Augmented Reality (AR) is a technology that blurs the line between what’s real and what’s computer-generated by overlaying digital images, video and other information onto real world content.
Surprisingly, the concept has been around for many years. It was first concieved back in 1968 by Ivan Sutherland, who superimposed graphics on a head-mounted display using a half-silvered mirror to let the user see through to the real world.
Recent advances in technology have really enabled AR to become a reality, and we are now seeing it used in fields as diverse as gaming, medicine, and industry.
Augmented Reality in Marketing:
Marketing is all about engaging consumers with your brand / product. Augmented Reality is able to do precisely this, enabling the consumer to have an infectious, memorable experience with a brand.
The 'wow factor' of AR means that word spreads quickly of any new campaigns, so the viral effect can be huge. It's not all style over substance though; Augmented Reality campaigns consistently achieve high conversion rates and dwell times - far higher than is possible with conventional techniques:
Sosro the tea manufacturer saw a 400% uplift in sales by using AR as the backbone to their marketing campaign online and in store.
Nokia used AR to increase dwell time at the CES 2010 show, increasing dwell time to 25 minutes compared to significantly lower dwell times without AR.
Speaking of Augmented Reality experiences created for major brands such as Coca Cola and McDonald’s, Myles Peyton, EMEA Sales Director of Total Immersion says:
“70% of those who went to the site chose to live the experience, which is a great conversion rate, and of that group 13% then purchased the product – compared to an industry standard website conversion of around 0.5%.”
Examples:
The best way to understand AR is to experience it first hand.
This blog features examples of AR experiences created by Total Immersion, the market leaders in this field. So please have a browse and take a look at what's possible - I'm sure you will be amazed!
As authors of this blog, we (Apache Solutions Ltd) are one of Total Immersion's UK Development Partners, which means that we are uniquely licenced and trained to implement AR solutions such as these for our clients. If you'd like us to do the same for you then please get in touch. We'd be happy to have a chat!