Augmented reality (AR) , is a live direct or indirect view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. It is related to a more general concept called computer-mediated reality, in which a view of reality is modified (possibly even diminished rather than augmented) by a computer. Augmented reality enhances one’s current perception of reality, whereas in contrast, virtual reality replaces the real world with a simulated one.[1][2] Augmentation techniques are typically performed in real-time real time and in semantic context with environmental elements, such as overlaying supplemental information like scores over a live video feed of a sporting event.

1. Augmented Reality

2. What is Augmented Reality?
• Augmented reality (AR) is a field of computer research which deals with the
combination of real-world and computer-generated data.

3. AR is the future of how we will interact with digital
information
VIEW INTERACT
ACCESS

4. Combines real and virtual
objects in a real environment
Is interactive in real-time
Registers (aligns) real and
virtual objects with each other.
AR systems have the following three characteristics

5. All AboutAugmentation
• Augmented reality (AR) is a live direct or indirect view of a physical, real-
world environment whose elements are augmented (or supplemented) by
computer-generated sensory input such as sound, video, graphics
or GPS data.
• As a result, the technology functions by enhancing one’s current perception ofreality.
• Augmentation is conventionally in real-time and in semantic context with
environmental elements
• Ex: sports scores on TV during a match.

6. Augmented Reality v.s. Virtual Reality
VR technologies completely
immerse a user inside a
synthetic environment. While
immersed, the user cannot
see the real world around
him.
In contrast, AR allows the user
to see the real world, with
virtual objects superimposed
upon or composited with the
real world.
6Copyright © William El Kaim 2016

7. Augmented Reality Example

8. Augmented Reality Example

9. Augmented Reality
In
Advertising

10. Major advertising and marketing channels
have started using AR
Mobile Online POP Print TV OOH

11. Benefits of Using Augmented Reality
 Innovation
 Affordability
 Brand Connection
 Geo-Targeting
 Repeat Customers
 Increase in Offline Sales
 Go Mobile

12. Challenges to Overcome
• Gimmick
• User experience
• Privacy Issue
• Information Overload

13. Successful Augmented Reality Campaigns
1) Autodesk Showcase 2014

14. 2) IKEA catalogue

15. 3) ModiFace

16. Unsuccessful Augmented Reality Campaigns
1) Best Buy AR Campaign

17. 2) Dodge Avenger AR Campaign