BRINGING CONTENT TO LIFE / OPINION
22 September 2011
Martin Radford questions whether augmented reality can redraw the media landscape
- Media Type
- Apps & Widgets
- New Technologies
- Country
- UK
- Source
- News
- Tags
- augmented reality
- aurasma
- QR codes
The latest advert for the iPad declares: 'Today we can watch a newspaper'. It's the clearest evidence yet that technology is blurring the lines between old and new media.
The gradual uptake of QR codes by advertisers shows that brands have not been immune to the possibilities. New technologies enable advertisers to learn more about their consumers. In the same way that websites give a rich array of information each time someone clicks through to interactive content, the brand has the opportunity to learn something about the time, date and location of the consumer as well as tracking the performance of the content.
Press and outdoor can begin to provide information in a way never before possible, and in doing so, they could leave traditional TV behind.
However, while QR codes have gained momentum recently, augmented reality technology (AR) could provide even more impact.
The two biggest names in AR are Layar and Aurasma, though Cadbury has also been working with Blippar. Amsterdam-based Layar has been around for a couple of years. It's essentially a location-based app so when a phone approaches an object in the Layar database, content is overlaid on the user's screen.This can be anything from posters to signs in restaurants. And because it is a proximity-based system, the user doesn't have to constantly point the phone at the object in question.
The new kid on the block is the UK's Aurasma. As well as offering location-based possibilities that are similar to Layar, the company is equally focussed on the advertising potential of AR.
Comparing technologies
A QR code can take you to a URL, send you an offer, make a call or deliver a business card. The amount of information is limited to just 2,677 characters.
AR options offer a much more interactive experience with which to engage the consumer. In 2010, Disney created a secondary world for Prince of Persia via Layar, not only bringing posters and their surroundings to life but also adding on the option to find the nearest cinema.
In the UK Aurasma has secured a couple of notable successes. The technology was first used by Wally Yachts in the Financial Times. Since then, Universal Pictures (Bridesmaids), Panasonic (Lumix G3) and Dunhill have all added an extra dimension to their ads. Panasonic has even used the technology in POS material in 1,500 retail stores throughout the UK.
So all three technologies have something to offer and can encourage the consumer to get more involved with advertisers. However, brands also need to be creative to make them really deliver on their potential.
How popular are they?
Much of the success of QR codes in Japan was based around the fact that readers were pre-installed in mobile handsets. That's not the case in other markets or for Layer and Aurasma; consumers need to download the appropriate app before they can experience additional content.
Aurasma now claims one million downloads, while Layer has 10 million, so there's clearly an appetite, but there's also a way to go before AR becomes ubiquitous.
Even at the early stage, however, there are benefits for advertisers. AR content enables a static ad to become a moving image, traditionally a much more effective medium for conveying brand messages. They also generate word of mouth and links that can be retweeted, liked or emailed to other friends will spread virally, delivering added value for brands.
So what next?
These are early days for AR and it is comparatively untested. Brands should be willing to try it - even if it doesn't work first time, it will become a powerful medium in the future.
The number of smartphones that can access enabled adverts is growing every day and every advertising campaign that uses AR will drive further increases in the number of Layar and Aurasma downloads.
AR technology will naturally be more suited to some advertisers than others. Brands that are highly visual and emotive - such as technology and media/entertainment - are obvious early adopters for both Layar and Aurasma.
However, brands do need to reward consumers for interacting, not just feed them an advert. Money off vouchers, free downloands or additional content will all help AR begin to reach its potential.
Martin Radford is media business director at Ebiquity UK
The gradual uptake of QR codes by advertisers shows that brands have not been immune to the possibilities. New technologies enable advertisers to learn more about their consumers. In the same way that websites give a rich array of information each time someone clicks through to interactive content, the brand has the opportunity to learn something about the time, date and location of the consumer as well as tracking the performance of the content.
Press and outdoor can begin to provide information in a way never before possible, and in doing so, they could leave traditional TV behind.
However, while QR codes have gained momentum recently, augmented reality technology (AR) could provide even more impact.
The two biggest names in AR are Layar and Aurasma, though Cadbury has also been working with Blippar. Amsterdam-based Layar has been around for a couple of years. It's essentially a location-based app so when a phone approaches an object in the Layar database, content is overlaid on the user's screen.This can be anything from posters to signs in restaurants. And because it is a proximity-based system, the user doesn't have to constantly point the phone at the object in question.
The new kid on the block is the UK's Aurasma. As well as offering location-based possibilities that are similar to Layar, the company is equally focussed on the advertising potential of AR.
Comparing technologies
A QR code can take you to a URL, send you an offer, make a call or deliver a business card. The amount of information is limited to just 2,677 characters.
AR options offer a much more interactive experience with which to engage the consumer. In 2010, Disney created a secondary world for Prince of Persia via Layar, not only bringing posters and their surroundings to life but also adding on the option to find the nearest cinema.
In the UK Aurasma has secured a couple of notable successes. The technology was first used by Wally Yachts in the Financial Times. Since then, Universal Pictures (Bridesmaids), Panasonic (Lumix G3) and Dunhill have all added an extra dimension to their ads. Panasonic has even used the technology in POS material in 1,500 retail stores throughout the UK.
So all three technologies have something to offer and can encourage the consumer to get more involved with advertisers. However, brands also need to be creative to make them really deliver on their potential.
How popular are they?
Much of the success of QR codes in Japan was based around the fact that readers were pre-installed in mobile handsets. That's not the case in other markets or for Layer and Aurasma; consumers need to download the appropriate app before they can experience additional content.
Aurasma now claims one million downloads, while Layer has 10 million, so there's clearly an appetite, but there's also a way to go before AR becomes ubiquitous.
Even at the early stage, however, there are benefits for advertisers. AR content enables a static ad to become a moving image, traditionally a much more effective medium for conveying brand messages. They also generate word of mouth and links that can be retweeted, liked or emailed to other friends will spread virally, delivering added value for brands.
So what next?
These are early days for AR and it is comparatively untested. Brands should be willing to try it - even if it doesn't work first time, it will become a powerful medium in the future.
The number of smartphones that can access enabled adverts is growing every day and every advertising campaign that uses AR will drive further increases in the number of Layar and Aurasma downloads.
AR technology will naturally be more suited to some advertisers than others. Brands that are highly visual and emotive - such as technology and media/entertainment - are obvious early adopters for both Layar and Aurasma.
However, brands do need to reward consumers for interacting, not just feed them an advert. Money off vouchers, free downloands or additional content will all help AR begin to reach its potential.
Martin Radford is media business director at Ebiquity UK
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