Geek speak

What is Augmented Reality?

Thomas West - Monday, January 23, 2012

Virgin, Nestle, Disney, Mercedes Benz, National Geographic and many major brands are embracing the next stage in advertising evolution, as Augmented Reality bridges the gap between print advertising and digital media.


Augmented Reality

Augmented Reality, or AR for short, is a technology that places virtual objects in the real world. Video and images are added to a live scene and interact with their surroundings when viewed through a mobile phone or tablet. For example a 3D dinosaur shown rampaging on a business card, or a video documentary pop-up on a magazine article. 


Virgin


 

Telco giant Virgin teamed up with AR company Blippar to create an interactive magazine. Animated 3D images pop out from pages when viewed through an iPad or Blippar-equipped device.

Disney


 

Disney brought their beloved characters to life with this AR exhibition.


QR Codes

Invented by Toyota in 1994, the Quick Response or QR code is the most popular kind of 2D barcode used by millions worldwide to encode websites, short messages and other useful information into a tiny image. QR codes provide an important link between print and the mobile universe because they can activate the AR experience when scanned from posters, magazines, tickets and more. 


Conclusion

Augmented Reality introduces a new era of interactive print and opens up a world of opportunity to advertising.



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