We have some thoughts on augmented reality (AR) and what's happening today with it.  But first, here's a definition from Wikipedia: A term for a live direct or indirect view of a physical real-world environment whose elements are augmented by sensory input such as sound or graphics.  HUH? 

According to Andrew Ettinger, VP, RJP Interactive Media, AR in very simple terms means, "taking what's there and using a computer to add what's not there".  Or - making reality better through a computer interface that provides more information about the physical location or a product.  

Augmented reality has been around for awhile. According to Wikipedia, the first invention, a simulator, was made in 1957.  AR is used in video games and gps satellite technology; it's even been dreamed up in Hollywood screenplays and pop culture (remember Wild Palms?).  As consumers, we see it everywhere - team logos that appear on football fields as we're watching TV, video games (waving a Pepsi can in front of your computer as it serves as a controller in Pepsi's latest contest or Microsoft's Kinect, where your own movements become the controls used to play).  What makes AR different from other technology is that it's a graphical interface, enabling users to "view" things and more detailed things, in a different light.

Many vendors come through our doors with really interesting AR technology offerings.  A few of these include PONGR, VIZL (ProSent Mobile) and LAYAR.  These folks have neat ideas for clients, and shared some of them with us.

PONGR is a mobile platform that connects user generated pictures of ads (or brand images) and "incentivizes" users to share. Consumers can "opt in" for promotional offers and then share it on Twitter or Facebook.  It was born when PONGR founders realized that consumers use their phones to snap literally billions of pictures annually. So why not motivate them to snap a picture of an ad of their favorite designer shoes, soft drink or restaurant and pass it on?  They've also launched a game where users who send more photos get "promoted" within the company and improve their chances for more discounts. (RJ Palmer Entertainment Media is looking into branded content use of the user-generated photo collections.)

VIZL technology is a mobile "social commerce" app that involves taking a picture of yourself or family member etc. and converting/using it to shop "virtually".  Like a virtual dressing room, customers can try on products using their smart phones, after seeing them on display in stores, print and online ads, etc.  So, for example, a mom can scan the tags of different apparel and transpose it onto an image of her teenager. Apparel and accessories can be mixed and matched.  Mom can do the shopping without the teen being at the store with her. VIZL is hoping to get advertisers to sign on as a test for a few categories. 

LAYAR Reality Browser, a Netherlands company, defines its offerings as "the world's leading AR platform on mobile".  It is also a global community that enables anyone to create their own augmented reality experience by adding on layers for free from companies and other content services. Point your smart phone camera at an object or building and select layers to augment what you are seeing.  A related YouTube video, a company location, a restaurant's menu, a ticket interface, mapping, information from Wikipedia, etc. Frances Croke Page, VP, Director RJ Palmer Branded Entertainment Media, is working with a content creator (POPSTREAM.ca) who can create branded video about anything your viewfinder spots from historical architecture to real estate tours.

Tools like these are being tested and used across Madison Avenue to help advertisers further reach their core consumers.  Why?  Advertisers need to address their consumers' newest behaviors, which today involve more texting, mobile phones and social media use than ever before. Retailer Macy's has installed touchscreens in dressing booths for the virtual "try on" experience for their shoppers Macy's 'Magic Mirror' Lets Shoppers Don Virtual Clothes.

Concerns among critics about AR are fairly basic and apply across all media disciplines.  Advertisers should make certain its appeal (some would say hype) is used not as much as a gimmick (although that can be beneficial in some cases), but more as a well thought out plan to engage and sustain engagement with the consumer.  Brands will get more out of AR when its used as a promotional tool, as part of a contest, in distribution or for branding. For the consumer, AR should allow more utility, to help them explore your brand further and demonstrate its functions, etc. (toy companies use AR this way).

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In addition, these tools require set-up platforms to function, from operations to hosting, coding etc. for the advertiser.  But the consumer has to also be involved in some form of setup on their end.  As such, consumers shouldn't have to go through all kinds of tech hoops just to get an okay experience.  

Though not for every brand, as augmented reality evolves, it should be effectively packaged into advertisers' overall marketing mix.  According to Andrew, "Augmented Reality is a hugely important extension.  Location-based services, smart phones and internet are all moving in this direction.  It has endless potential even though no one knows exactly what to do with it yet."

Ad Age just reported the next hurdle in AR - defining advertisers' virtual property rights Your Ad Where?.