truly customized and enhanced view of the physical world,with a new experi- ence coming to life privately before your eyes via your smart phone.
Targets can be any kind of two-dimen- sional image,be it print or
digital.Some AR providers also can utilize GPS data or even facial recognition, triggering aug- mented content to a specific place, struc- ture or person.
The augmented content can be any type of picture,video or audio,but the real “cool factor”here is the relationship between the trigger and the
content.The process of witnessing the content come alive out of thin air right before a user’s eyes based on the presence of a real- world trigger is what creates the real AR experience.
Augmented Reality can be designed as a stand alone application,custom branded for a client,or embedded as specialized AR functionality within any existing mobile
application.There also are meth- ods of utilizing the publicly available channels of several existing AR services.
AR in Action . . .
Some creative uses of AR have been seen recently at historical landmarks,where visitors can view a virtual motion diora- ma through their phones as they look at various buildings or settings,making the past come alive as they look at the pres- ent world.
Instructional video tutorials or help screens can be overlaid directly over the specific object or area in question,mak-
Golf courses can provide information or video fly-through at each hole,via a graphic trigger at the tee.
The novelty and uniqueness of the AR experience is such that it lends itself greatly to advertising and sales cam- paigns. If the goal is to increase the time a pair of eyes spends on any given piece of content,why not make it that most exciting and talked about method of content delivery there is to date?
ing engine maintenance, furniture assem- bly, or appliance repair infinitely simpler.
In-store branding can be taken to the next level but showing customers what is inside a box,how a building set looks as completed,or running a product review video.
This shows how an advertiser can bring existing video content into standard print advertising. The printed “trigger” will come to life and transforminto the clients promotional videomaterials.
Mid-Atlantic EVENTS Magazine 41
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