Augmented Reality

Augmented reality (AR) is a live direct or indirect view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data. It is related to a more general concept called mediated reality, in which a view of reality is modified (possibly even diminished rather than augmented) by a computer. As a result, the technology functions by enhancing one’s current perception of reality. By contrast, virtual reality replaces the real world with a simulated one. Augmentation is conventionally in real time and in semantic context with environmental elements, such as sports scores on TV during a match.

Augmented reality, or AR, is defined as an enhanced view of the world, where digital information and interactions are added to the real world environment. Users unlock augmented reality experiences by viewing physical triggers with a camera enabled device, such as a smartphone or tablet. There are different versions of AR technology on the market today. We can separate the technology into two main types: Marker based and Markerless AR.

Marker based AR relies on a 2D visual marker, such as a tag, barcode, watermark, QR code, or other reference point on printed materials. The marker triggers the AR experience on the user’s device.

Markerless AR uses any part of the real world environment to trigger digital and virtual experiences. Image recognition or other sensors are used to determine the location, position, or orientation of the device in the world. Any image can be used to trigger markerless AR (even those already printed) with the help of a content management interface or platform.

The key to effective AR marketing involves blurring the line between physical and virtual experiences. Virtual experiences are convenient, fast, and technologically impressive, but they are also fairly impersonal and hard to connect with. Physical experiences, on the other hand, are immersive, gratifying, and memorable, but lack the sophistication or efficiency of digital tech.