Augmented Reality – How Print and Digital are Making Ads Come Alive

Gene Roddenberry’s futuristic vision of the holodeck on the Starship Enterprise has landed in miniature version today with augmented reality ads.

As noted in our previous post about QR codes, print advertising is definitely evolving along with technology and augmented reality (AR) is no exception.

In short, AR combines the real physical world with computer-generated input and allows the individual to interact with the ad in near-holodeck fashion. When applied to print advertising, a digital overlay of data (sound, graphics, video) is embedded on a print piece that, when viewed through a smart phone or tablet, reveals another dimension of information.

A downloadable app—from the advertiser or the media outlet—is all you need to see this augmented reality. When readers with AR-ready mobile devices hover over the augmented ad (an icon identifies the ad as digitally augmented), they enter an interactive dimension on the page that is not visible to the naked eye—and might just blow you away!

AR ads can:

• Provide pop ups with 360° views that make products and places comes to life
• Video – great for virtual tours of properties or schools, product demos
• Put the reader into the ad – yes, that will appear to be you holding that bottle of soda!
• Reveal avatars, talking heads

There are also AR applications that use GPS technology and compass and gyroscope readings to monitor the user’s location, direction, and orientation in the real world. The result is a 23^rd-century boost to location-based marketing, inserting objects into the physical field or delivering unique information when the user scans certain points of interest with a smartphone camera.

Some examples of how other businesses use augmented reality ads:

• Real estate brokers, colleges/ universities, and amusement parks can embed digital tours and help readers navigate their locations
• Restaurants and bakeries can tempt customers with reach-out-and-touch them visuals of new menu items;
• Toy/game manufacturers and consumer package goods companies can interact with the consumer in unprecedented ways.

If you want to learn more about augmented reality or have any questions on this concept, call Alisha Owens at (609) 272-7100 or email AOwens@PressofAC.com.

The Walk-away: Research and analyze if these capabilities will be meaningful for your product or service. Ask yourself how you want to interact with your target audience and if augmented reality will deliver a relevant user experience that truly enhances your advertising buy.