Although augmented reality is still a fairly new concept for most print publishers, some of the larger advertisers are jumping at the chance to impress their customers by promoting the cutting-edge technology into their campaigns.
Augmented Reality Brief
In short, augmented reality is a concept using technology similar to Google Glasses, where a user can look through a third-party device (in this case a smartphone or tablet app) and a still image will transform into an animated video. Obviously, this changes the print game completely as advertisers will essentially be paying for a print priced ad packed with hidden video usage. And although users have the opportunity to bypass the augmentation (by not using the app) data shows that consumers will appreciate the innovation as Cisco reports that two-thirds of the world’s mobile data traffic will be video by 2017.
Companies employing augmented reality in their print campaigns
Welcome to the Future reported in their blog that they witnessed a surprising number of mainstream companies who were leveraging their print ads with augmented reality when they visited AdFestival in Cannes. Among them include:
- JC Penny
Even titans like Kraft and TaylorMade Golf are hopping on board the augmented reality train. When TaylorMade, one of the elite brands in the golf community, wanted to showcase their new R1 driver (that hadn’t yet made it to shelf) they decided to run an augmented print campaign highlighting the new features of the club, both in still and video form. Users of the augmentation app could not only get a first-hand digital view of the club; but they also could spin the club-head, rotate the club itself (to view from multiple angles) and even digitally customize the club by adjusting the loft and face angle.
What does all this augmentation mean?
As technology continues to evolve our society, resisting change to continue with the “status quo” not only jeopardizes us as individuals, but that type of thinking especially hurts businesses who by definition are supplying what consumers demand (just ask newspapers). Savvy owners learn to swim with the tide and embrace the patterns that the data presents (smartphone usage grew 81% in 2012). Augmented reality, and furthermore Google Glasses seem to be a mainstay as long as video continues to intrigue.