Shopping with AR
Another fine installment from Christine Perey for O'Reilly Radar, where she envisions a world where reality is a huge catalog. Finally, someone has put into words my vision about true AR marketing and not the gimmicks we see these days.
One day, you’re sitting in a café reading the news on your phone and you notice that the person next to you has some really nice footwear. No QR code on the neighbor’s shoes? No problem. You start up your visual search application (no, it’s not available on all handsets), act like you are trying to find something on the newsreader screen while you turn off the camera’s “snap the photo” sound, then discreetly aim and take the photo of the shoes. No one has noticed, right? You wait, you act like you’re still reading the news. Your mobile browser opens and on your screen is the exact model of shoes on your neighbor’s feet. Another click and you can check the price and availability from stores nearby.
AR Wave: Layers and Channels of Social Augmented Experiences
Tish Shute continues to advance her cause for Google Wave based augmented reality environment and then interviews Jeremy Hight about his projects, mapping and social augmentation.
We are in an age of cartographic awareness unseen in hundreds of years. When was the last time that new mapping tools were sold in chain stores and installed in most vehicles? When was the last time that also the augmentation of maps was done by millions (Google map hacks, etc)? The ubiquitous gps maps run in automobiles while people post pictures and graphic pins to denote specific places on on-line maps.
Jamais Cascio writes for the Atlantic about why augmented reality can evolve into a self imposed 1984-like scenario.
Conceivably, users could set AR spam filters to block any kind of unpalatable visual information, from political campaign signs to book covers. Parents might want to block sexual or violent images from their kids’ AR systems, and political activists and religious leaders might provide ideologically correct filters for their communities. The bad images get replaced by a red STOP, or perhaps by signs and pictures that reinforce the desired worldview.
Did I mention that the “wrong” people can get replaced too?
3 Questions To Ask Yourself Before Using Augmented Reality In Marketing And Advertising
The guys at Zugara ask the hard question - is an augmented reality campaign really fit your needs.
Too often, we’ve been seeing AR executions that are AR just for the sake of using AR. Do you really need to launch a video in AR? Or a 3D asset? Too many recent AR executions are guilty of this and scream, “WHY!!!” Why are you making your consumer go through unnecessary hoops when they can just as easily view the video or 3D asset in a standard player on your website? An AR initiative should not be exempt from Best Practices online, so it’s always important to put usability before the ‘experience’.