Augmented Reality (AR) in simple terms, is the art of super-imposing computer generated images over a live view of the real world – augmenting reality.

Augmented reality (AR) adds graphics, sounds, games, video, audio, GPS over the top of real life images provided by Apple’s iPhone and iPad and phones using Google’s Android operating system. Essentially it enables us to deliver information and engaging entertainment in a real world context.  The idea is straightforward enough: take a real-life scene, or (better) a video of a scene, and add some sort of explanatory data to it so that you can better understand what’s going on, or who the people in the scene are, or how to get to where you want to go.

Augmented Reality - a whole new world

Augmented Reality (AR) is being driven by the new smart phone technology and by the gaming world of graphics.  Here at The Product Marketing Company we’re seizing this brave new world of opportunities with both hands, and our clients are reaping the benefits.

How can Augmented Reality (AR) help in marketing?

In simple terms the majority of sales are made emotionally. 90% of emotion is driven by sight. Augmented Reality (AR) is everything to do with the enhancement of vision, of what we see in our everyday lives.  Augmented Reality (AR) will be used in televisions, in cars, in store. In marketing terms Augmented Reality (AR) gives vision the sensory chance to explain a story, play a game or demonstrate a product in a way that is more engaging than ever before. Customers that are engaged visually and emotionally are 8 times more likely to buy your brand over another.

The main benefits of Augmented Reality(AR):

1. Augmented Reality(AR) is innovative – it is leading edge, it is new. The novelty factor is currently very high. Brands that follow the lead of companies like Benetton and Adidas and use Augmented Reality (AR) will get bigger and better exposure.
2. Active Engagement – Each user’s sensual experience is personal to them. What they see and feel will be personal to them. Their brand experience will be more memorable, lasting and engaging.
3. Viral Potential – Being remarkable sells. Standing out sells. Being talked about sells. For the right audience and with the right engagement, the opportunities for Augmented Reality (AR) to go viral are massive.
4. Content presentation – Augmented Reality (AR) allows brands to have their product and information accessed by their customers in a completely different way to before. With the development of apps, customers will be able have access to the finest quality information – 3D, video, audio, heads up displays! Is this the end of sales people as we see them??

Augmented Reality (AR) certainly makes sense for brands keen to engage with their customers on a different level, and to demonstrate products in a completely novel way.

So, exactly how does Augmented Reality (AR) work?  Augmented Reality (AR) is the process whereby your webcam, phone or ipad takes a picture of what is called a marker (eg, QR codes, bar codes etc) and that marker then generates a heads up display.

There are two types of Augmented Reality (AR) engagement:

1. Marker based – This is where you take a picture of a marker printed on a real world product like a direct mail piece or an advertisement. The marker holds information which then allows your hand held device to translate that information into the Augmented Reality (AR)   experience.
2. Positional based – This is based on where you are located (GPS setting) and where you are pointing your hand held device. Dependent on where you point the computer within your device will super-impose images on top of the real world image to provide the Augmented Reality experience.

Technological developments in the world of Augmented Reality (AR) are radically changing the way physical and digital worlds interact. With media and marketing moving ever closer with technologies that feature (and often reward) user engagement and user creation, Augmented Reality (AR) will directly lead us into a new and exciting era of active and reactive brand communication and experience.