Augmented RealityIvan Vukovic

11/23/09COM 495

What is AR?

How does it work?

LocFinder

•Location finder compass integrated with augmented reality

•Find where you parked your car, how far away your house is, or how to get to a point where you plan to meet someone.

•Operated by wikitude.me

•Geo-tagging the world

•Launched Summer ‘09

Yelp •Overlays Yelp member reviews onto buildings

•The second iPhone application to utilize augmented reality after Metro Paris

•Presents information about restaurants/commercial locations

•Utilizes “layers” to allow users to filter what it is they are looking for

•Has over 230 layers, only 26 of which are aimed at tourists.

What can you integrate with it?

http://www.youtube.com/watch?v=rA4uB-Jg2Xo&feature=player_embedded

Bruce Braun, CEO of Agent-M, moderated the “Measuring Mobile—Exploring the Metrics” panel at ad:tech New York

Because of some of the challenges on mobile, it has allowed advertisers to keep messages fairly simple, with a single frame, and that tends to resonate well with the audience. In fact, mobile advertising is 3X-to-5X more effective compared to online advertising.

What are businesses doing with this?

Examples:

Nike ‘T90’ football boot launch in Hong Kong, Q3 2008, McCann Erickson Hong

Kong and The Hyperfactory.

Fanta ‘Play’ tennis game in Europe, Q1 2009, Ogilvy UK and The Hyperfactory.

The Ford Ka launch in Europe, Q1 2009, Wunderman.

WWF China, Q2 2009, BBH China and Qdero.

Bringing objects to life

Discussion Questions

1. When it comes to searching for restauraunts/places to go, do you prefer traditional third-person search perspectives (i.e. Google Maps, UrbanSpoon) or AR?

2. How practical/worthwhile is it for businesses to start putting physical markets on products/places?

3. Would you pay for a universal marker readers that can scan all brands of AR markers?