AR comes of age as brands seek to engage consumers #AR
インドのAR事情...かなり熱いようだ。
The trend is fast picking up of brands taking the augmented reality route for campaigns. BestMediaInfo takes stock of how AR is delivering exciting consumer engagement options (Ananya Saha | Delhi | June 11, 2012)
Traditional advertising delivers. But it does not engage. Digital advertising delivers and engages, but it is not exciting enough. Games are exciting and engaging, but it is not ‘real’ enough. Enter Augmented Reality: engaging, exciting and high on deliverables.
An extension of virtual reality, augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory inputs such as sound, video, graphics or GPS data. It is related to a more general concept called ‘mediated reality’, in which a view of reality is modified by a computer. As a result, the technology enhances one’s current perception of reality. According to the industry, the trend of using AR to reach out to the ‘butterfly consumer’ is on an upswing.
Even as India is late to catch up on the AR fad, brands are increasingly using the tool to create strong engagement options.
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Currently, AR campaigns are usually coupled with other digital campaigns. While there are no industry estimates about the size of AR industry, Tibrewala estimated that about 100 AR-based applications are developed in India every year. And with 3G prices dropping, 4G on the anvil and Smartphone and other mobile device sales picking up in India, and the fact that brands need newer tools to engage consumers, the number is set to swell. “AR today is expensive to develop, relatively unknown in the mainstream, and brands are using it tactically to break media clutter. However, fast-forward a few months and we’ll find that brands will create ways of using it as a means of not only grabbing attention but adding genuine value to the customer’s experience with the brand,” concluded Mallik.
(via & more http://www.bestmediainfo.com/2012/06/ar-comes-of-age-as-brands-seek-to-engage-consumers/)
