The Marketing Potential of Augmented Reality
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Mobile analysts expect Augmented Reality to be adopted by a billion users by 2020. What's Augmented Reality exactly? Why is it booming now? By presenting the technology and a few case studies, we will try to understand why brands are more and more adopting AR technology to increase performance of ads, sales and consumers' engagement. For any further information, please contact Jonathan Nyst: j.nyst@bigbadwolf.be / twitter.com/BaboonSlayer
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The Marketing Potential of Augmented Reality
- 1. THE MARKETING POTENTIAL OF AUGMENTED REALITY
- 2. ABOUT ME
- 3. WHAT’S AUGMENTED REALITY (AR)? THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 4. THE LIVE VIEW OF A REAL-WORLD ENVIRONMENT WHOSE ELEMENTS ARE AUGMENTED BY COMPUTER GENERATED CONTENT. THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 5. THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 6. THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 7. THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 8. WHY IS IT BOOMING NOW? THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 9. 1968 THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 10. 2014 THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 11. BETTER & FASTER SMARTPHONES WILL HIGHLY TAKE PART IN THE FORTHCOMING YEARS TO THE HUGE DEVELOPMENT AND POPULARIZATION OF AUGMENTED REALITY. THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 12. 2014 THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 13. WHAT KIND OF CONTENT? THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 14. SOUNDS THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 15. VIDEOS THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 16. GRAPHICS THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 17. HOW TO TRIGGER THE CONTENT? THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 18. MARKERS THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 19. THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 20. CASE STUDIES & MARKETING PURPOSES THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 21. ZOMBIES FROM HELL THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 22. HELL PIZZAS MARKETING GOALS: ENGAGE THEIR CUSTOMERS CAPTIVATE THE AUDIENCE INSPIRE BRAND LOYALTY DRIVE SALES THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 23. ZOMBIES FROM HELL THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 24. SAYDUCK THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 25. SAYDUCK MARKETING GOALS: BOOST ITS GROWTH GAIN ATTENTION ATTRACT INVESTORS DRIVE SALES THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 26. SAYDUCK THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 27. CONSIDER THE MARKETING IMPACT OF NOVELTY: YOU CATCH MORE FISHES WHERE THE FEWER GO. THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 28. OTHER MARKETING BENEFITS: INNOVATIVE WORD-OF-MOUTH CONSUMERS’ ENGAGEMENT BRAND LOYALTY SALES INCREASE SHAREABILITY THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 29. PROMISING FIELDS OF APPLICATION THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 30. PROMISING FIELDS: NAVIGATION SIGHTSEEING MILITARY ENTERTAINMENT MEDICAL MAINTENANCE GAMING ADVERTISING & PROMOTION THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 31. THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 32. PROMISING FIELDS: NAVIGATION SIGHTSEEING MILITARY ENTERTAINMENT MEDICAL MAINTENANCE GAMING ADVERTISING & PROMOTION THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 33. THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 34. PROMISING FIELDS: NAVIGATION SIGHTSEEING MILITARY ENTERTAINMENT MEDICAL MAINTENANCE GAMING ADVERTISING & PROMOTION THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 35. THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 36. SO, WHAT’S COMING? THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 37. MOBILE ANALYSTS EXPECT AUGMENTED REALITY TO BE ADOPTED BY A BILLION USERS BY 2020. THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 38. INTEL IS BETTING THAT AUGMENTED REALITY WILL BE BIG AND IS INVESTING $100 MILLION OVER THE NEXT 2 TO 3 YEARS TO FUND ARRELATED COMPANIES. THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 39. APPLE HAS BEEN AWARDED A U.S. PATENT ‘SYNCHRONIZED, INTERACTIVE AUGMENTED REALITY DISPLAYS FOR MULTIFUNCTION DEVICES’. THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 40. WHEN THE AUGMENTED REALITY INDUSTRY TAKES OFF, A TRILLION DOLLAR MARKET WILL OPEN UP FOR ANIMATED CONTENT, SERVICES AND SPECIAL EFFECTS. THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 41. AUGMENTED REALITY WILL GROW FROM SPECIFIC VERTICAL USES TO MASS MARKET APPEAL. THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 42. ENRICHED / AUGMENTED ADVERTISING NETWORKS THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 43. BRANDS ARE ADOPTING AUGMENTED REALITY TECHNOLOGY TO INCREASE PERFORMANCE AND SALES. THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 44. THE SKILLS YOU NEED FOR EFFICIENT AR? THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 45. YOU NEED FORWARD THINKING: DEVELOPERS 3D ARTISTS UI DESIGNERS DIGITAL STRATEGISTS UX SPECIALISTS AUDIOVISUAL PROFESSIONALS THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 46. HOW TO USE AR FOR MARKETING SUCCESS THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 47. HOW TO USE AR FOR MARKETING SUCCESS: KNOW YOUR CUSTOMERS AND MEET THEIR NEEDS TEAM UP WITH EXPERIENCED PARTNERS USE AR TO IMPROVE CUSTOMER EXPERIENCE DON’T LOSE HEART THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
- 48. TIME FOR YOUR QUESTIONS THE MARKETING POTENTIAL OF AUGMENTED REALITY – DMForum / Big Bad Wolf
Notas del editor
- What I want to do today is to present what’s Augmented Reality and try to make you see the potential of the technology. There are many reasons why it is booming now, and why now is the perfect time to adopt Augmented Reality.With augmented reality, you can imagine a world where you can paint a message with the tip of your fingers anywhere you like and leave it there for your friend, or anybody else, to discover. You can imagine a world where you open your fridge, and you're given advises on what to eat because of your diet, or what recipe to cook with what you have in front of your eyes.Augmented reality is a very powerful tool, and there are tons of application you can think of.
- So, if you had to sum it up in one sentence, you can say that it's the live view of a real-world environment whose elements are "augmented" or "supplemented" by computer generated content. That computer generated content can be sound, video, graphics or even GPS data. So it's basically combining something virtual with something real.I'm quite sure you've all been subject to "augmented content" without necessarily calling in that way.
- If you're a soccer fan like I am, you've certainly seen lines being drawn on your screen when, for instance, a football player is offside. That is augmented reality.
- You might also have heard of that mobile application where you point your phone at the sky and you can actually view the layout of the stars and planets in their locations, with their names and who knows what else on it.That is augmented reality.
- On recent car models with a camera in the back, when you try to park, you have lines drawing themselves and the ground and assisting you in your movements. That is augmented reality.So you see, though it is labeled as a part of the "new era" of digital marketing, augmented reality has been around for longer than people think. But there are very obvious rational reasons why AR is eventually reaching the mass market now.
- Augmented reality has been around in universities and in small gaming companies for nearly 50 years. In 1968 for instance, a guy named Ivan Sutherland built the first head-mounted display, long before Google even existed. It had mirrors in front of the person’s eyes and it allowed the user to see sort of virtual lines. Just for the story, it was nicknamed "The Sword of Damocles" because of how it looked on people when they were wearing it... So you see, if you need a super impressive device to trigger super not impressive content, things are not going to work. The obvious reason why the augmented reality hype train is now rolling is simple:
- For augmented reality to really "boom" on the digital marketing scene, we need two things: to have powerful and comfortable devices, and a set of potential adopters. The smartphone is the key device for augmented reality right now because it combines and compresses a lot of the functions from other computing devices into a single product. In due time, there is no doubt in my mind that wearable computing will eventually take a growing place. But still, just as TV did not replace radio, eyewear will never be as convenient as, let's say, a keyboard is for writing a book.
- So for now, the most logical approach is to focus on augmented reality with smartphones. We know eyewear technology is just around the corner, but the devices that will make augmented reality popular are smartphones. They will make augmented reality something "common", so that people will be perfectly ready for eyewear devices.
- But do know that for now, experiments with smart "contact lenses" have already been conducted. Some car manufacturers have already implemented augmented reality into their windshield. When you're on the road and you have your GPS on, the directions are actually shown on the roads themselves. You have warnings if you get too close to the car in front of you, or if someone is about to cross the street. It's the same of course with bike helmets.
