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.
With the initiation of any campaign effort, we spend considerable time with key stakeholders to determine what “success looks like.” We probe to see what current benchmarks and past campaign performances (successes and failures) have delivered, uncover competitive milestones and establish a regular reporting cycle that fits best for the client organization.
We help brands punch above their weight. If you're being outspent by your competitors, this means we invent ways to make your budget work like a much bigger one. With a better, more engaging idea than your competitors have, and a shrewder way to deploy your media budget. If you're already a heavyweight in your category, then "punching above your weight" is simply our way of saying we'll maximize every dollar, with a more engaging message, and a more efficiently handled budget.