What do PokΓ©mon GO, Google Street View, and Snapchat filters share in common? They all utilize augmented reality (AR).
While AR can certainly transform your appearance or help navigate, its potential goes far beyond these uses. Augmented Reality Advertising is revolutionizing how businesses connect with their audiences by creating immersive and interactive experiences. AR’s ability to craft unique and engaging experiences has made it an invaluable asset for marketers.
In this guide, weβll explore what AR is, how it differs from virtual reality, its various applications, and how growing businesses can effectively leverage it.
Understanding Augmented Reality (AR)
Augmented Reality (AR) is a technology that enhances our perception of the real world by overlaying digital elements onto our physical surroundings. This technology enables users to integrate virtual content with their actual environment, making it useful in various fields, from aiding pilots and surgeons in complex tasks to adding playful filters to our Snapchat stories.
As mentioned earlier, AR enriches reality by superimposing digital content onto the real world. For example, those Snapchat filters? That’s AR in action. PokΓ©mon GO? Also AR. However, something like the Oculus Rift is differentβthat’s virtual reality, which weβll discuss later.
AR has evolved to assist fighter pilots navigating at supersonic speeds and surgeons performing intricate procedures, showcasing its advanced capabilities and wide accessibility.
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The Evolution of Augmented Reality (AR)
Augmented Reality (AR) originated at Harvard University in 1968 when electrical engineering professor Ivan Sutherland developed a head-mounted display system, famously dubbed βThe Sword of Damocles.” This early AR device was so large and heavy that it had to be suspended from the ceiling to function properly.
In the ensuing decades, AR technology advanced significantly, finding applications in aviation, military, and industrial simulations. However, it wasnβt until the late 1990s that AR captured widespread public attention.
One of the first prominent uses of augmented reality came from a surprising source: the NFL. The yellow first-down marker that has become an indispensable part of football broadcasts is one of the earliest and most practical applications of AR.
Since then, AR has rapidly evolved and expanded into both commercial and consumer markets. Between 2011 and 2013, major brands like Disney, Coca-Cola, and National Geographic began incorporating AR into their marketing campaigns, utilizing the technology in large events and public spaces like shopping malls and Times Square.
In 2014, Google introduced Google Glass, the first mass-produced wearable AR device, which allowed users to access digital information with a simple nod of the head. Later that year, Snapchat launched its geofilter feature, enabling users to add location-based graphics to their photos. The platform soon followed up with Lenses, a feature that applies motion graphics to users’ faces in photos and videos.
As AR technology has grown, augmented reality developers have played a crucial role in bringing innovative applications to life. By the end of 2017, Snapchat had 187 million daily usersβa testament to AR’s growing popularity. Today, AR is widely integrated into various social networks, businesses, and retail platforms, becoming a ubiquitous part of our digital lives.
How Augmented Reality (AR) Works
1. Cameras and Sensors
Augmented Reality begins by capturing the real world through cameras and sensors, which gather data about the user’s environment. This real-time information acts as the foundation for the AR experience. For instance, smartphone apps utilize your device’s built-in camera, while more advanced systems, like Microsoftβs HoloLens, rely on multiple specialized cameras. AR experiences are enhanced with cameras capable of 3D imaging, such as the iPhone Xβs TrueDepth camera, which provides depth data for more immersive and realistic interactions.
2. Processing
To create seamless AR experiences, substantial processing power is required to analyze real-time inputs like acceleration, position, tilt, and depth. Fortunately, modern smartphones have the capability to handle these complex computations without the need for additional hardware. This advancement has allowed AR technology to become more accessible and portable. Devices no longer require the bulky setups of the past, such as the ceiling-mounted “Sword of Damocles.” Companies like Google have worked for years to miniaturize the necessary cameras and spatial sensors to fit within the compact form factor of a smartphone. As AR technology advances, even more devices will incorporate these sophisticated features.
3. Projection
Once the real-world information is captured, the AR device uses projection to overlay digital elements onto the physical environment. Currently, these projections are displayed on smartphone screens or within the multiple screens of wearable devices. There is also the potential to project directly onto surfaces, eliminating the need for any screens or headsets altogether, and offering a more integrated and seamless AR experience.
5 Types of Augmented Reality (AR)
While all AR technologies share some fundamental similarities, there are distinct types of augmented reality, each suited to specific applications. Hereβs a quick overview of five different types of AR, highlighting their advantages and limitations.
1. Marker-Based AR
Marker-based AR, also known as image recognition AR, relies on a physical object, such as a QR code or product packaging, to trigger the display of digital content. This method is relatively simple to implement and demands minimal processing power, but its functionality is limited to situations where the specific trigger is present. A popular example is the IKEA app, which lets users visualize how furniture would look in their home.
2. Markerless AR
Markerless AR is more flexible compared to marker-based AR, as it doesnβt depend on specific physical triggers. Instead, it uses a combination of cameras, GPS, and accelerometer data to track the userβs location and overlay relevant digital information. This technique, known as Simultaneous Localization and Mapping (SLAM), powers most of the markerless AR experiences available today. An example is the IKEA app that allows users to virtually place furniture in their space without needing a marker.
3. Projection-Based AR
Projection-based AR involves projecting digital images onto real-world objects or surfaces within the userβs environment. For instance, you could project a virtual keyboard onto your desk and type on it. This form of AR eliminates the need for screens or headsets and can create engaging experiences for large groups. However, it may not be the most practical solution for smaller-scale or individual use cases.
