Tag Archives: Augmented Reality

AR & QR – Here to Stay?

I just read a great re-cap post on “super brand’s” use of Augmented Reality from Chris Lake on Econsultancy and it got me thinking.  Specifically about AR & QR codes.  I call both technologies enabling technologies because they both enable the offline to be merged with the online.  And they both enable deeper experiences with the brand.  But QR codes – really any barcodes – just don’t seem to have the attraction, nor the experimentation to scale and use that AR has.  Why do you think this is?

Aside from the end-visual difference between the two, I think it’s simple – QR codes don’t do for a brand what AR does.  In other words – QR codes are just another way to access information.  AR is another way to experience a brand.  It’s quite a big difference.

At the end of the day, do we really need QR codes?  We can duplicate the same experience through advertising a URL or a short code.  Some would even argue that accessing a deeper level of information through a URL/short code is a better experience than through a QR code.  You don’t have  to understand what it is, how it works, download an app, take a picture.  Just simply type or text for the information you want.

AR, on the other hand, is an experience unto itself.  You can’t duplicate the experience any other way.  And because AR is what it is, it allows brands to either create an experience or utility that can show things in ways that no other medium can.  And that’s one of the fascinating things to me about AR – it transcends the mediums/screens we use to consume media.  It lives, literally, somewhere between your hands in the real world and your eyes on whatever screen you experience it on.  It can immerse someone in a brand far more effectively than any barcode can.  And depending on the actual solution, it can probably immerse someone more than a TV commercial can, or a website, or a banner ad, or a “static” video.

QR codes & AR both have hurdles for sure.  Start with the technology needed and the effort required to access either of them.  But because of what each provides, do you think one will outlive the other?  Or do you think that they’re both here to stay?

More Important: Technology or Audience?

I’m working on an augmented reality solution for a medical client of ours and I’m once again struck by an interesting dichotomy, one that I find recurring in every “emerging” solution I’ve launched:  the balance between pushing technology and utilizing its strengths vs. creating a solution appropriate for the audience.

One school of thought is to push the limits of the technology.  Since it’s new and often times experimental, we should try to use it for what it’s worth.  If it’s touch screens, push for it to be multi-touch, allow the user to “throw” items, work in video hosts and multiple pathways – all make for rich experiences and play to the strengths of that particular technology.  If it’s mobile integration, customize everything, send coupons/messages, utilize the Bluetooth and/or GPS.  If it’s augmented reality, play as much as you can with the real world object and use it to base as many interactions between the two worlds as you can.  In all cases, we’ve got this technology, it has so many possibilities, push them to show how strong they are.

But then you have the other school of thought – how is the audience really going to interact with them?   I understand that we can’t underestimate the audience.  When I was in college, in screenwriting classes, I heard over and over again – “don’t underestimate your audience.  They’re smart.”  Same thing applies here, especially since this sort of marketing is more experiential.  But we can’t overestimate them either.  From my point of view, and most people around me, we know how these technologies work and we’re anxious to play with them.  We’re in the minority.  Most people, particularly over a certain age, don’t feel completely comfortable in front of their computer and don’t fully understand the capability of that device.  Same thing with mobile phones.  Forget about something that they’re required to go up and touch, especially if it doesn’t look touchable.  Or something that they’re required to hold up to a webcam.  I’ve seen over and over again that in most cases, you have to keep it simple, which is counter to really utilizing these emerging technologies to their full extent.

And this is so indicative to where we are in the industry right now.  This sort of marketing and experience – IOOH – is intimidating.  I think people see the hassle or the “weirdness” of it all instead of seeing its potential – a new way of learning and communicating.  We can create experiences through these types of technologies that can make people’s experiences outside of their home much better, much more seamless, much more effective.  By and large, they just don’t know it yet.

So, I’d just say, it’s always important to think about the capabilities of these technologies.  Always know what they can do, but create solutions – regardless of how “much” it utilizes the true power of the technology – that are most appropriate to your audience.  The basic fundamentals of marketing still apply – know who you’re talking to before you come up with a solution.  To be most effective in this new field, keeping it simple will pay more dividends and help out in the long run, more than whiz-banging people right off the bat with this newfangled technology.  We can be just as capable of creating innovative solutions.   

Thoughts?  Let me hear them.

DOOH, Duh, or Huh?

In my opinion, the term “Digital” Out of Home, or “DOOH” is becoming widely overused.  So much so that I think it dilutes the space, minimizes the impact of what can truly be done through technology outside of the home, and ultimately, confuses people – advertisers, marketers and brands alike. 

I look at the term through a simple lense.  Digital Out of Home (DOOH), to me, is nothing more than adding display technology to an otherwise static OOH installation.  So, let’s take a billboard for instance.  The standard OOH installation is a static billboard.  The digital OOH installation is created by simply adding some sort of display technology onto the the static billboard.  This can be through LEDs (as is the case with billboards), LCDs, plasmas, or projection.  It’s a finite list, but apply any of them to any static OOH installation and voila, you now have a digital version of said installation – Digital Out of Home. 

I think it’s important to make this distinction, especially with the introduction of other technologies that make our surroundings, including these billboards, come to life.  As mentioned in a previous post, I call these sorts of technologies enabling technology.  Right now, I think it, too, is a finite list, but it’s a bigger list than display technology.  RFID, for example, is an enabling technology.  GPS is an enabling technology.  Mobile, albeit more broad, is also an enabling technology.  But within mobile, I think you start to see a subset of enabling technologies like Augmented Reality, QR Codes, MS Tags, and Bluetooth.  Then, you have touch screen technology (single and multi-touch, even gesture-based) that is on the list, too.   The point is – these technologies enable personal interactions with an otherwise digital installation.  At this level, it is not Digital Out of Home to me.

I sense more and more that the industry and many of the players in it call everything Digital Out of Home just because it occurs outside of the home through any sort of technology.  But unless we start talking about it in consistent terms, how can we expect it to catch on and even grow?  Do you agree?  I’d love to hear your thoughts.