It’s fast becoming marketing’s latest buzz phrase, but what exactly is augmented reality, and what is its potential? The phrase has been around since the 90s, but has been regarded as a form of science fiction rather than a marketing tool. Now that is changing.
1 Simply, augmented reality is the merger of the real, physical world and computer-generated data (or virtual reality). This new technology blurs the line between what’s real and what’s computer-generated by enhancing what we see around us. A basic example is that of a tourist in a foreign city pointing a smartphone at a museum and receiving on-screen information detailing opening hours, exhibitions and entrance fees; a recent iPhone application directs users in New York to the nearest subway station for every train line relative to their position. If augmented reality navigation can progress at the same feverish development pace as the rest of the app world we could all be holding our phones in front of our faces like spyglasses.
2 Video games will drive the online development of augmented reality, but this technology will have countless applications. Adrian Roche, digital lead at OgilvyOne Japan, says that the technology can theoretically function on “anything with a decent processor”, including sophisticated mobile handsets such as the iPhone and computers (a solid broadband connection is also essential). Users must first download supporting software. The user presents an object or printed sheet, prompting the application to appear on-screen. Amnesia Group founder Iain McDonald notes that with software designed to search for a specific image, the technology requires less sophistication than a QR code. “You just need a recognisable, high-contrast shape or series of shapes,” he says.
3 The potential for brands to engage consumers is considerable. “I think this is the missing link [marketers] have been looking for,” Roche says, pointing out that it enables users to experience a product free of charge in a real-life situation relevant to their needs. He cites a US campaign by Home Depot that enables users to visualise a room in their home in different paint colours. “You get to experience things very closely. People are able to make a much more educated decision because they can see the product in their own universe.”
The main advantage of augmented reality is that it can offer a level of enjoyment and participation not previously present in advertising campaigns, complementing above-the-line work. While there have so far been few examples of augmented reality in Asian marketing, notable US and European campaigns include Fanta’s Bluetooth-enabled virtual tennis and BMW’s Z4 in 3D, which sees users control the car from their keyboard to drive around on an onscreen image of their desk.
“It’s another tool to get people to interact. It’s not just about having a 3D product on a screen, but creating branded games,” advises Michael Keferl, director of C-Scout Japan, a trend consultancy.
4 While the prospects are exciting, it will be some time - at least two years - before augmented reality is refined into a readily applicable marketing discipline, according to Gregory Birge, managing director of F5 Digital Consulting.
Whether it will live up to its potential remains to be seen, particularly in Asia, where Roche says clients are in need of education to appreciate the medium fully. And although McDonald says there are no major technical challenges to building an augmented reality campaign, he points out that not all users have the necessary equipment — such as a webcam or powerful smartphone = to make use of the technology. In addition, markets such as Japan, despite being open to the concept, are likely to be held back by inconsistency of standards between handset makers, according to Jonny Shaw, partner at Naked Tokyo.
Birge cautions against premature over-enthusiasm for something that is currently little more than an amusing diversion.
“Innovation is good, but at the moment it brings fun with no real benefit,” he points out, explaining that many companies will be wary of investing what can amount to significant sums in an unproven technology.
What it means for…
Advertisers
- The technology offers a memorable way to capture audiences’ attention — if nothing else, the novelty factor of augmented reality will make a campaign seem cool and futuristic.
P Augmented reality should be approached in the same way as mobile applications. The most effective campaigns will be those that provide a service to users.
Digital agencies
- The technology used to create these campaigns is not especially sophisticated, as much of the digital coding comes from open-source logarithms. Instead, prepare to spend an arduous amount of time on the Flash programming in order to create an in-depth campaign.
- Augmented reality campaigns are bound to run into technical problems on the users’ end. Among the common hurdles are poor lighting that hinders webcams from picking up shapes, and the need for a speedy web connection to view campaigns adequately.
Got a view?
Email feedback@media.asia