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Presenting Augmented Reality
- 3. Augmented reality (AR) is a term for a live direct or indirect view of a physical real-world environment whose elements are merged with (or augmented by) virtual computer-generated imagery – creating a mixed reality.
- 4. Place virtualobjects in the realworld Place virtualinformationonrealworld object
- 6. 60’s: IvanSutherland HMD* * HeadMounted Display
- 7. 90’s: Boeing & Hollywood 1984 John Connor? 1990 Tom Claudell, Boeing: Digital HMD to guideworkersthrough assembling electricalwires in aircrafts
- 8. 2000: Lift off 2004 MIT, Tracking 3D-markers with mobile phone 2007 Saatchi & Saatchi: First mobile phonebased AR advertisingapplicationfor Wellington Zoo
- 9. VirtualReality is hot: 3D, newvirtualworlds, bewhoyou want to be
- 10. VirtualReality is hot: 3D, newvirtualworlds, bewhoyou want to be Hellothere 2000
- 11. AugmentedReality VirtualReality is hot: itenhanceswhat we see and experience in the REAL world
- 12. AugmentedRealitybridges the gap between Offline and Online
- 13. Why the sudden shift? New Technologies Full feature phones Camera, GPS, Compass,…
- 14. Different Types Geolocation: GPS, Compass, Accelerometer Marker-based: Camera reads marker Markerlesstracking: Camera reads image
- 15. Geolocation
- 17. MarkerlessTracking + Google Goggles http://www.youtube.com/watch?v=tl2MV8AtvQg
- 18. Whyshould I care? Games & Gimmicks Help Advertising DetailedInformation
- 19. Games & Gimmicks Cannonballz(http://www.youtube.com/watch?v=KMKv3tk2Rys) Project Natal Total Immersion TOPPS 3D Live Trading cards (http://www.youtube.com/watch?v=I7jm-AsY0lU)
- 20. Help The USPS (http://www.youtube.com/watch?v=WpS3LeCiCtc) BMW Training (http://www.youtube.com/watch?v=P9KPJlA5yds) RayBan Virtual Mirror
- 21. Advertising Saatchi & Saatchi Toyota Auris(http://www.youtube.com/watch?v=Yjkkimxq3hY) Mini Cabrio, BMW Z4, Toyota iQ Fanta Virtual Tennis (http://www.fanta.eu/) Doritos (The world’s largest AR experience, by Cubocc) (http://www.youtube.com/watch?v=jZmG0ztaekc)
- 22. DetailedInformation Google Goggles ING: ATM locator Lego Navigation
- 23. Examples AwarenessCampaign Live Interactive Billboard againstAggression (Amsterdam) http://www.youtube.com/watch?v=uDTdHG_FytM Total Immersion (Commercial AR projects) http://www.youtube.com/watch?v=yAvR2dJvZCc Project Natal Xbox 360 + Motion sensor that makes use of Biometrics and face recognition software http://www.xbox.com/en-us/live/projectnatal/
- 24. Future? AR in a Contact Lens http://spectrum.ieee.org/biomedical/bionics/augmented-reality-in-a-contact-lens/0
- 25. Future? Mobile Advertising Education Social …
- 26. Primarydriversbehind interest in Mobile AR Mobile Gaming Location-based Search Ad-networks! Juniper Research
- 27. Ad-networkswillbeattractive to brands and advertiser Real-TimeAdvertising LeadGeneration Brand opportunities
- 28. EducationalOpportunities Training (BMW, US Military,…) Extra informationwhileon field trips
- 30. Spill your guts