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RESEARCH, ANALYSIS & TRENDS
AR to "augment" existing
communication and marketing tools
AR to "augment" existing
communication and marketing tools
Augmented Reality (AR) technology is the virtual addi- sciously perceived and experienced since visual and
tion of digital, computer-generated information to the real haptic content complement each other.
world and a buzzword of the advertising and media in-
dustry since 2010 for good reason. It holds the technolo- Although the virtual objects represented with augment-
gy for one of the most important evolutionary stages in ed reality are only touched on the display of the mobile
information technology, such as the interaction possibili- devices, a haptic perception of the object is created by
ties in real-time as well as the three-dimensional percep- the possibility of turning and clicking.
tion of contents.
AR is combining several senses simultaneously and
Originally developed for use in the industrial environment neuromarketing researchers say that the different per-
and the military field, the further development of the ceptual channels influence each other and that mes-
technology makes commercial applications in brand sages, which are recorded simultaneously over differ-
communication possible by now. Among experts, the ent channels of perception, are amplified by the brain
economic expectations for AR, as well as its role in the several times.
advertising market respectively, are controversially dis-
cussed, but for the advocates AR has enormous creative The possibilities for AR in the fields of marketing, media
potential for the advertising industry and is considered and communication are manifold and can be divided
the "mass medium of the mobile age". into stationary AR systems, mobile AR systems, and
wearables.
A central advantage of AR is that content is not only con-
sumed passively. Kinetic activities are triggered through Smartphones have all the prerequisites for the projec-
animation and interaction, so that the content is con- tion of virtual data into the real world, namely software,
8 September 2017 - Immersive & Engagement Marketing (AR / VR)
