The Advertising Revolution For #SAScon For Sharing On Linkedin For #SAScon Delegates

Advertising Revolution Talk
#sasconAR

For #SAScon 2012.

Copyright Dan Sodergren 2012 (c)
www.dansodergren.com

#sasconAR


I also speak at:


So WHO am I?
Dan Sodergren:
Motivational, marketing, man.
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Working mainly in MOBILE.


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Just search for “Dan Sodergren”

Where else to find me 
• Through Linkedin.
• I have two accounts.
• Best bet is through linkedin.com/dansodergren
#sasconAR

• Through Twitter.
• I have three accounts.
• Best bet is@ukmarketinghelp or
@goaugmented
• Through email.
• Again several accounts:
• For AR stuff ping me a quick massage at
dan@goaugmented.com

So …. First think… what story…
do your actions tell your customers?
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SoLoMoPho
• So
• Social
• Lo
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• Location
• Mo
• Mobile
• Pho
• Photography / scanning
• Want to remember it….
• Think…

Singluar Motherf***er
• SoLo
• MoPho
• It’s all about the “me” and the “me
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right now”.
• Cultures are changing the next
generation is upon us.
• Is the UK more social or mobile?
• 79 percent of smartphone users
use their smartphones to help with “We even get on our mobiles at
shopping. the
Christmas Dinner table….
• Even at the dinner table… My father was livid.
He is a vicar…”


Great Sentiment by Google.

I don’t work for them…

Are you making the wave?

Google is BIG enough too…

Or are you planning to ride it?
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Through riding this wave…
• I get to meet new people (like your guys last night)
• New companies.
• Mainly tech companies.
• Interesting companies.
• Mainly, new, interesting tech companies with new
interesting ideas.
• And this is where AR comes in….
• The Advertising Revolution.
• Augmented Reality #AR.
• And this is where I met goAugmented.

• We at goAugmented - are a fun, different, small , bespoke, creative bunch
of marketing geeks.

• We are the only award winning UK based independent AR development
house. Which means we work with lots of people.

• We use AR - that new (ish) excitement buzz term - as well as a host of
digital wizardry to make our clients give their customers the occasional
WOW in this somewhat jaded world.

• AR, in reality, is the bridge point between print and ink and digital and
think – between the digital and print worlds.

• It is also a potential new world of alternative and personalised
geo locational advertising.

• Augmented Reality is a tech led, potential Advertising Revolution which if
we position the UK (Manchester) correctly and aggressively could change
the way people view not only advertising2012 (c)the UK / Manchester as well.
Copyright Dan Sodergren
but

And we specialise in
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Mobile

What is AR and Mobile AR?
• (AR) “Augmented Realities” have been around for ages.

• AR IS NOT NEW!!!!
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• In techie terms, AR produces a composite view for the user that is
the combination of the real scene viewed by the user and a virtual
scene generated by the computer.

• In a marketing reality – we bring print and places to life – and we do
this through the power of new mobile phones.

• And all we need is a smartphone.... Or a good phone 

• We just need a smartphone with a camera and then…

We are living through a revolution.
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The wave is already here…
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Are we all riding the wave?
And what’s it made of?

Or…HYPE!

Are we all riding the wave?
And what’s it made of?
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Or…HYPE!

We have to be very aware.
As people in or out of the industry.
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Augmented Reality could be…

be en
ha ve
uld
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it co
Bu t
t!
’s No
It


AR - It’s just like
ordinary reality

www.dansodergren.com Flickr: wvs

Only more so

Flickr: wvs

Examples of AR in action


So…AR is not that simple.
• It’s split into different area or capacities.

• Dream Reality. Not talking about today.
• Real life scenarios – ambushed by technology.
• Will give example as have one.

• Visual Search. Am talking about today.
• The death of SEO in location.

• Print Magic. Am talking about today.
• As links into Analytics and real-real time.

?
• The Future. Am talking about today (if time)
• Social augmented reality. The next level.


That was YEARS AGO!
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Almost a full three years ago…

Digital Dream Reality.
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All we need is a space…
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And maybe a screen…
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To bring interaction to a new level
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To create a bit of fun / a talking point
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A viral success / youtube online.
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Maybe even to sell more…
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Some kiosks work well to do this.
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But wouldn’t this be better at home?

