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 of augmented reality
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?
These are interesting times for voice search, both in terms of its adoption among consumers and its technological development. We have moved beyond seeing voice search as a futuristic concept with rather limited and stilted realization, to viewing it as an increasingly integral part of our interactions with home and handheld devices. However, voice search brings with it a lengthy list of questions for technology providers, consumers, and marketers alike. If we are indeed at something of a crossroads for this technology, it seems a good time to address these questions, giving particular thought to how the landscape will change over the next few years. These questions include, but are certainly not limited to: What types of queries are best suited to voice search? What do people use voice search for? How will voice search be monetized? How will voice search performance be tracked? Is voice search really the end-game for Google, Amazon, et al? Or is it rather a means to an … [Read more...] about “Ubiquitous and seamless”: The future of voice search
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
In 2008, TinEye became the first image search engine to use image identification technology, and in 2010, the Google Goggles app allowed users to search the physical world with their phone cameras. But in the last couple of years, visual search has come into new prominence, with companies like Pinterest and Bing developing into serious contenders in the visual search space, and search engines like Splash conceptualising new ways to search the web visually. We now have an impressive range of visual search methods available to us: we can search with images, with part of an image, with our cameras, with paint on a digital canvas. And combined with applications in ecommerce, and recent advances in augmented reality, visual search is a powerful tool with huge potential. So what can it do currently, and where might it develop in the future? Then and now: The evolution of visual search Although the technology behind image search has come on in leaps and bounds in the past few years, … [Read more...] about The new wave of visual search: what it can do, and what might be possible