Over the past decade, the advent of augmented reality technology (AR) has created a decidedly complicated digital signage reality. Still, the digital landscape is not that complicated if you understand some of the more basic concepts. With that thought in mind, if you are prepared to delve into this “virtual” world, here are a few of the first questions that you should ask:
Unlike virtual reality (VR) which creates of a totally new “virtual” world, augmented reality (AR) overlays digital graphics on a real world space. One very simple example is the digitally super-imposed, first-down line on the television image of a real football field. Other more sophisticated uses involve virtual displays of prospective additions to a home and even where to “cut” in a complicated medical procedure. In short, AR enhances what already exists while VR technology creates a totally artificial environment.
Over the past decade, AR technology has been embraced by a wide variety of industries and technical fields. You will find it being utilized in as a learning tool in the education, healthcare, marketing and aerospace fields. On a more consumer-oriented level, AR is being used by retailers to show consumers the contents of a box without actually having them open it. Consumers can even manipulate the contents virtually.
AR technology provides an outstanding way to enhance your current marketing materials. In other words, it is not intended to replace your traditional marketing materials but to add significant value to them – especially for the newest, most “connected” users. In addition, the technology itself is quite engaging and can provide an immersive experience that traditional static images and video cannot deliver.
Obviously, a lot of extra effort – and money! – goes into developing an AR ad over a traditional one. Still, if the location for the augmented reality sign is chosen with care, it can justify the added costs. In addition, AR signage displays can – through interactivity – increase their ROI by incrementally lowering labor costs. Finally, there is the somewhat nebulous benefit whereby AR portrays your company as forward looking and not stuck in the past – a not inconsiderable benefit.
iGotcha Media is a digital interactive studio specialized in building memorable screen-based customer experiences. Solutions include screens, interactive kiosks, video walls, RFID technology, audience-measurement technology, wayfinding and payment solutions and in-store audio. We help our clients creatively communicate their value propositions. With offices in Montreal and Toronto, iGotcha Media's clients include Birks, Browns Shoes, Cirque du Soleil, Groupe Touchette, Loto-Québec, National Bank of Canada, Nissan Canada, Reebok, Rona, Toronto Congress Centre and VIA Rail Canada.