Or even on your mobile!
• True Blue
• Look at me mates.... (no jibs please)
• How many city fans would like a picture next to their hero?
• Of the past or of the present.
• How many fans would facebook their picture?
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• Making the experience go on the social graph at least once or twice.


Local
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Let’s all go HYPER local.
• Location precision should be a
marketers first point of call.
• i.e. is my target nearby?
• In the U.S. mobile ad spending will
grow from US$790 million in 2010 to
$4 billion in 2015.
• With this local ad spend will grow
from US$404 million to $2.8 billion.
• This makes locally targeted mobile
ads 51 percent of overall U.S. mobile
ad spending, growing to 70 percent
by 2015.


Local, local, local
• 61% of smartphone users make
local searches from a device (
Localeze/ Local Search Usage Study February 2012
)
• 49% of mobile and tablet users
conduct local business searches
on apps (
Localeze/15miles Fifth Annual Study February 2012
)
• Mentioning a location in an ad or
search result can increase click-
through rates up to 200%
(ThinkNear 2012 via MediaPost)

Visual Search Time
• Location is a culture.
• It involves more than just a “place”.
• A ‘location’ – is a time, a social
moment, a consideration.
• Visual search – the future?
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• A U.S. Bank has began piloting an
augmented reality smartphone app
that enables users to point their
smartphone at the horizon and see an
animated image showing the bank
branches and ATMs in view.
• Ever wondered where the nearest
ATM is?


Examples of AR in the East
• We just came back from Hong
Kong.
• With the Ukti…
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• Great examples happening:
• Tourism boards AR app
• Love it and proves you can do
something magical.
• Why don’t we do something like
this in Manchester?
• For Manchester Digitals?
• For UK creatives etc etc … 

Location – instant?
• If we know where you are.
• At that instance
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• And we can augmented the information?
• Are you really searching for it?
• Why do you think Google did StreetView?
• Why are there so many patents from both Apple
and Google on this subject.
• Could this mean the death of SEO in the future?

Joking aside  what AR does…

It’s Print Magic
• It’s QR codes on steroids.
• And QR codes are everywhere…. And now…
• Every where / everything is a QR code.
• The magazine.
• The dusty old book – Zappar have just done an AR
campaign with Penguin.
• The flyer.
• The beer mat.
• That house over there.
• Even you and me – with 3D tracking.

You may have seen it already 

www.goaugmented.com
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Come discover more.

It’s not been perfect – but it will be:
Why?
Mobile Processing power Moore’s inexorable law
Screen size Tablets, new tech foldable/rollable?
Human limitations: Better touch interfaces, natural
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eyesight, thumb width gestures
GPS locating speed AGPS, other cues e.g. wifi
Network bandwidth/latency 4G/LTE brings better speed/latency
Tools/APIs Will come…. (ARE HERE NOW!!)
Battery Power Moore’s law brings efficiencies
Installed base >50% by 2012 (in UK even higher…)
Ultimately the browser may displace
Fragmented mobile platforms
native apps
M-commerce & monetization We’re working on it

Other New Tech things happening:
• You guys know about them already.
• But things like the Everything everywhere team
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up.
• The 4G tests in Cornwall.
• The roll out of mobile coverage on the
Underground in London.
• The start of the NFC uptake…
• This changes everything…

More and more brands doing it!
• ASOS launched the Scan to Shop app, allowing
people to shop with their phones directly from
the company magazine, delivered monthly to
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400,000 ASOS customers.
• Within the magazine, they had also placed
‘smiley faces’ which when viewed in-app allow
people to access surprise features.
• BUT PLEASE YOU CAN ONLY DO AR IF….
• Your client already has a solid relationship with
your customer base.

You kinda have to be like this – already
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The brand needs to be established!

