Augmented reality: not just a passing fad
Augmented Reality has been hailed by many as a passing fad with no real beneficial use bar novelty value – but this is not the case says Chris Minas, MD and founder of Nimbletank. For publishers and brands it should spell a new era in creativity.
To financially ailing industries, such as publishing, augmented reality couldn’t come at a better time and by incorporating AR technology they will be able to provide customers with desirable extras they would struggle to find elsewhere.
Already, AR technology can allow readers to hold their phone in front of a printed page and see extra content via their handset. The opportunities are clearly endless and we just need to look at brands such as Nokia and Google to understand the full potential the medium offers.
This year, AR will move on from being just an added-value tool for users to one that also brings commercial benefits for publishers and brands. Many are already taking advantage and seem to be reaping the rewards. Once more, the data collected from using AR is invaluable as from every image you can track how many interactions and repeats there have been and what links people have been clicking on.
Aurasma is perhaps the most popular mobile based AR platform established so far. Since launching in 2011, it has gained 10,000 partners and four million downloads worldwide. It uses image-recognition technology to detect images, symbols, and objects in the real world and then mixes the physical image with an animation, video or audio.
Aurasma also enables users to socially share content and place their own content as ‘Auras’ for other users to experience via location detection within the app, adding to the overall experience. Recently, the pop-band McFly worked with Aurasma to create an app which allowed users, through scanning the front and back covers of CDs, the ability to unlock a host of exclusive content, including a special acoustic session from the group.
In terms of maximising the potential of AR, publishers are one step ahead of other industries due to the advantage of having archives of existing content that can be reused. For example Top Gear magazine has access to extra footage from the TV show and through using the platform, already has up to 50% of its readers watching extra content over the past year.
Once engaged with the consumer, brands like Top Gear need to look to take it beyond ‘added value’, either through advertising or a click-through to a purchase.
IPC Media has taken full advantage of ‘click through to purchase’ and recently developed a page for Look magazine titled ‘Celebs wear high street too’ which enabled readers to buy the items of clothing via AR, something retailers like ASOS have been doing for months.
Another publisher which is making the most out of AR technology is the Scottish Sun who earlier this year monetised AR content by using brand sponsorship. It used Aurasma to enable readers through scanning the homepage with their smartphone the opportunity to watch the weekend’s goals from the Scottish Football Premiership League matches. This content was sponsored by William Hill and meant the betting shop could also triumph by offering links to the following weekend bets.
It’s not just publishers that are using AR, however. Take the educational sector; with 81% of 16 to 24 year olds owning smartphones, there is huge potential for teachers to use augmented reality to engage students and develop their skills for the modern world.
AR is a great way to communicate with learners and improve the student experience. For example City University in London is already using a combination of techniques to develop resources through CARE (Creating Augmented Reality in Education) product for healthcare students, including a series of ‘health walks’.
These use the GPS functionality of devices in conjunction with AR to allow students to discover the health risks around the locality.
AR is a great technology for brands to embrace in order to engage their customers in a new and exciting way. With the right ideas it can be used as another tool to enhance revenue streams and bridge traditional and new media channels.