New Trend: Augmented Reality

Unlike virtual reality, augmented reality does not create a simulation of reality. Instead, it takes a real object or space as the foundation and incorporates technologies that add contextual data to deepen a person’s understanding of the subject. For example, by superimposing imaging data from an MRI onto a patient’s body, augmented reality can help a surgeon pinpoint a tumor that needs to be removed. In this case, the technology used might include headgear worn by the surgeon combined with a computer interface that maps data to the person lying on the operating table.

When it comes to consumer use, emerging augmented reality applications are based on two approaches:

1. Printed codes – Users hold up a specially coded printed sheet in front of a webcam or video camera and a computer monitor. The code is translated and a holographic 3D image, that can be rotated and manipulated, is displayed.

2. Mobile devices – Users hold up their smart device to view a physical environment – a park, a city street, or a subway station. Multiple layers of information are overlaid on the phone’s screen – the available real estate, nearby bars and restaurants, etc.

There are dozens of video examples of how companies have used augmented reality for different applications – automotive, military, medicine, industrial, etc. We chose three that show how it can be applied in advertising.

Example #1: Papa John’s (click here to activate video)

By placing a code on their pizza box, Papa John’s has integrated their online and offline advertising strategies. The code takes customers on an “augmented reality road trip”, allowing users to drive a 1972 Camaro. Papa John’s offers and promos are seen alongside the road throughout the ride.

Example #2: GE (click here to activate video)

General Electric uses augmented reality to let users experience the power of their smart grid technology. The digital hologram brings the smart grid concept to life.

Example #3: Layar (click here to activate video)

Layar uses a cell phone camera and GPS capabilities to gather information about the surrounding area. It then shows information about restaurants or other sites in the area by overlaying them on the phone’s screen. When the phone is pointed at a building, Layar can show if any companies in that building are hiring or locate the building’s history on Wikipedia. Originally available in the Netherlands only, Layar is now also available to US Verizon customers who own Droid phones.

There are similar applications available for use on other smart phones. The Yelp app, for example, has an augmented-reality component called Monocle. It is activated when iPhone 3GS users start up their Yelp app and shake their phone three times. Monocle uses iPhone’s GPS and compass to display information, including distances, ratings and reviews, about local restaurants.

Limitations and Future Implications

Augmented reality is an emerging technology and as such, faces challenges that need to be overcome in order to achieve wider use. Some of the challenges/limitations are:

– Many augmented reality projects rely on specific or customized hardware and the mechanisms that correlate data added by technology with the real world are often technically complex. Despite the overall decrease in hardware costs, augmented reality projects can be expensive to develop and maintain.

– GPS is only accurate to within 30 feet and doesn’t work as well indoors. Developers are working to improve image recognition technology, which may be able to help.

– Cell phone screens may be too small for people to rely on. For that reason, augmented-reality enabled contact lenses and glasses will provide users with more convenient, expansive views of the world around them.

– Information overload and an overreliance on augmented reality could cause people to miss out on what’s right in front of them. Some people may prefer to use their augmented reality smart phone applications rather than an experienced tour guide, even though a tour guide may be able to offer a level of interaction, an experience and a personal touch unavailable in a computer program. Also, there are times when a real sign on a building is preferable to a virtual one, which would be accessible only by people with certain technologies.

– As with many web applications lately, there are privacy concerns. Image-recognition augmented reality applications will allow us to point our phones at total strangers and instantly see information from their Facebook, Twitter, LinkedIn or other online profiles. Although people willingly put information about themselves online, it could be unpleasant to meet someone and have them instantly know so much about our life and background.

Despite the limitations and challenges, augmented reality will change the way we perceive and experience the world around us. As it relates to advertising industry, augmented reality’s evolving functionality will create even more powerful opportunities to integrate print and digital campaigns, support point of purchase sales, and introduce innovative product placement ideas.