Augmented Reality and Mobile Advertising

Ian OlsonMay 9, 2013

COM 597: Mobile Integration

Augmented Reality Timeline

What is Augmented Reality?

Marker Based Tracking GPS Tracking

Key Players in the Augmented Reality Market In 2005 Metaio released the first

end-consumer AR app called KPS Click & Design in Germany which allowed users to put virtual furniture in an image of their actual living room

In 2009, the company released Junaio, an application for the Apple iPhone that they say is the “world’s first social AR platform.”

2010, Metaio launched the Unifeye Mobile Software Development Kit

The Adidas Neighborhood AR campaign

Key Players in the Augmented Reality Market-

Founded in 1999 First implementation of markerless

tracking. D’Fusion software- the most widely

used commercial AR development software for smartphones and tablets

TOPPS Trading Cards

Cost of Development The cost to integrate AR vary

depending of the degree of interactivity. $10,000-$20,000 for limited functionality and $75,000-$100,000 for more dynamic content

Total costs includes CG development, interactivity programming, AR engine license, integration, and testing.

Development of a stand-alone mobile AR app takes approx 2-3 weeks

Consumer Behaviors Towards AR vs. Traditional AdvertisingHidden Creative experiment-

Compared traditional display advertising with augmented reality marketing.

Asked two questions: would you buy the toy and how much would you consider paying?45% would consider buying the toy after

viewing the print ad whereas 74% would after interacting with the AR model

The average estimated value of the toy for the 2D print display was 5.99 £ compared to 7.99 £ for the 3D model

AR Integration with Traditional Advertising

AR Limitations2009 Perdue University

study compared traditional print advertising vs AR advertising in terms of information retention, one measure of marketing success. The print ad group on

average retained 82% of the total textual information

The AR group on average retained 59%

Privacy concerns

Future of Mobile AR

Future Future of Mobile AR

Minority Report