Smart phone devices are now becoming an integral part of our everyday culture. In the next couple of years we will see that more people are browsing the web with their mobile/tablet devices than laptops and table PC’s. With people having web enabled devices on there persons at all times, new ways are being found to interact with the consumer market. Whether through QR codes, socialnomics (learn about socialnomics here) or augmented reality; brands are trying to push more consumer involvement.
There has been a large development in augmented reality that could possibly revolutionise advertising. An example of one of these companies is only a stones throw away from our Cambridge office – Autonomy. The talented team have produced their mobile app called Aurasma. It uses image and pattern recognition to identify images and objects in the real world, blending them with interactive content such as videos and animation called ‘Auras’. Please watch the video below.
Autonomy have worked with a variety of different brands offering a ‘different user experience’. An example of this is on Tottenham Hotspurs new 2011 kit. Once you hover your phone over the aurasma logo with the app turned on you’re greeted to a video of Spurs playing in the middle of the shirt.
As you can imagine the concept is pretty revolutionary. This would mean that a company could just show a logo, image, advertisement and show a video, link to a website, or give directions, instantaneously to the consumer/user. This could also mean that business cards and flyers are no longer 2D,they can allow a user to link straight to a facebook brand page or to a special offer that is cutrently available on the brands website.
With the concept now proven, another company is bringing the solution to other brands. BlippAR is the latest company to realise the power of this technology. The BlippAR™ platform uses the latest image recognition technology to make the advert itself the trigger for the virtual content. What the content consists of… is totally brand dependent. BlippAR, Still in it’s infancy (only being created in the summer 2011) have already worked with some great brands offering something a little bit ‘special’ to the normal advertising agencies.
You can download Aurasma here:
Iphone, Android
Download BlippAR here:
What are your thoughts on this new tech? Will you find yourselves wanting to interact with products and brands?
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