Augmented reality is a yet unproven – on a large scale --
technology which receives a considerable amount of attention. For many augmented reality has the potential to
be a facet of everyday life in the not too distant future. This excitement around augment reality is understandable
as it has the real potential to alter how we interact in everyday life. It offers the opportunity to graft the wealth
of information available through the internet onto our physical surroundings.
To this day, the excitement around augmented reality has yet
to be satisfied with workable or widespread technology. Currently, the technology exists but remains
in a seminal state. It is slow and bulky
and lacks much of the value add that it could or should provide. Google Glass remains the largest foray into
the field, but it’s production and adoption so far is limited.
Despite the current stage of the technology, some firms have not shied away from teasing consumers with its
possibilities. Motorola’s (now owned by
Google) Windy Day app – where one’s surrounds are mapped onto a Pixar inspired
setting – provides a fun avenue for the technology. The app has yet to be offered, but Motorola clearly
believes that even hinting at the technology is enough to entice and intrigue
potential customers.
With the impeding onset of augmented reality, one must
consider how digital media and digital advertising may be advanced through the
medium. The opportunities are seemingly
endless, but the biggest takeaway is that augmented reality will help
advertisers transcend the realm of advertising to better align with the
lifestyles of their consumers, particularly in their physical surroundings. Augmented reality will allow companies to
blur this line, and from a company’s perspective create a more compelling scenario
to access to consumers.
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