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Augmented World Expo Advertising Insights

Published: June 17, 2014

Author: Molly Shotwell

We recently had the chance to attend the 2014 Augmented World Expo (AWE) in Santa Clara and see some new and exciting potential use cases for Augmented Reality.
The prevailing theme of the conference was the desire to bridge the digital and analog worlds through augmented reality. One of the most popular uses of AR technology today is to place 3D models in a physical space, with a whole slew of companies partnering with furniture retailers to help facilitate the process of buying furniture online. ViewAR demonstrated a particularly polished version. A similar popular use was for architects and real estate agents to show off 3D models of their properties using catalogs as image targets.
Another application of the technology that should gain more traction as 3D image capture improves is the ability to virtually try on products, with glasses retailers leading the way. Eyewear eCommerce retailer Ditto had a particularly impressive experience that creates a 3D rendering of the user’s face so they can see a video of themselves wearing the glasses.
We had the opportunity to speak with the folks from Candy Lab whose Candy B.A.R. platform allows marketers and event planners to create location-based augmented reality marketing applications to fit advertising campaigns, events, and games. They had an innovative dashboard that allows for real-time reporting to allow sponsors to see the impact of their campaigns.
The exhibition hall was full of other interesting uses of AR, from augmented toys and games to car product manuals, and from industrial service training applications to augmented scavenger hunts. One application that is sure to increase public awareness of the technology is McDonalds’ upcoming World Cup-themed game based on Qualcomm’s Vuforia engine.
We believe that as augmented reality gains more traction through popular advertising campaigns and wearable tech like Google Glass, we’ll continue to see improved and innovative applications of this world-altering tech!

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