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The 3 Types of Augmented Reality for Marketers

Posted by Guest Blogger Melissa Campanelli on August 11, 2010 in Events, InterACT!

The 3 Types of Augmented Reality for Marketers

Visuals are an important part of advertising, so it’s not a surprise that many companies have jumped on the augmented reality (AR) bandwagon, offering tools that visualize their products in a magical and memorable way. AR, and how it can be used as a marketing tool, also was a hot topic at InterACT!

To sort it all out, Bryan Yeager , a consultant for InfoTrends’ production workflow & custom communications service, explained the three main types of augmented reality marketers use in a session here. They include the following:

1. Marker-based AR
This type of AR uses a camera and a visual marker baked into the content that a marketer wants to present. The viewer holds up the content to the camera to see the AR in action.

A good example of marker-based AR can be seen in an ad BMW produced for its Mini Cooper brand.

2. Markerless AR
As its name suggests, this type of AR uses a graphic instead of marker, Yeager said. As a result,  AR implementation and use is easier: marketers can use existing graphics to present their AR ads and consumers can view them easily. What’s more, the iPhone 4.0 camera can render markerless AR technology for even more easy viewing.

An example of markerless AR in action is Ben & Jerry’s Moo Vision feature in its iPhone app. With this app, viewers point their iPhone cameras at the lid of one of several qualifying pints of B&J’s ice cream, and, after a few seconds, they’re staring at the lid with an odd 3D image atop of it.

3. Layar, Goggles
Smartphone AR apps like Goggles, free for Android phones, and Layar, free for Android and Apple devices, allow users to point their smartphones in any direction, look through the camera viewers, and reveal information about what they see.

A good example of this kind of AR application is Yelp’s Monocle app, Yeager said. When users shake their iPhones  three times, Monocle activates. Then, using their phone’s GPS systems and compasses, Monocle displays information about local restaurants, including ratings and reviews, on viewers’ cell phone screens. Viewers can touch one of the listings to find out more about a particular restaurant.

InterACT! is the first educational forum for marketers, brand owners and service providers on cross-media direct marketing opportunities and strategies organized by InfoTrends and North American Publishing Company (NAPCO) being held Aug 10-11, 2010 in Rosemont, IL.

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One Response to “The 3 Types of Augmented Reality for Marketers”

  1. Charlie Groark

    12. Aug, 2010

    AR could be the ER treatment for marketing and advertising.

    As an advertising professional with multi-decades of experience and one who has watched the erosion of the effectiveness of traditional advertising media, especially print, the arrival of augmented reality just could be the savior we’ve been waiting for.

    When you see the work that’s being done for companies like Burger King, Toyota and Nestle (on YouTube, just do an “augmented reality” search), you can experience for yourself the excitement, consumer involvement and just plain fun that AR can bring to your messaging. The best thing is that AR is really in its infancy. A great communications tool. A great brief survey of its power.

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