Augmented reality is bringing in changes in many sectors, one of them being the media. With new technologies coming up, people are looking for variety in their daily life. This has caused retailers, publishers, advertisers, etc. to include these latest technologies in their marketing strategies so that they can fulfill the requirements of their consumers, readers, viewers and more. By using augmented reality in media, a huge change can be brought about in this sector. Print media, electronic media and social media can be made more interactive by using this awesome technology.
With the advancement of technology, print media is going through a transition phase. People are now more inclined towards digital content rather than printed content. To reach the target audience, print media is slowly and steadily including digital media. This is possible with the use of augmented reality platform. By integrating digital content within printed materials like magazines, brochures, books, etc. publishers will be able to draw the attention of technologically advanced consumers of today.
Augmented reality makes the transition from print media to digital media seamless and enhances the former. Contrary to popular belief that print media is dead, this media is more in demand than ever before. Print ads are still in vogue and different business are using these ads to promote their business, only with a slight addition- AR. Print ads will come to life by incorporating AR in them.
Benefits of using AR in Print Media
By integrating AR in print, marketing as well as functional benefits can be obtained. Here are a few benefits of using AR.
- Sales of the copies will increase significantly
- With AR ad campaigns on print, revenue generation will increase
- More users can be targeted
- Readers’ loyalty will increase as publishers provide them with interactive content which are in line with their needs and current trends.
- The quantity and type of information that is provided to the readers can be increased.
- Readers can learn and retain more information when they see it in an interactive form.
- Readers will be able to connect and engage more with the content.
Different Examples of Augmented Reality Use in Print
There are numerous instances where augmented reality has been used in newspapers, magazines, etc to draw the attention of the readers towards different businesses. A few of them have been mentioned here. The AR content embedded in the magazines, brochures or other print materials will take the readers to other content, online videos and retail sites.
- The Independent
This UK newspaper has a daily AR feature. Readers will be able to view additional multimedia content from the newspaper. This is possible with the use of the Blippar app and scanning the paper with their smartphone or tablet.
- Newspapers Canada
Nissan launched its Nissan Altima in an innovative way. The brand created an augmented reality ad which was published in Newspapers Canada. The readers were required to scan the ad with the Layar app and they were then able to see videos of the car and also able to schedule a test drive in an instant.
- Top Gear Magazine
The Top Gear magazine has been using augmented reality since 2012. Engine Creative teamed up with Aurasma and this magazine to create the world’s first fully augmented magazine. Readers of the magazine can get hold of additional content when they scan it with the Aurasma app. They can see reviews, test drives, lap times and other motor related content.
Augmented Reality in Electronic Media
Augmented reality is not only used in print media. It is slowly finding a steady use in electronic media as well. With AR being used for TVs, users will be able to get a second screen experience. When watching a video clip on TV, users can see even more additional content in their mobile devices when they place their smartphones or tablet in front of their TV screen. Most of the AR apps use image recognition technology which can recognize moving as well as static images to provide the additional content to the users.
Applications of AR for Television
There are many applications of AR for television. A few of them include:
- Weather Visualizations
One of the most common applications of AR for TV is weather visualization. It is widely used for weather forecasting where full motion video of images are captured in real-time for various imaging devices and cameras and then displayed. They are joined with 3D graphics symbols and mapped to a virtual geo-space model which is common for both. The animated visualizations are the first true application when it comes to AR use in TV.
- Sports Telecasting
Another important application is of sports telecasting. For providing the audience with enhanced viewing, there are tracked camera feeds which contain transparent and overlaid augmentation in sports and entertainment venues.
For example, the yellow ‘first down’ line that is shown in TV broadcasts of American football games, show the viewers the line which the offensive team must cross to get a first down. AR is used during the telecast of other sports also like rugby, cricket, hockey, swimming, etc. to provide the users with a much clearer view.
- Next gen TV viewing
The recent application of AR is for next generation TV viewing. It provides the viewers of the next generation TV an opportunity to interact with the programs that they are watching. With AR enabled TVs, viewers will be able to place objects into a program and also engage with these objects, like moving them around.
AR is also now being used in 3D TVs where viewers can watch a television program and also access related web content to know more about the program.
TV viewing will move onto a different level with augmented reality in the coming years.
A Few Examples of AR use in Television
Here are a few examples of AR use in television.
- Point App
The Point app by Telibrahma will let viewers see additional content when they hold their smartphones or tablets over the images or videos in the TV. When you point your smartphone over a static image on the TV, an interactive sequence will start. If you hold it over any video or commercial of a product, a visual overlay is provided which will provide you additional information on the product or video.
SeeSpace, a start-up based in San Francisco, launched an AR TV viewing experience for the users with InAir. A TV program and related web content can be viewed side by side with InAir. It works with 3D TVs where the additional information will float in front of the screen. Viewers will also be able to manipulate the content with their hand gestures which are detected using Kinect, Leap Motion technology.
- VisualSync AR
With VisualSync AR, viewers will be able to see related content through their tablets or smartphones which is synchronized with the video they are viewing. With digital watermarking, a logo or ID number is attached to the video which is sensed by the mobile device technology and additional content is provided to the users.
Social Media and Augmented Reality
Brands have been using social media for quite some years to promote their products or services and get the attention of the consumers. Social media has proved to be a remarkable tool for generating word of mouth in the digital world. When combined with augmented reality, social media can turn out to be more powerful.
Benefits of Using AR with Social Media
There are many benefits of using augmented reality with social media. Some of them include:
- Connecting Emotionally
With AR, consumers generally get emotionally connected with a product. As the consumers can visualize it in their own surroundings instead of an artificial surrounding of a store or view products through static pages of a catalog, the products become more personal. This emotional connection urges the customers to share their experiences with their friends using social media.
- Increasing Conversations
When customers share their experiences and pictures of the products in an augmented environment across social media sites, they generally ask for opinions or provide their views on the products. This starts a conversation about the products. With increasing conversation about the products, more people will know about them and it will increase the popularity. This can crate brand ambassadors and more people might be advocating for the products.
- Creating Brand Loyalty & Repeat Customers
As conversations start, communities are weaved together. People share their opinions, talk to each other and create their own perspectives online across different social media channels. This leads to the growth of communities around certain products or brands. As the communities grow, brand loyalty will increase and businesses will get repeat customers thereby increasing their sales.
So, businesses should make it a point to add social media features in the augmented reality apps or devices that they use for the promotion of their products or services.
Augmented reality can thus have a huge influence on different types of media and help brands to promote their products or services easily and reach out to a larger audience.
Image Source – nmy.de