New worlds of interactivity are all around us.

ARE YOU SEEING THEM YET?

AUGMENTED REALITY

The prevalence of webcams and adoption of smartphones means that THEAUGMENTED REALITY EXPERIENCE HAS TRULY COME TO MARKETERSAND CONSUMERS. It may have started with online features for webcams, butAR is now no further away than a pocket or purse.

By 2011, smartphones will enjoy a larger marketshare than laptops and PCscombined, and costs of an AR site are comparable to an integrated mobile site,so growth expectations are huge.

HOW CAN MARKETERS BE PREPARED FOR AR? BY FIRST, AUGMENTINGTHEIR KNOWLEDGE.

OPPORTUNITY AWAITS

*Chris Grayson, GigantiCo

IT IS ABOUT EMPOWERING PEOPLE AND SOLICITING REAL-TIMEENGAGEMENT.

Software such as Layar, Wikitude and Bionic Eye currently allow consumers toimmerse themselves in rapidly developing digital worlds. 3D rendering,geo-tagging and virtual media placement are to offer new opportunities formarketing and branding.

If you’ve watched an NFL football game in the last several years, you’ve seenAR in action. That yellow “first down” line is likely the most widely viewedexample of mainstream AR to date.

WHAT EXACTLY ISAR-VERTISING?

IT IS ABOUT EMPOWERING PEOPLE AND SOLICITING REAL-TIMEENGAGEMENT.

Current augmented reality systems are GPS-BASED BASIC MOBILE AR.This system integrates the on-board video camera, screen, GPS, magnetometer(compass), and accelerometer (level) to know where the smartphone is“looking.” This makes it possible to overlay contextual data.

BUT THERE’S A MORE IMPRESSIVE AR SYSTEM UNDER DEVELOPMENT…

HOW DOES IT WORK?

*Chris Grayson, GigantiCo

Use of FLASH™ SOFTWARE IN AR DEVELOPMENT CAN PROVIDEEXCELLENT REACH WITH EXISTING DEVICES. This will result in fasterconsumer familiarization, more feedback to developers and acceleratedapplication improvement.

But, marketers need to MOVE PAST NOVELTY TO UTILITY-BASED CONSUMERENGAGEMENT.

MOBILE DEPARTMENTS WILL NEED TO WORK WITH OUT OF HOME TEAMSIN MEDIA MANAGEMENT. For successful utility-based campaigns, developersand strategic marketers will depend heavily on each others’ skills.

MOVING FROM NOVELTYTO UTILITY

*Chris Grayson, GigantiCo

SOON MOBILE DEVICES WILL RECOGNIZE NOT JUST CONTEXT, BUTSURROUNDINGS AND SITUATIONS TO PROVIDE INFORMATIONUNPROMPTED. Accurate search capabilities will be automatically initiated atoptimal times.

Just imagine depending on a contact lens for situational or productinformation. Sound far-fetched? Well, it’s under development as we speak…

DO YOU KNOW HOW BEST TO COMBINE RESOURCES TO EFFECTIVELYUTILIZE AR?

MOVING FROM NOVELTYTO UTILITY

*source IEEESpectrum.com

Feeding on the 2010 World Cup frenzy, the telecom giant was able to exciteonline viewers with its AR Soccer Game Banner. Using consumers’ webcamfeeds, motion technology allowed viewers to try heading corner kicks past agoalkeeper. As part of AT&T’s “Rethink” campaign, not only did it engageviewers, it built buzz.

AT&T’s successful foray into AR marketing generated a tremendous amount ofpress coverage and word-of-mouth marketing – online and off.

PRACTICE 1AT&T

*source ITVT

Ogmento will soon release its PUT A SPELL iPhone app. Developed inconjunction with literacy experts, children interact with an animated pandathat challenges them to spell. Development is also on track for AR SKETCH, anapp that allows users to manipulate 3D versions of their sketches, secondsafter drawing them.

Video games have been a marketing sweet spot for several years now. Justimagine the opportunities in AR game advertising…

PRACTICE 2OGMENTO, INC.

*Ogmento.com

Global mobile revenue is projected to top $700 million by 2014. ABI Researchsuggests that the global share of this attributed to AR will grow “TO MORETHAN $350 MILLION BY 2014.”

The technology is in place, developers are innovating quickly and the public isprimed for AR engagement.

AS MARKETERS, ARE YOU READY TO LEVERAGE THESE NEW WORLDS?

THE BOTTOM LINE

*sources ABI Research, Agora Media Group, Jupiter Research

Ludvik + Partners provides value by assessing your company’s overall marketingtheme and determining a strategy that helps AR deliver on fundamentalobjectives. We’ll ensure that your underlying marketing plan is aligned withmeasurable business goals.

…THE WORLDS OF AR AREOPEN FOR BUSINESS. NOWYOU AR READY!

CREATIVE ADVERTISING REDEFINED.245 East 50th Street, Suite 4A / New York, NY 10022 / T: 347.586.9862 / F: 212.371.3279 / www.ludvikplus.com

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