When oh when…
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As AR allows – insane analytics.
• The data from Augmented Reality is mobile.
• So it’s real time.
• It’s also social. At a flick of a finger.
• It gives high CTR’s – mainly as a WOW factor – but who cares why – it
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does. Proof from yesterday – top secret.
• Top Gear magazine conducted research into the value of their Aurasma-
enabled campaigns. The results showed that:
• After only two editions 85% of Top Gear readers were aware of the AR /
Aurasma-enabled content.
• 27% of Top Gear total readership engaged with the content (not bad,
considering only 50% of their readers own smartphones).
• As a result of Top Gear’s innovations in publishing, the magazine won the
coveted FIPPs Editors’ Choice award at the Digital Innovators’ summit in
Berlin. Top Gear were so pleased with the results, they’ve now released
their own Aurasma enabled app - TGMag Extra - for use in conjunction
with the magazine each month.


But is Mobile AR worth the risk?
• The rise and rise of the smartphone has led to an
explosion of handsets in the market that are capable of
offering AR applications.
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• Qualcomm creating an AR-software development kit
• Samsung pre-loading AR browsers in selected markets
• AR-boosted mobile advertising from major brands.
• Augmented reality through our mobile phones will be
a business worth $1.5 billion (£928 million) by 2015,
according to analysts Juniper Research.
• I don’t know – you do the maths? It’s up to you.


Your future?
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So – social – and the power thereof.
• My favourite fact:
• Social has over taken Porn as
number 1 activity on the web .
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• Big deals and movers – Google and
semantic search. Ask your SEO
company what they are planning.
• Google’s social platform, launched
early 2011 as an invite-only
platform. It now boasts a user-base
of 170 million.
• Mobile search mixed with semantic
search – a new horizon in SEO.


Social and Mobile
• Mobile users are more social 
• Three times more active on Twitter.
• Twice as active on Facebook .
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• And around half of Facebook access through mobile!
• 32% of UK internet users surf social media sites using their
mobiles, while the European and Global average in only 26%.
• Surfers who consult social media via their mobiles log in an
average of three times per day. The average for people
without mobile access is 1.5 times per day.
• Mobile users are also more active when it comes to sending
messages, uploading photos and becoming fans of brands.

So Augmented Reality… Web 3.0
• Through keywords / SEO etc.
• We know what you search for. (web 1.0)
• Through facebook and all social.
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• We know what you like and who you like (web 2.0)
• Through mobile phones.
• We now know where you are. Plus the other two (web 3.0)
• Through Geo fencing and locational
• We can deliver digital, scalable, instant promotions to you based on
the above: Who you are, what you want, when you want it.
• Location is not a set of co-ordinates….
• It is a culture of place.
• We may not even access web 1.0 or 2.0 in the next revolution of
ZMOT.
• But Google seems to still be the middle man. Or are they?

Social Augmented Reality

Social Augmented Reality
Hold up your phone – or blink your eye and get
The knowledge of joining a crowd and knowing:
• Who do I know here?
• Where do I know them from?
• Who should I get to know?
• Who here is single?
• Are there any naked pictures of them on the
internet?


Has it already started?


BUT we the consumer will
Choose our context and our filter.

Or will we?
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http://www.youtube.com/watch?v=9c6W4CCU9M4

Google Project Glass

Google Glasses – anyone?
• Google’s Project Glass promises to be the biggest
innovation within this sector in 2012, so we also wanted to
gauge general consumer interest in Google’s glasses.
• The results reveal that almost a third of consumers are still
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undecided on the merits of the technology and only one in
six would be ready to buy a pair of glasses from Google if
they were available today.
• Interestingly, around a quarter of men are ready to don a
pair Google Glasses versus just one in ten women, with
many claiming they would feel self-conscious wearing
them.
• http://www.vouchercodes.co.uk/most-wanted/wearable-tech-th


Augmented Reality Shopping anyone?
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Or even better…. Or worse…
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An 130% increase in online sales 
http://www.youtube.com/watch?v=z1W3J4qOJtI

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The future is already here…
… just unevenly distributed.

Many thanks from
Dan Sodergren

A different vision –
#sasconAR

A future Technology opportunity
Dan Sodergren
dan@goAugmented.com
Drop your card into YES or NO.


The Advertising Revolution For #SAScon For Sharing On Linkedin For #SAScon Delegates

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