4. Outlining AR
Outlining AR utilizes image recognition technology to highlight the boundaries and shapes of objects, rather than altering the entire scene. This type of AR is frequently used in applications like enhancing driversβ visibility of road edges in low-light conditions or assisting pilots in aligning with landing strips.
5. Superimposition AR
Superimposition AR employs object recognition to overlay or replace real-world objects with digital images. This type of AR is especially useful in fields like medicine, where a surgeon might overlay a digital X-ray onto a patientβs body during a procedure to provide a clearer view of the area being operated on.
Augmented Reality (AR) vs. Virtual Reality (VR)
While augmented reality (AR) and virtual reality (VR) may seem similar, they serve different purposes and offer distinct experiences.
Virtual Reality is often highlighted by prominent devices like the Oculus Rift and Samsung Gear VR. Unlike AR, VR immerses users in entirely digital environments, creating a fully simulated experience that disconnects them from their real-world surroundings. While this provides a range of exciting possibilities, it can be less practical for everyday tasks and requires users to be cautious to avoid disorientation or accidents.
Augmented Reality, on the other hand, enhances the real world by overlaying digital elements onto the userβs actual environment. This approach is less disruptive and integrates seamlessly with daily activities, making it easier to use in a variety of practical applications.
Applications and Examples of Augmented Reality (AR)
Augmented Reality (AR) extends far beyond adding digital effects to photos or enhancing game experiences. Its versatility allows it to be applied in a variety of fields, offering practical and innovative solutions.
1. Transportation
Augmented reality is transforming transportation by improving navigation and operational efficiency. For example, Aero Glass has developed AR headsets for pilots, providing essential information such as airport layouts, navigation points, and terrain features, even in poor visibility conditions. Similarly, WayRayβs Navion system projects navigation directions onto a carβs windshield, helping drivers stay focused on the road and reducing distractions.
2. Retail
In retail, AR enhances the shopping experience by allowing customers to visualize products in their own space. IKEAβs βIKEA Placeβ app lets users preview furniture in their home before making a purchase, while Sephoraβs Virtual Artist app enables users to try on makeup virtually. These tools not only streamline the buying process but also provide a more engaging way to interact with products.
3. Education
AR has the potential to revolutionize education by making learning more interactive and engaging. For instance, AR can turn static textbook illustrations into dynamic, 3D models, helping students visualize complex concepts. Apps like AR Flashcards Animal Alphabet bring educational flashcards to life, making learning the alphabet more enjoyable for young children.
4. Entertainment and Sports
The entertainment and sports industries are also benefiting from AR. StubHub, for example, introduced a feature that allows users to see a virtual 3D model of a stadium and their seat view before purchasing tickets. In sports, the MLBβs βAt Batβ app integrates AR to provide real-time statistics and player information, enhancing the fan experience.
5. Marketing
Marketers use AR to create immersive and interactive advertisements. For instance, Pepsiβs 2014 campaign featured an AR installation in a London bus shelter that projected thrilling scenarios like UFOs and giant robots. This creative approach garnered significant attention and became one of the most popular ad campaigns on YouTube.
6. Healthcare
In healthcare, AR is making strides in both training and patient care. Tools like AccuVein help medical professionals locate veins more easily, improving the accuracy of IV insertions. Additionally, AR glasses from NuEyes assist individuals with severe vision impairments, while research shows that AR can alleviate phantom limb pain for amputees by simulating the presence of the lost limb.
Augmented realityβs broad range of applications demonstrates its ability to innovate and improve various aspects of daily life, making it a powerful technology for multiple industries.
How SMBs Can Leverage Augmented Reality (AR)
Augmented Reality (AR) is not just for big brands like IKEA and Starbucks. Small and medium-sized businesses (SMBs) can also harness AR to boost their visibility and engage customers without needing extensive coding skills. For instance, businesses that collaborated with PokΓ©mon GO to turn their storefronts into PokΓ©Spots experienced an average weekly sales increase of $2,000 due to heightened foot traffic.
SMBs should explore cost-effective ways to integrate with existing AR platforms. Partnering with established augmented reality services can provide a significant growth opportunity. If youβre interested in developing your own AR application, start by examining your customer journey to create an experience that enhances their interaction with your brand and encourages purchases.
While creating an AR application can be beneficial, itβs crucial to ensure it adds real value to your customers. AR should simplify how customers engage with your products or services, such as allowing them to visualize or test products in their own space.
When choosing between AR and VR, AR often makes more sense for SMBs. VR requires costly, specialized equipment that many consumers do not have access to, whereas most people already carry an AR-capable smartphone. By adopting AR early, businesses with innovative ideas and technical capabilities can gain a competitive edge.
Whether through augmented reality filters or custom AR solutions, embracing this technology can position your business for success in the evolving digital landscape.
Conclusion
Augmented reality has been evolving for decades, and its full potential is still unfolding. By blending the physical and digital worlds, AR offers numerous applications that can enhance productivity, living standards, and entertainment. Although AR adoption started slowly, advances in developer tools suggest a bright future for this technology.
Contact us for more information on how augmented reality can elevate your business. Whether youβre looking to enhance customer engagement, drive sales, or explore innovative marketing strategies, weβre here to help. Discover how AR can transform your business and set you apart in a competitive market.