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Augmented Reality and Mobile Advertising

Augmented Reality and Mobile Advertising. Ian Olson May 9, 2013 COM 597: Mobile Integration. Augmented Reality Timeline. What is Augmented Reality?. GPS Tracking. Marker Based Tracking. Key Players in the Augmented R eality Market.

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Augmented Reality and Mobile Advertising

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  1. Augmented Reality and Mobile Advertising Ian Olson May 9, 2013 COM 597: Mobile Integration

  2. Augmented Reality Timeline

  3. What is Augmented Reality? GPS Tracking Marker Based Tracking

  4. Key Players in the Augmented Reality Market In 2005 Metaio released the first end-consumer AR app called KPS Click & Design in Germany which allowed users to put virtual furniture in an image of their actual living room In 2009, the company released Junaio, an application for the Apple iPhone that they say is the “world’s first social AR platform.” 2010, Metaio launched the Unifeye Mobile Software Development Kit The Adidas Neighborhood AR campaign

  5. Key Players in the Augmented Reality Market - Founded in 1999 First implementation of markerless tracking. D’Fusion software- the most widely used commercial AR development software for smartphones and tablets TOPPS Trading Cards

  6. Cost of Development • The cost to integrate AR vary depending of the degree of interactivity. $10,000-$20,000 for limited functionality and $75,000-$100,000 for more dynamic content • Total costs includes CG development, interactivity programming, AR engine license, integration, and testing. • Development of a stand-alone mobile AR app takes approx 2-3 weeks

  7. Consumer Behaviors Towards AR vs. Traditional Advertising • Hidden Creative experiment- • Compared traditional display advertising with augmented reality marketing. • Asked two questions: would you buy the toy and how much would you consider paying? • 45% would consider buying the toy after viewing the print ad whereas 74% would after interacting with the AR model • The average estimated value of the toy for the 2D print display was 5.99 £ compared to 7.99 £ for the 3D model

  8. AR Integration with Traditional Advertising

  9. AR Limitations • 2009 Perdue University study compared traditional print advertising vs AR advertising in terms of information retention, one measure of marketing success. • The print ad group on average retained 82% of the total textual information • The AR group on average retained 59% • Privacy concerns

  10. Future of Mobile AR

  11. Future Future of Mobile AR Minority Report

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