How Real Is Augmented Reality?
By: Nick Paradise and Richard Coad, MDB CCD
Augmented reality or “AR” is an interesting new addition to the digital marketing world. With AR, a live view of a physical, real-world environment is augmented with computer-generated sensory input like sound and graphics. (This is in contrast to virtual reality, which simulates the real world in a digital environment.)
AR is common in the world of sports. You’ve seen the yellow “first down” line on football games. The real world elements are the players and the field. The yellow line is augmented for viewers. In ice hockey, an AR colored trail shows direction and location of the puck. Swimming telecasts often add a line across the lanes to indicate the position of the current record holder as the race proceeds.