Advertising & AR - From Wow to Why - AWE 2014
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Transcript of Advertising & AR - From Wow to Why - AWE 2014
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AR Implementation: from “WOW” TO “WHY”
Advertising&AR
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
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ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
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ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION
(Source: Mad Men | AMC TV | 2013)
The agency
COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
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Agencies solve problems
• listen to clients
• connect customers with brands
• forge user / brand relationships
• foster trial / purchase
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
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But there are challenges
• 3,000 media messages daily
• pay attention to 52
• remember 4
• about 1 per thousand .13%(Source: D. Mastervich VP. Sales Strategy, U.S. Postal Service, VDP Conference)
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
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How do we break through?
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
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advertis
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
delivering a “WOW!”
…built on a “WHY!”
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The power is in their hands!
Embrace mobile
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
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Mobile devices: global perspective
of the planet’s population owns a single mobile phone!
~64%(Source: Tomi Ahonen Almanac 2013)
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
7.2 B 4.58 B
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(Source: Tomi Ahonen Almanac 2013)
Mobile devices:
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
5.6 B 3.8 B 3.5 B
AR trinity
of camera phones are connected to the mobile web!
~63%
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OppARtunity!
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
=>
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advertis
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
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Strengths
•provides context
•engages users
•adds value
•is quantitative
•rapidly developing
•not supported in-house
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
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“One of the most powerful aspects of the selling process is the affinity customers develop with a product the moment they touch and engage with it.”
(Source: Matt Trubow | CEO | Hidden Creative LTD.)
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
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Pepsi Challenge Remix
• Compared display ads to AR marketing
• 100 parents shown display ad for toy
• 100 parents shown interactive AR exp.
• Asked: would you buy and for how much?
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
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With permission Matt Trubow | CEO | Hidden Creative LTD.)ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
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ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
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ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
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“Augmented Reality allows sales people to put a virtually enhanced, interactive version of a production directly into the hands of customers and prospects.”
(Source: Matt Trubow | CEO | Hidden Creative LTD.)
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
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It takes time... to create a pARtner!
ThePitch
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
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“Digital Delta Design is The Martin Group's go-to partner in educating, selling, and developing all of our augmented reality opportunities.”
Lisa Strock Senior Vice President | Client Services | The Martin Group
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2013
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ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2013
AR Virtual Tour
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“T.D. Wang Advertising Group has been working closely together on several augmented reality experiences for our clients. We have created many augmented reality solutions that have never been done before in the multicultural space. It has been a pleasure working with Digital Delta Design and we look forward to doing more great work together.”
Pricilla Chooy Digital Media Manager | TD Wang Advertising Group
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2013
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ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2013
History Comes Alive
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Rules of
Engagement
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You’re an
• educate, don’t alienate
• make AR part of the design process
• use the right solution for the job
• work together - we all win!
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ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2014
“Wow”“Why” some
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Thank you!@agentsofdelta or d3ar.com
ADVERTISAR™: LEADING THE ADVERTISING COMMUNITY IN AUGMENTED REALITY IMPLEMENTATION COPYRIGHT © JIM DAILEY | DIGITAL DELTA DESIGN 2013
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Jim Dailey