Heads Up Displays: The Future of Advertising with Google Glass

“Heads Up Displays: The Future of Advertising with Google Glass”

Todd MarksPresident & CEO

todd.marks@mindgrub.com@mindgrub

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#5) TV Enhancement#4) Bio Feedback#3) Face Recognition#2) Instruction#1) Navigation

CNET Best Uses for Google Glass

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•Tweet…. ReTweet•Like•Share•Check-in•Group Buy•QR Code Scan•RFID•Augmented Reality(Nov 3, 2010, Fast Company)

The Dawn of the Social Consumer

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Tourism Radio

Augmented Reality

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What is Augmented Reality?

• Coined in 1992 by Tom Caudell• Augmented Reality works by

displaying layered graphics and information over real word objects

• Based on VR Technology from the 1960s through 1990s and beyond

• Renald Azuma defined AR as 3 components: Combines real and virtual, Interactive in real time, Registered in 3D

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What is Augmented Reality?

Augmented Reality is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data.

As a result, the technology functions by enhancing one’s current perception of reality. By contrast, virtual reality replaces the real world with a simulated one.

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Augmented Reality::Star Trek

Usenet Wikis ICQ Friendster LinkedIn MySpace Facebook Twitter

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2005 NFL :: Augmented Reality

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Popular Uses?

Augmented Reality has been implemented in many applications including • Shopping• Travel• Advertising• Games• Simulations (Medical)• Training• Maintenance / Assembly• Bridge of Print to Digital

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Dancing Donna

Marketing with AR

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Marketing with AR

• User Experience is key• Find the right distribution channels• Content should be highly relevant• No Gimmicks• Should Provide a Value-Add for Users

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Lego Store

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2010 Augmented Reality :: GEICO

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2010 Case Study: GEICO Tailgate

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Case Study: GEICO Tailgate

Training with AR

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Training with AR

• AR has been widely utilized in training and educational efforts

• AR Technologies have helped provide a more engaging and interactive training method for many fields of study, particularly medicine and defense

• Students can learn concepts from simulations of lethal or dangerous environments without danger

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Training with AR

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Defense – Close Combat Training

AR Components

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Augmented Reality Components?

• Mobile Computing Devices• Cameras• Gyroscopes• RFID• Visual Displays• Networking Infrastructure• Location Awareness (GPS, other)• AR Software Applications

AR Triggers

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Location (yelp)

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Navigation (Pathfinderv1.1)

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QR Codes

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Victor Shapes / Borders

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MS Kinect

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Games / Tours

“Heads Up Display”

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Google Glasses – Field Trip

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Glassup.net

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Space glasses

Open Discussion

Todd MarksPresident & CEO

todd.marks@mindgrub.com@mindgrub