Augmented Reality: Next big technique in advertising?

By Olivia Albers

For those of you, like me, who are just now finding out about augmented reality, here is a definition. Augmented reality is “an enhanced version of reality created by the use of technology to overlay digital information on an image of something being viewed through a device (as a smartphone camera)” according to Merriam-Webster.

Augmented reality started in 1990 when Professor Tom Caudell used the technology to help instruct those building  Boeing airplanes. Augmented reality programs have obviously been revolutionized since Caudell’s breakthrough, however.

As you can see in the photo, augmented reality creates a new environment to an already existing scene using digital imaging. So the question is, why is this technology important? In the advertising world augmented reality is now being used to show buyers what a product physically looks like in their own lives.

The article that first brought this technique to my attention is from fastcodesign.com. The piece explains how Ikea, a home furnishings store, is using augmented reality so customers can see how furniture would look in their homes.  By scanning  pages from Ikea’s 2014 catalog with smart phones or tablets, customers can see how all of the different products would look in their own rooms. To get the full effect, check out Ikea’s promotional video.

My prediction is that we will start to regularly see augmented reality used in advertising. I mean how cool would it be to see a dress you’ve been eyeing for weeks in your closet or suddenly find the newest Lexus in your garage? My friends the possibilities seem endless.

How do you think augmented reality could be used in  journalism and/or advertising? How do you think consumers will respond to augmented reality?

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4 responses to “Augmented Reality: Next big technique in advertising?

  1. If the advertising business is smart, they’ll start using this liberally in tablet and mobile platforms. Especially for IKEA, I see this as a way to bring customers to the products they want but can’t get. In the middle of Iowa, our closest IKEA store is hours away. If I could test out how furniture would look in my house, I’d be ordering through the catalogue in a heartbeat.

  2. Do you think then that stores outside of the United States will use augmented reality to specifically target U.S. customers? Or will this not have as great of an impact on the way overseas countries market themselves?

  3. Pingback: Valpak. Augmented Reality. Making Coupons Cool Again. | Hopster Coupon Labs

  4. Pingback: The digital age: Is the car sector keeping up to speed? | Intellect

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