- So, what kind of content can you trigger?Sounds, of course. When you go to the museum, wouldn’t it be convenient if you could just pull out your phone and listen to the explanations? Why give people yet another device when all they could do is take their smartphones out?It’s the same with sightseeing... Imagine walking around the Grand Place, or any historical place, and to have augmented sounds be triggered and giving you details about the place.There's also an application based on the Inception movie concept where you put your headset on and the microphone captures the environment sounds. If you walk into a quiet room, it will launch "dreamy" exclusive music from the movie's soundtrack.
- When you think of videos, there are lots of potential applications. Imagine you're in front a movie poster. Let’s say, "The Wolf of Wall Street" for instance. You point your smartphone at the billboard and suddenly Leonardo Di Caprio coming to life, talking to you and inviting you to go see the movie.The top right picture is another example. It’s a scene from the movie "28 days later" where the main guy walks into London after he woke up in the hospital. If you stand at the same place as where the movie camera was, it detects the landscape and launches the very same scene.You can of course "augment" print magazines where any traditional ad becomes interactive. You can make people see and interact with products in a whole new way! If you're advertising for a sports car, you'll be able to hear the engine or see it in action.
- With regards to graphics, it also comes to different applications. You have the mobile app I talked about earlier, where you can see the map of the sky with additional information. That's 2D graphics. But if you want to include 3D stuff, you can even go further. I'm sure you've all heard of IKEA and their application where you can visualize their furniture in your home? The furniture are not pictures taken, they’re actually 3D models. Adidas did something cool as well where users had to go to their website and hold their sneaker. And then a virtual world would pop out in front of people’s eyes.But how? How do you trigger the augmented content?
- To trigger the content, you need what we call a "marker". At this point, a marker can either look like a QR code which is very easy to recognize for any device. It becomes more interesting if the marker is a brand’s logo. It means you can bring content to people just by having them scan what defines a brand the most. Or it can be an object. And that's very cool. You could point your smartphone at a soda can and have the TV ad replayed in "live" and "real" in front of your eyes.That's also where I see that Augmented Reality is actually a step towards the "Internet of things"... If you can scan a fruit and your smartphone recognizes what fruit it is, you bring the fruit to the internet and you "interact" with it - as an object, with cloud data coming in your screen.
- Let's say you have a flat tire and you don't know what to do with it. Imagine that by scanning it, you can actually have all the instructions on how to change it appear on your screen and in augmented reality. It’s the same with any piece of engine.
- There are many reasons why brands could adopt AR technology, and the best way to prove it to you is to show you concrete examples of things that have been done.
- The Zombies from Hell application is the world-first 3D zombie shooter on a pizza box.
- Hell is a pizza manufacturing company, and they were looking for a new way to engage their customers, something to captivate the audience, inspire brand loyalty and drive sales. So they came up with the idea of how cool it would be to play a video game on a pizza box, and the only way to do it was to use augmented reality.With the game, Hell customers can win rewards such as free sides or free pizza; they can unlock levels with new zombies & new weapons; they can share their in-game achievements on social media.
- So the overall experience is new and entertaining for Hell's customers and it gives them incentives to come back for more. The game has been launched in New Zealand. It has a fantastic response and it’s being supported by a marketing campaign that engages Hell customers across a variety of both online and offline touch points. They also do in-store demonstrations and publicity stunts. So it’s not just an AR application, it’s also the whole campaign behind.
- Sayduck created an augmented reality app that allows users to see how a piece of furniture would look in their home before buying it. They use the live camera feed of a mobile device and they project a virtual image of the object in real-time, so the user can take a look at the virtual object from any angle. It's actually clever because it answers a very common question when looking to buy furniture: how is it going to fit and look like in my home?
- So you see, even the furniture industry is keeping up with the technology race. And that’s thanks to augmented reality! They came up with a strategy and they realized AR could help them reach their marketing goals.
- That’s one of the things I want to stress out. It’s hard to convince people that no matter the field they're active in, we can almost always think of an augmented reality application that will be relevant to your strategy and to your goals.
- That's even truer when you consider the marketing impact of novelty: people are attracted to what's new just because it's new. Just because it hasn't been seen and done again and again.Now is actually the perfect time to start doing augmented reality, before it becomes more of a standard. You'll catch more fishes in the sea where the fewer go.
- Augmented reality can be a wonderful tool for making your brand promotion a success.
