Augmented reality is the ability to insert an overlaid digital and virtual information into the real world. Itâ€™s like browsing â€śLifeâ€ť like youâ€™re browsing the web. One of the common ways of doing this is through smart phone technology.
It might seem revolutionary but the first real world application was the heads up display in fighter jets; where symbols are projected onto a transparent glass screen which takes away the distraction of looking at gages and allow pilots to aim their weapons better.
Heads up displays eventually made its way to eye glasses with Google Glass and automobiles with BMW as one of the pioneers. Information such as speed or navigation is projected from a console on the dashboard onto the glass.
One of the most impressive uses of augmented reality is in gaming especially with the announcement of Microsoft Hololens. With the use of sensors and hardware to scan the room youâ€™re in, the Hololens creates images based on your physical space. You can interact with these images, and see them from different angles using the Hololens headset.
With the development and technology, the potential is endless. Augmented reality is certainly a way to ease activities such as travelling and shopping and can even be applied into medicine and education.
Augmented Reality in Marketing
AR is becoming very popular as a marketing medium and way to drive people to advertising and engagement. Many brands have adopted this new marketing strategy because the whole point of augmented reality is about visions regardless of the medium, mobile phone or glasses for example.
Here are some benefits for marketers:
- AR is new and different: Any brand that adopts AR in its strategy will be surely exciting and intriguing. Since the field of AR is being explored, the work done is likely to achieve higher exposure.
- Personalization: uploading a brandâ€™s own content helps to create a highly personalized piece of media for the user. The relation comes directly to the user, which is likely to be far more engaging than a simple video or image.
- The â€śViralâ€ť effect: the novelty factor plays a major role to enhance the userâ€™s desire to share the creation with people.
- Interactivity: the content created holds an element of surprise that allows augmented reality to be fun and entertaining. It also stimulates people to do their own versions of AR with available apps that allow them to do so.
No doubt that the technology will develop to be a component in marketing campaigns and will take mobile technology to a next level. In conclusion, when real reality is not sufficient, and virtual reality is extravagant, augmented reality should be just right.
Written byÂ Christine Abdel Massih