, by publishing off special
markers to place around, and take the virtual
Toyota Auris for the virtual check track. They
also could record their check drives and share
the clips on social networking sites, as well as
the Auris microsite.
!  Toyota suggested the reward for the most
innovative track with the victor obtaining the
super-deluxe dwelling entertainment scheme
to encourage the larger participation.



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!  AR blends the input and yield from the variety of sensors
and displays to create the psychological know-how of
actually being in some other, virtual place. Ongoing
research and development have produced in myriad new
apparatus for supervising body-based behaviors and for
giving increasingly realistic information to our visual,
auditory, and other sensory systems.
!  The increasing availability of AR expertise has directed to
its adoption in the broad range of application areas.
(Hawkins, 2005, 159) AR enables enhanced perspectives
on technical inquiries, safe and engaging learning
environments, new avenues for medical diagnosis and
rehabilitation, and, of course, profoundly engaging
entertainment experiences.



!  With the latest widespread adoption of
portable buyer goods such as camera
telephones, GPS receivers, and the like, AR is
set to break free from its stationary origins
and start populating our natural natural
environment with valuable location-based
information, perhaps conveying with it the
new wave of exploration and excitement.
!  Welcome 2011!




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!  Harders, M. (2008). Surgical scene generation for virtual reality based training in medicine. London: Springer
!  Hawkins, D. (2005). Virtual reality and passive simulators: The future of fun. In F. Biocca, ed. & M. R. Levy (Eds.),
Communication in the age of virtual reality (pp. 159–189). Hillsdale, NJ: Lawrence Erlbaum
!  Lombard, M. and Ditton, T.(2008), At the heart of it all: The concept of presence. Journal of Computer-Mediated
Communication vol. 3 no. (2) . Retrieved November 12, 2008, from http:/ / www.ascusc.org/ jcmc/ vol3/
issue2/ lombard.html
!  Milgram, P. and Kishino, A.(2005), Taxonomy of mixed reality visual displays. IEICE Transactions on Information
and Systems, E77-D pp. 1321–1329.
!  Schofield, Elizabeth. (2010). Potential Opportunities in Augmented Reality.
!  Sheila. (2010). AR marketing growing. Shaping Tomorrow.com.
!  Sherman, B. , & Judkins, P. (2003). Glimpses of heaven, visions of hell: Virtual reality and its implications.
London: Hodder & Stoughton
!  Steur, J. (2005). Defining virtual reality: Dimensions determining telepresence. In F. L. Biocca (Ed.),
Communication in the age of virtual reality. Hillsdale, NJ: Lawrence Erlbaum
!  http://thenextweb.com/socialmedia/2010/12/13/augmented-reality-marketing-in-2010-and-beyond/
!  http://www.associatedcontent.com/article/5597592/augmented_reality_marketing_the_next.html Moorcroft,
!  http://www.augmentedplanet.com/2010/07/marketing-tips-for-augmented-reality-developers/
!  http://www.reelseo.com/augmented-reality-marketing/
!  http://www.socialmediatoday.com/alex-smith/242184/5-benefits-augmented-reality-marketing



Augmented reality and marketing 2011

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