- Navigation:I talked about that earlier, but yeah, navigation applications are very natural fit of augmented reality because it makes it easier to get from point A to point B.Sightseeing: I talked about that earlier as well, but mostly for sounds. Out in the real world, tourists can walk through cities and see facts and figures presented as an overlay on their live screen. With the use of GPS and image recognition technology, AR applications look up data from the cloud. Some applications even allow you to see how the location looked 10, 50 or even 100 years ago.Military: It’s a bit similar to bike helmets and navigation. You can have data displayed into pilot’s helmets, like altitude, speed or even horizon line and enemy location.
- Medical: You can combine the live view with MRI or X-ray images and increase the efficiency of the surgeon’s procedures.
- Maintenance and repair: Earlier, I talked about how AR could help you change a tire. Well, simulations can be also used to train technicians on how to perform certain very technical things and it can reduce training expenses.Gaming: Gaming, of course, will be one of the biggest application field for augmented reality.
- Entertainment: Lego is even printing tags on their product boxes. You simply login to Lego.com and hold up the box to your webcam. You see on screen a 3D representation of the Lego product you just purchased.
- And finallyAdvertising & Promotion
- Advertising & promotion:One of the biggest examples is the promotion made around James Cameron movie, Avatar. You had Avatar toys that included a card that could be read by a webcam. The result was an augmented reality character of the movie that came to life on your computer screen. You could interact with it and make it to shoot a gun or even re-enact a part of the script.And besides that, there are almost an infinite amount of things to do with advertising & promotion.
- Augmented Reality is beginning to be a real business, just as mobile did nearly a decade ago. Analysts consider AR to be the 8th mass market to evolve, following print, recordings, cinema, radio, TV, the Internet and mobile. Here are a few facts to back that up.
- Mobile analysts expect AR to be adopted by a billion users by 2020.
- Intel is betting that AR will be big and is investing $100 million over the next 2 to 3 years to fund companies developing "perceptual computing" software and apps, focusing on next-generation, natural user interfaces such as touch, gesture, voice, emotion, sensing, biometrics, and image recognition."
- Apple isn't in the AR game yet, but the company has been awarded a U.S. patent "Synchronized, interactive augmented reality displays for multifunction devices", for overlaying video on live video feeds.Google... well, do I really need to get started Google? The sole and only purpose of Google Glass is augmented reality.
- When the AR industry does take off, there will be a trillion dollar market that will open up for content creators. Because to do augmented reality, you need animated content, services and special effects to insert into the real world.
- Brands will adopt AR technology to increase performance and sales by turning a print ad into an interactive experience just by pointing the camera at the paper or an object with a marker.For now, no standard has been defined yet. But know that any AR application can become its own media selling company. And it's already what most of the AR application creators are doing. They try to "sell" augmented media space and capabilities and they fight hard to become the standard. That’s one business model.The other model is to say: every brand should be able to have its own AR application, because branded content is more efficient and it because it enables creativity to know technical limits.
- Just as developers and designers had to adapt to the mobile industry standards, augmented reality calls for people who understand how it works, what are the technical possibilities, how to interact with it. So you need developers, people who know mobile development languages and Unity for instance. You need digital strategists, to make sure the augmented reality application fits into the marketing goals and into broader strategies. You need 3D artists to design the 3D assets. You need User Experience specialists, to make sure people are easily enjoying the application. You need User Interface designers that are capable of adapting to a 3 dimensional perspective. You may even need audiovisual professionals depending on what kind of content you want to trigger.
- To finish and quickly summarize my presentation, here are 4 general recommendations on how to use augmented reality to make your marketing a success:1. Know your Customers and meet their NeedsUse AR in such a way so that it is in alignment with the requirements of your audience. For example, if your business is related to automobiles, you can create an app which will let your users interact with images and get inside the car virtually and interact with its dashboard.2. Team up with Experienced PartnersTo create an AR app that fits your business, you need to team with experienced partners. People who know exactly what you can do. 3. Use AR for improving Customer ExperienceYour AR app should be able to improve customer experience. Find out ideas which can help you create interactive content for your customers. Do not just focus on superimposing graphics; try out ways in which AR can be used to provide 360 degree experience to your products.4. Don’t lose HeartAR might seem all new and complicated, but its benefits for a brand are real and tremendous. Use AR to solve some of your business problems.