Augmented reality (AR), best characterized by a real-time blending of virtual objects into real-world settings, is no longer science fiction.Now accessible by most smartphone cameras, AR has made the move to the mainstream.And brands have taken notice.Deloitte identified that almost 90 percent of companies with annual revenues of $100 million to $1 billion are now leveraging AR or VR technology. For smaller firms, a poll conducted by Purch revealed that 10 percent of marketers utilize AR, and 72 percent are planning to in the coming year.AR can do so much more than simply entertain.Early adopters have firmly established AR’s potential. Not only as a marketing channel but as a brand differentiator. It allows a new level of convenience, speed and can leave a lasting brand impression.Tony Effik, CSO at Publicis Modem, commented:“AR has the potential to provide consumers with an experience they want and they will tell their friends about.”But beware. AR ≠ Physical + … [Read more...] about Augmented Reality Marketing: Moving From Gimmick to Strategy
Best augmented reality companies
Summer 2016 seems like a lifetime ago, doesn’t it? Barack Obama was president, the Chicago Cubs were carrying on their 108-year losing streak and swimmer Ryan Lochte was busy fabricating a story about getting robbed at gunpoint while representing the US at the Rio Olympic Games. One of the biggest digital stories to come out of last year was the meteoric rise of Pokémon Go. The mobile game brought augmented reality (AR) to the masses and effectively demonstrated the technology’s potential as a new platform for customer engagement. Pokémon Go disappeared from the limelight almost as quickly as it appeared, solidifying its place as a pop culture curiosity that will almost certainly be covered in an “I Love the ’80s”-esque retrospective 20 years from now. Pokémon Go’s story may be over for most, but what about its underlying technology? How has that fared over the past 12 months? Well, augmented reality isn’t just for … [Read more...] about Augmented Reality: Where are we now, and what does it mean for marketers?
Google Glass, the wearable computing system that’s still months away from being delivered to early developer industry buyers, has made TIME magazine’s list of the best inventions of 2012. It joins an interesting list of items that includes indoor clouds, a toy that turns an iPhone into a virtual dog and the Mars Curiosity rover. In its short writeup, TIME says Google Glass will make augmented reality mainstream: Glass is, simply put, a computer built into the frame of a pair of glasses, and it’s the device that will make augmented reality part of our daily lives. With the half-inch (1.3 cm) display, which comes into focus when you look up and to the right, users will be able to take and share photos, video-chat, check appointments and access maps and the Web. Consumers should be able to buy Google Glass by 2014. Before hitting that 2014 consumer delivery estimate, Google must first ship Google Glass to the couple thousand people — mostly developers — that … [Read more...] about TIME Names Google Glass A Best Invention Of 2012
Snap Inc.’s freshly unveiled video-recording glasses, Spectacles, are like a pair of bifocals for the future of the company that owns but is no longer limited to Snapchat. The face-cameras appear to bring into focus how Snap Inc. is preparing for the future while also trying to secure its present opportunity. Future-wise, it’s easy enough to squint and picture an eventual edition of Spectacles that features augmented reality lenses. The glasses’ cameras would be able to take in a scene and use object-recognition technology to detect things in view and change them, an evolution of what Snapchat’s facial-recognition technology already does with lenses. People could share these augmented images to Snapchat, like they already do, but they could also be projected onto Spectacle’s physical lenses, fulfilling the promise of Google’s Goggles, Yelp’s Monocle and Magic Leap’s teaser videos. Switching to the present perspective, the initial version … [Read more...] about With Spectacles, Snap Inc. eyes augmented reality future, raw reality present
Virtual Reality and Augmented Reality, often referred to together as Altered Reality, have started to really dominate the discussion when we talk about how the internet will be used and presented to us in the near to distant future. So What is the Difference Between VR and AR? Augmented.com summarizes this nicely, stating that “Virtual Reality offers a digital recreation of a real life setting, while augmented reality delivers virtual elements as an overlay to the real world.” Virtual Reality offers a digital recreation of a real life setting, while augmented reality delivers virtual elements as an overlay to the real world. “We had to rethink phones as a company. VR is more important.” This is a quote by HTC’s CEO Cher Wang earlier this year and is something you can see a number of major players in the technology and online space embracing more and more. Companies like Oculus Rift have launched wearable VR devices that allow us to enter into an entirely … [Read more...] about 6 Brands Using Altered Reality in their Marketing Campaigns