Several years into the future, augmented reality technology that presents a virtual three-dimensional images through digital devices such as computers and smartphones is estimated to be widely used as a supporting technology matures. One application of these technologies is enriching the form or content of the ad.
Ad became one of the strategies to win business competition. However, so far there has been no breakthrough in advertising that can create a close relationship between consumers and products. The average ad is filled with messages direct from the manufacturer without involving interaction and feedback directly from consumers. With the technology of augmented reality (AR), advertising is done by enabling more interactive.
“If we see, the industry is currently stagnant. They need something unique. This technology could be the answer to improve the interaction product or brand with consumers,” explained Peter Sheare, Managing Director of Augmented Reality & Co. (AR & Co.), one of the local companies in Homeland developing augmented reality solutions since 2009.
According to him, the AR could be a solution in advertising industry, for example, in a product brochure. AR basically insert the virtual world into the real world. With AR, when a consumer sees a brochure using a specific device, you will see a 3D animation. Provided there supporting applications such as eyeglasses and camera equipment camera, notebook, or smartphone is equipped with an application identifier AR.
AR technology in the chat held on Wednesday (06/07/2011) at eX Plaza, Jakarta, Peter demonstrated the brochure advertising the Toyota Yaris. If brochures are faced with a notebook webcam, the notebook will appear to interactive information about the product. Consumers can also get in the ad.
“We can also play racing game Yaris cars with flyers earlier. We are interacting not with a notebook, but with the brochure. We can move the brochure for the forward, reverse, brake, and so forth,” he said.
Yaris brochure is just one of many works of AR & Co.. Another product is packaged tea Sosro. “When we confronted the packaging of this tea in front of a webcam, we can see the animation, so interactive,” said Peter. He claimed, AR Sosro successfully contribute to increase sales by 400 percent.
AR & Co. has been assisting 50 companies to develop interactive communication with AR. Technology developed AR AR & Co. has also been used for the mass media. In addition, Telkom has also been used to launch the new logo.
“The focus of this AR in advertising is interactivity,” said Twilight Lazuardy, Head of IT Department of AR & Co.. So, with the AR, the interaction between the consumer and the brand will be more closely so that consumers were encouraged to buy the products offered.
For industry, the AR also creates new revenue gap. “For the media, can be used for advertising. Advertising can become more alive. For example, if there are ads in movie theaters, with AR then the ad exposes it to the webcam, the reader can immediately see the trailer,” explained Peter.
According to Sunset, the current challenge is to introduce the AR technology because the technology is relatively new. One of them with emphasis on activities to introduce this technology on society and business. Another limitation is that not everyone has the tools to enjoy the AR technology. However, according to Sunset, AR forwards that can be enjoyed by mobile devices will grow rapidly. AR & Co. alone has developed the AR that can be accessed via the device with the Android OS and the iPhone.
This entry was posted on Wednesday, September 21st, 2011 at 11:23 am and is filed under Technology Info. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.
