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
Projection based 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?
Here’s our daily recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. From Marketing Land: U.S., Euro Governments Seize 132 Domain Names Selling Counterfeit Goods For the third consecutive year, websites selling counterfeit products online have been seized on Cyber Monday, the day generally thought to be the busiest online shopping day of the year. The U.S. Immigration and Customs Enforcement (ICE) announced today that 132 domain names have been seized this year in two campaigns known as “Project Cyber […] Political & Weather Sites See Big Traffic In October [comScore] With Hurricane Sandy ravaging the East Coast, and the Obama-Romney election dominating national news attention, weather- and political-related websites saw big gains in traffic during October. That’s according to comScore’s Top 50 U.S. web properties list for the month. Websites in comScore’s Political News category … [Read more...] about Marketing Day: November 26, 2012
Google Maps has conquered the great outdoors. Its Project Tango is an effort to do something even more ambitious for indoor location and other physical spaces. Tango goes beyond 2-D mapping and extends into the creation of 3-D imagery, Virtual Reality (VR) and Augmented Reality (AR). Tango is a way, using computer vision, to digitally recreate the physical world and make it available for a wide range of uses. The project has been around and known among developers since roughly 2014, but according to Bloomberg, Google is ramping up Tango and will feature it prominently at Google I/O this week: The company plans a big expansion of the technology this year and ultimately wants to make it ubiquitous, according to a person familiar with the situation. Job postings and recent updates to Tango’s developer software show steps toward this ambitious goal. Google will showcase progress at its I/O developer conference near its Silicon Valley headquarters May 18 to 20. VR and AR are very hot … [Read more...] about Google to showcase Project Tango indoor mapping and VR/AR platform at Google I/O
Google Glasses aren’t the only Heads up Display that Google will likely use or demonstrate. Imagine that Google acquired technology that let you use your gaze as a mouse, and tracked your eye movements to see what you are looking at. Google has acquired such technology. Google buys Eyefluence eye-tracking startup. Here is a pair of eye tracking glasses that Eyefluence has patented: I looked up the granted patents and pending patent applications from Eyeinfluence. Some of these have the same name and are possibly continuation patents (with different claims). I’m seeing differences in the claims that are worth comparing to see how the technology behind them has been updated. With Google looking at Virtual Reality applications and likely more Augmented Reality applications, it’s good seeing them investing in other related technologies. Granted Patents Systems and methods for identifying gaze tracking scene reference locationsInventors: Nelson G. Publicover, William C. … [Read more...] about Google Acquires Eye Tracking Startup Eyefluence and its Technology