WHAT IS “AUGMENTED REALITY”?

The topic of augmented reality (AR) has been on the rise lately once again with the current hype surrounding virtual reality and a variety of AR viewer projects.

Augmented reality
(or AR for short) is understood as an expansion of reality itself. The idea behind AR is that our perception of reality can be expanded with the help of computer-based tools by overlaying additional information onto “real” experience.

Typically, nowadays this means a variety of visual support systems that overlay or project computer graphics over single or live images. This may simply be text information, but might also be real time 3D animations (web-GL), images, or films.

To support the realistic impression, virtual elements are integrated at the right locations in real environments in a natural way. They are placed in spatial relationships to real objects, and react to things happening in reality. In addition, AR applications usually work in real time and adjust to changes without a noticeable delay. Systems do this using so-called “markers” that they can recognize and then “track.” The desired content is then displayed in place of the marker.

In the past, applications for AR have matched those for virtual reality:
+ Messen und Events
+ trade fairs and events
+ foyers and showrooms
+ shops and flagship stores
+ conferences and exhibits
+ road shows and press conferences
+ museums and theme parks

There have been some applications for AR in the past, although these have mostly been limited to so-called kiosk systems or home computers with webcams connected and a broadband internet connection. However, with the forward march of internet connected smartphones bringing data volume contracts and putting a multimedia computer in every pocket, new possibilities are arising.

POSSIBLE APPLICATIONS INCLUDE:

Print with AR features
Any printed product such as postcards, packaging, books, customer magazines, posters, operating manuals, or exhibit text (trade fair / shop) can be used as a “marker” to which an AR app can react. The famous (or infamous) QR code can still be used, but it’s not necessary.

AR at the point of sale and on the shelf
The app reacts to the image of the packaging in an ad the same way it would to the real packaging in the supermarket. This means that smart ideas can be used to increase dwell time in front of a shelf or at a PoS object so that additional information can be delivered. This is also a very creative way to launch sweepstakes for mobile users – contact us to talk about this option.

AR in online marketing
For example, users can visit a microsite, switch on their webcam, and hold an ad, promo card, or catalog in front of the webcam. Then they can receive 3D content live streamed from the printed product on the page. Or users can themselves be recognized as markers on a web shop, and can then do interactive tasks like try on glasses.

There are many different ways to use AR content. Visit our web special to get an even better idea of the opportunities:
www.blickfang-post.de/VR

If you have any questions regarding virtual reality or augmented reality, please contact Björn Hegner:
b-hegner@das-studio.de

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