IT'S NOT A FUTURISTIC DREAM, IT’S HERE NOW.
Augmented reality (AR) is cutting-edge technology that allows for a digitally enhanced view of the real world, connecting you with more meaningful content in your everyday life. With the camera and sensors in a smartphone or tablet, AR adds layers of digital information – videos, photos, sounds – directly on top of items in the world around us.
Around Saddleworth & Tameside Magazine has taken the leap into Layar and a quick survey of our social media savvy peeps has generated big buzz about this new medium.
Layar is an Augmented Reality (AR) platform that enables smartphone (iPhone and Android for now) and Ipad users to scan print copy and link to an almost infinite number of online sources and resources. And it’s about to rock the print world.
Provided you’ve downloaded the app, you can view a short video clip, visit our Facebook page or website or email directly with your questions from this article.
Your interaction has just gone from the relatively passive acts of holding, reading and turning pages into the interactive where scanning, clicking, browsing, shopping, downloading are all possible while sitting in your jammies reading this magazine.
Augmented reality though, will enable readers to access more detailed information about the companies, the products, the research and link directly to online digital channels, while maintaining the integrity of the printed product.
A natural audience for this medium, and one I predict will be early adopters, are advertisers. The print ad is no longer a static vehicle to promote products and services. With this technology, advertisers can link logos directly to websites, link phone numbers so they can be autodialed from mobile phones, connect to Google maps for location, include coupons, special offers, menus, recipes or point to Facebook or Twitter channels. One click can take you from the printed ad to online shopping carts and your Paypal account.
Demonstration videos, price comparisons and product reviews can be accessed directly from the print ad. If you are in the business of selling cars for example, you can incorporate almost everything, short of the new-car smell, to give potential customers a full experience.
What will be important as this technology emerges? As our marketing specialist Paul Gibson pointed out, many websites are not mobile-friendly. Those that are going to take advantage of augmented reality will need to be sure that websites and other digital media are current and up to snuff.
“I know the future is coming, and we need to be ready for it.” My response: “The future is here. Welcome.”