Nice post. I agree with you that augmented reality platforms are going to represent a fundamental shift in the way we experience and act on advertising.
For my money the true worth of these platforms (also see www.layar.com which has a 3D version of a similar concept) is that they enable marketing messages to become truly interactive, in real time and space, for the first time.
This has also represents something very important from a commercial model perspective. Virtually all advertising (digital and other) is sold on some version of a CPM (cost per thousand impressions) basis. AR has the chance to change this paradigm, since with AR, consumers are not simply viewing ads they are truly engaging with them.
alan jones
· 3 months ago
(Sorry Graham/Gregan for transposing your names earlier, now corrected.)
Great point Gregan: the opportunity is now there to interact with the ad. It's not something we've really seen since interactive TV and now the consumer has a smart phone, which is much better than a remote control with a few coloured buttons on it.
It's taken at least a decade for the marketing industry to learn how to do great work with ad banners and online video. Can we hope to see a few great campaigns in AR in, what, 2020? Or is there an equivalent of Moore's Law that applies to the marketing industry's ability to adapt to new marketing media?
...and if so, are they getting faster or slower to adapt every 18mths? ;-)
gpdawson
· 3 months ago
RE: @bigyahu Great post, Alan. Although not central to your main theme, its worth noting that AR app jerkiness is gener… http://disq.us/j1sg
Great post, Alan. Although not central to your main theme, its worth noting that AR app jerkiness is generally not caused by lag in "re-render[ing] all those 3D objects". Actually the iPhone is pretty damned good at rendering that type of stuff, as can be seen from the plethora of snappy 3D games. Rather this problem is due to lack of responsiveness of the built-in digital compass. I suspect it may be some time before much more accurate and highly responsive compasses make their way into iPhones - probably some years. Until then, AR will likely render all of us a bit nauseous as it struggles to re-align itself sporadically to our iPhone-clasping hand movements.
alan jones
· 3 months ago
Thanks Graham, that's good to clarify. I will await a more accurate digital compass and hold out for my AR sunglasses, I think.
nickgonios
· 3 months ago
great blog post @bigyahu http://bit.ly/u3EOQ on #AR and @insqribe launch and the approach to consider with this space!
All Comments
For my money the true worth of these platforms (also see www.layar.com which has a 3D version of a similar concept) is that they enable marketing messages to become truly interactive, in real time and space, for the first time.
This has also represents something very important from a commercial model perspective. Virtually all advertising (digital and other) is sold on some version of a CPM (cost per thousand impressions) basis. AR has the chance to change this paradigm, since with AR, consumers are not simply viewing ads they are truly engaging with them.
Great point Gregan: the opportunity is now there to interact with the ad. It's not something we've really seen since interactive TV and now the consumer has a smart phone, which is much better than a remote control with a few coloured buttons on it.
It's taken at least a decade for the marketing industry to learn how to do great work with ad banners and online video. Can we hope to see a few great campaigns in AR in, what, 2020? Or is there an equivalent of Moore's Law that applies to the marketing industry's ability to adapt to new marketing media?
...and if so, are they getting faster or slower to adapt every 18mths? ;-)
RE: @bigyahu Great post, Alan. Although not central to your main theme, its worth noting that AR app jerkiness is gener… http://disq.us/j1sg
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digital compass and hold out for my AR sunglasses, I think.
great blog post @bigyahu http://bit.ly/u3EOQ on #AR and @insqribe launch and the approach to consider with this space!
This comment was originally posted on Twitter
RT @nickgonios: great blog post @bigyahu http://bit.ly/u3EOQ on augmented reality and taking a more considered approach with this space!
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RE: (Sorry Graham/Gregan for transposing your names earlier, now corrected.)
Great point Gregan: the opportunity is … http://disq.us/je5c
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Re: Lucy in the sky with De Beers? http://ff.im/-8TpTH
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Great post on the future of Augmented Reality from @bigyahu http://tr.im/A3VC. Could this be the first really new digital ad paradigm?
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RT @nickgonios: great blog post @bigyahu http://bit.ly/u3EOQ on #AR and @insqribe launch and the approach to consider with this space!
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RT @greganmcmahon: Great post on the future of AR from @bigyahu http://tr.im/A3VC. Could this be the first really new digital ad paradigm?
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#MOBILE: Augmented Reality. Is this the 1st
really new digital ad paradigm? http://virl.com/nh235 (via
@rogersnotrogers & @bigyahu)
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@greganmcmahon edited due to the original Lucy’s death. Now it’s “your ad makes me want to hurl chunks” http://bit.ly/1uuxPf taste is key
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Blog post by @bigyahu http://bit.ly/u3EOQ on @insqribe Augmented Reality
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Rob/Alex @nambor @alexmyoung meet Alan @bigyahu Jones a clever tweep who wrote about AR this week: http://doingwords.com/?p=1379
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@timothychughes checkout layar.com also this blog on #augmented reality from@big yahu http://tr.im/A3VC
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