Augmented Reality

The concept of Augmented Reality (AR) is the source of much speculation in regard to the use it may have for marketing and more specifically the exciting possibilities  it has for mobile marketing. Initially, the term ‘augmented reality’ originated from an artwork by Jeffrey Shaw in which a golden calf appears as a virtual 3D sculpture on a portable LCD display which the observer holds in his hands and with which he can freely move around an empty pedestal standing in a room. This real pedestal has a virtual counterpart which serves as the rest for the golden calf in the digital demonstration. The portable display is equipped with a tracking system so that the virtual perspective from which the observer sees the golden calf on the monitor corresponds to its distance and position relative to the real pedestal in the exhibition room. Mirror images of the real exhibition room also appear on the shining surface of the virtual sculpture. These were made using digitised versions of photographs of the surroundings. They are reproduced on the calf in real time in accordance with the movements in the room. The real-space actions of the observer affect the virtual representation of the room and become and the observer is seen as dancing around the virtual idol.

Augmented Reality is a live view of a real-world environment where details, larger areas, shapes or images are added through computer-made imagery.  In short, Augmented Reality is a concept of layering computer-generated images over a real-world environment, consequently creating an “augmented” reality.

The technology as such has been around since around 1990, but is gaining extra force as mobile devices and hardware are catching up with the technology itself.  Some Augmented Reality features in combination with mobile devices are actually already in use, mostly in satellite navigation. Satellite navigation is a good example of future marketing; consider the services offered by GPS, Galileo and GLONASS satellite positioning systems. Already ads are appearing from the makers of the systems, but it is surely only a question of time until more advanced marketing campaigns will be seen on the navigation screens.
There are quite a number of applications around the concept of Augmented Reality together with satellite positioning functionality for Android, iPhone and some other devices.  One certain Android-based tool uses Augmented Reality and the user’s location to direct the user to Metro stations in Paris. You can turn on the video camera on the phone and a layer is shown on top of the real-time image displaying directions to the nearest Metro station as the user walks the streets.

Making it possible for people to point camera-phones to an object, take a photo, and be offered data linked to the photo is a great possibility for marketing. However, Augmented Reality takes this one step further by adding support for real-time hyperlinks and other data to be connected to a picture or video taken in real-time.

The would-be effects of AR and marketing are a thrilling opportunity, and the possibilities are huge. The technology is still very much evolving and shows no sign of slowing down. Whichever way it will evolve from here, it is certain to play a major role in mobile as well as general marketing, not to mention the implications for the mobile industry itself.

Image by planspark

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