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Augmented Reality Advertising – A Possible Future

Submitted by on Monday, 19 April 201011 Comments

augmented-reality-windscreenLast week we had a couple of students visit us to finalise their dissertation which is based around augmented reality, cheers to Bradley and Kieran for dropping by our office. One of the topics we discussed was how augmented reality will change advertising and will it change advertising for the good.

I’m not convinced that advertisers fully understand the potential yet, but nether the less there are a few good examples of augmented reality campaigns that enable a user to interact with products before they commit to buy. Everything from trying on sunglasses, clothes, watches or even seeing how furniture will fit in the home.

For a long time now we have heard about advertisers wanting to give us geo-targeted promotions, its not fantasy, there are many companies that offer Bluetooth Marketing solutions which have a proximity range of around 100m and can beam out offers to any mobile user foolish enough to leave Bluetooth enabled. You know the kind of thing where you are out shopping and your mobile receives special offers from stores as you walk past. If I’m out shopping, I could be tempted to receive targeted messages about that single specific item I am looking to buy. But if I am looking to buy a  TV I don’t want my phone filled up with discount vouchers for pizzas, baby food, new suits or teeth whiting products as I make my way to the electrical store.

With augmented reality companies are looking at how they can build targeted campaigns to get the best return on their investment, and this means understanding their customer. The technology already exists where digital signage is able to recognise if the person passing is a male or female, young or old, happy or sad, and then choose what advertisement it should display. Someone who is sad could be targeted with an advertisement for a holiday in the sun, where as a young guy would see the latest pair of Adidas trainers.  I have no problem with that, it’s an example of non intrusive targeted marketing. But what happens when digital signage evolves to the point where it recognises you and gives you a custom advertisement based on your buying habits, or worse yet your Google browsing history?

I have a supermarket loyalty card which we use every time we go shopping, occasionally when our discount vouchers arrive we’ll get offers for obscure products that have been recommended to us based on a single random purchase we made in the past. I think the last example was we had purchased something and shortly after discount vouchers arrived for male incontinence pads, no worries, no harm done, the vouchers go in the bin.

Let’s jump forward now to a short time in the future when digital signage has evolved to the point where it can recognise individuals and offer you targeted advertisements based on your previous buying habits. Since digital signage is not private, anyone close by will see/hear your ‘targeted message’ (as well as their own), how do you feel about being offered incontinence pads while riding the escalator on the way to work?

Even further in the future when augmented reality glasses are common place, are we looking at a world where advertisers will combine augmented reality with the real world to such an extent that just by looking at a product will kick start an advertisement?

For an example of a nightmare futuristic scenario take a look at the following video.

So far developers and advertisers have been responsible (or just slow) to exploit mobile augmented reality as a geo-targeted advertising platform and have avoided spamming the user with unnecessary advertisements by pointing out the nearest Mcdonalds, Burger King, Starbucks etc while you are looking for a train station. Let’s hope that it stays that way.

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11 Comments »

  • uberVU - social comments said:

    Social comments and analytics for this post…

    This post was mentioned on Twitter by AugmentedPlanet: Augmented Reality Advertising – A Possible Future – http://tinyurl.com/y5u56e2 #AR #AUGMENTEDREALITY…

  • Augmented Reality Advertising – A Possible Future | Augmented Reality said:

    [...] View full post on Augmented Planet [...]

  • Joey1058 said:

    If AR advertising is done correctly (pfft, yeah, right…), the field will open wide up when digital/infared room mapping starts happening. Most people that purchase the Natal system for their XBox 360s will leave them running 24/7. There will be people that opt in for being monitored for viewing/gaming/living habits. These people will be targeted based on the previous days activities. This info will be coordinated with the current day and the results will determine what ads you get. Example: you start your day with eating breakfast in the same room you have the Natal system; fragging the enemy between bites of toast. On the way to work/school afterwards, you pass the stores you have opted in for their ads. The grocery store you passed sends the special for your brand of butter and bread after accessing your 3Apps shopping list from Yadahome.com. At the end of your day at home you’re back to fragging the enemy. Your avatar passes a store window in the game with the banner ad pasted up with that same brand of butter and bread. The store could even be a VR of the very grocery store you shop at. That’s when AR, VR, and RL will truly converge digitally.

  • Simon said:

    Social comments and analytics for this post…

    This post was mentioned on Twitter by AugmentedPlanet: Augmented Reality Advertising – A Possible Future – http://tinyurl.com/y5u56e2 #AR #AUGMENTEDREALITY…

  • Simon said:

    If AR advertising is done correctly (pfft, yeah, right…), the field will open wide up when digital/infared room mapping starts happening. Most people that purchase the Natal system for their XBox 360s will leave them running 24/7. There will be people that opt in for being monitored for viewing/gaming/living habits. These people will be targeted based on the previous days activities. This info will be coordinated with the current day and the results will determine what ads you get. Example: you start your day with eating breakfast in the same room you have the Natal system; fragging the enemy between bites of toast. On the way to work/school afterwards, you pass the stores you have opted in for their ads. The grocery store you passed sends the special for your brand of butter and bread after accessing your 3Apps shopping list from Yadahome.com. At the end of your day at home you’re back to fragging the enemy. Your avatar passes a store window in the game with the banner ad pasted up with that same brand of butter and bread. The store could even be a VR of the very grocery store you shop at. That’s when AR, VR, and RL will truly converge digitally.

  • Augmented reality and the shopping mall of the future | Augmented Reality said:

    [...] Augmented Reality Advertising – A Possible Future [...]

  • Augmented Reality Literature Review « Jethro's Blog said:
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  • The unbearable lightness of seeing | adlib.co said:

    [...] A.I. will have have mind bending applications, and will herald a new and very different world of advertising, design, entertainment, geo-targeted promotions and living in general; they will also alienate a [...]

  • AR: 5 indicatoren voor succes « Erfgoed 2.0 said:

    [...] Tot slot nog een video die een aardig of juist angsaanjagend toekomstbeeld van Augmented Reality schetst (via augmentedplanet.com): [...]

  • Wynajem autobusów said:

    Very interesting future

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