Archive for October, 2009

Augmented Reality will dominate the press in 2010

Friday, October 2nd, 2009

Augmented reality (AR) is a term for a live view of a physical real-world environment whose elements are merged with-, or augmented by virtual computer-generated imagery. The augmentation is often done in real-time and in context with environmental elements. Pretty much like the red line drawn on your TV during a football game.

Augmented Reality Application

Augmented Reality Application

When executed well, AR technology the information about the surrounding real world of the user becomes interactive and digitally usable.

What makes this so cool for a mobile environment is the fact that augmented reality, will further blur the line between what’s real and what’s computer-generated.

Two companies are currently leading the way in this arena: www.layar.com from the Netherlands, and Austrian Mobilizy with their Wikitude (www.wikitude.org) browser. It comes as now surprise that both companies are led by mobile experts. This is clearly mobile 4.0 stuff. If you have the time, make sure you check out this video:

Layar Augmented Reality Video

Play around with both applications on your android phone they will blow your mind away. The applications are endless, and of course fascinating for marketing as well. Today Smaato already delivers 1.2 billion real-time ads to many publishers around the globe every month. Most of these ads are targeted based on carrier and country. In a true AR environment ads could be much more relevant by adding the location and category to the ad request. For example: the ad request could contain a specific location, and the category “travel”. Submitting information like this to a premium ad network such as Quattro or Advertising.com would lead to a significant increase in eCPM prices.

In general, I believe that AR will be huge game changer in terms of interface design. Yes, it is true that many of these functionalities are already available in other forms, but to me AR is a brilliant interface that visualizes information for consumers in an easy to digest format.