ݺߣ

ݺߣShare a Scribd company logo

Augumented Reality trends

•Download as PPTX, PDF•
•
Alexander Vyatkin
Alexander Vyatkin

Augmented reality has evolved from early science applications in the 1950s to modern uses of video tracking and virtual object overlay. It works by combining real-world video with interactive virtual graphics. In marketing, AR can be used to visualize product features, engage customers, add gamification, and provide additional information. The customer journey with AR includes awareness through viral effects, consideration due to the "wow factor", online product evaluation, and follow-up retention efforts. Common applications include digital out-of-home installations, web projects, and mobile apps using printed markers. Future developments may include improved image and object recognition on smartphones and wearable AR glasses.

1 of 11
Augmented Reality Trends
History  From 1957 as science application  90’th as complex engineering software for modeling and 3D graphics  1999 ARToolKit as a birth of modern AR
Principles  video capture tracking of the real world to combine with the interaction of virtual objects Needed: 1. Reality 2. Marker 3. Screen 4. AR logic and graphics
Usage in marketing  Visualization of product features  Consumer engagement  Gamification  Additional information placement
Customer journey  Awareness – through viral effect  Consideration – WOW factor attention  Inquiry – online product evaluation  Purchase – POS installation  Retention – follow-up attention
Typical Cases  DOOH Interactive Installations  Web projects  Mobile Apps
Mobile AR 1. Mobile device 2. Application 3. Print as a marker:  Magazine and newspaper  Indoor and outdoor prints  Billboards
Possible limitations  Mobile Platform  Screen Size  Graphic Complicity  Internet Connection  Social acceptance
Cases  http://vimeo.com/50638914 WonderBra  http://vimeo.com/38579277 Coffe House  http://vimeo.com/32153441 VW  http://vimeo.com/33790882 Lacta  http://www.youtube.com/watch?v=QQ8HNXtl7jQ IKEA  http://www.youtube.com/watch?v=2pjpQRiIgTs Viking
Futurism “The next big thing in AR will still be via smartphones, and we will see developments in the field of image, object, color recognition. <…> Also, location layers and image recognition might merge to give users a more wholesome experience. In terms of beyond mobile, I do believe an AR eye-lens and glasses will evolve, but the gear needs to be lightweight, attractive and comfortable to wear.”
Alex Vyatkin Account Director 2Nova Interactive +79216577888 alex.vyatkin@2nova.ru

More Related Content

Augumented Reality trends

  • 2. History  From 1957 as science application  90’th as complex engineering software for modeling and 3D graphics  1999 ARToolKit as a birth of modern AR
  • 3. Principles  video capture tracking of the real world to combine with the interaction of virtual objects Needed: 1. Reality 2. Marker 3. Screen 4. AR logic and graphics
  • 4. Usage in marketing  Visualization of product features  Consumer engagement  Gamification  Additional information placement
  • 5. Customer journey  Awareness – through viral effect  Consideration – WOW factor attention  Inquiry – online product evaluation  Purchase – POS installation  Retention – follow-up attention
  • 6. Typical Cases  DOOH Interactive Installations  Web projects  Mobile Apps
  • 7. Mobile AR 1. Mobile device 2. Application 3. Print as a marker:  Magazine and newspaper  Indoor and outdoor prints  Billboards
  • 8. Possible limitations  Mobile Platform  Screen Size  Graphic Complicity  Internet Connection  Social acceptance
  • 9. Cases  http://vimeo.com/50638914 WonderBra  http://vimeo.com/38579277 Coffe House  http://vimeo.com/32153441 VW  http://vimeo.com/33790882 Lacta  http://www.youtube.com/watch?v=QQ8HNXtl7jQ IKEA  http://www.youtube.com/watch?v=2pjpQRiIgTs Viking
  • 10. Futurism “The next big thing in AR will still be via smartphones, and we will see developments in the field of image, object, color recognition. <…> Also, location layers and image recognition might merge to give users a more wholesome experience. In terms of beyond mobile, I do believe an AR eye-lens and glasses will evolve, but the gear needs to be lightweight, attractive and comfortable to wear.”
  • 11. Alex Vyatkin Account Director 2Nova Interactive +79216577888 alex.vyatkin@2nova.ru