Augmented Reality
Augmented reality seems to be everywhere recently. It lets users control a 3D objects on the screen simply by using a special printed marker and a webcam. A recent commercial example was featured on the GE Smartgrid site by GS&P and North Kingdom.
Now this was a good example but I believe this technology has a lot more to offer. AR is perfect for interactivity and while rotating 3D vectors is cool, I’m hoping to see more game type content soon. Topps cards are on the right track. They are trying to put some life back into baseball cards and the approach is right on. What I like is that they didn’t just use a model of the athlete, but also added a simple game element and additional interactivity, which will extend the novelty factor somewhat.
The main drawback with AR is that it requires a lot from the user. First one needs to print out a marker. Then it requires a webcam and a relatively fast computer. The iPhone on the other hand is the perfect device for this technology. It has a built-in camera and it’s portable with a large screen and offers 3D acceleration. There are several promising examples of AR for the iPhone and I’m sure there will be more coming.
Interestingly, some of the most exciting aspects of AR is how it can bridge the gap between traditional advertising media and “new media”. Print ads and out of home are perfect places to put markers on, and with an iPhone AR app running, those ads could come to life in a unique way never before seen.
Billboards for movies can feature 3D characters. Ads at subway stations can show hidden messages. Not surprisingly, the auto industry has been one of the early adopters of AR when marketing to a younger, more tech-oriented audience:
Another related approach to this is using image recognition software on an iPhone to link directly to brands. I wouldn’t label this as “Augmented Reality” as there is no computer generated environment to it, but I guess they get a free ride on AR hype wave by slapping the label on it. Nonetheless, it’s an indication that image recognition is getting better and will be more ubiquitous in the future.