Augmented reality is somewhat underutilised in the marketing sector. It's got huge potential, but virtual reality is winning in the hype stakes.
The scope of what you can do with AR tech is pretty vast, and as such we were interested to learn of a new AR based tech startup that's launching in the UK this week.
boomApp has developed the first tech to enable AR functionalities for traditional videos and its algorithm can search and find a video within a database of millions in under five seconds. Users scan the video and boomApp, which is browser or app based, shows them which video the image has come from.
With Google revealing that two-thirds of smartphone owners are currently using their mobile to learn more about something they saw in a TV advert, smartphones are slowly becoming the new TV-watching companion.
According to the company, the tech allows brands to connect TV adverts to online content through the scan. The tech allows brands to redirect users online via their smartphones to get more info about the product they've seen, buy it, ask for a sample or instantly share content via social media.
Many do not understand the added value of AR; hence why this techhas the ability to infiltrate many facets of daily life
Joao Da Maia Jorge, co-founder and CEO of boomApp said the current video ecosystem feels like the smartphone market before the iPhone.
"The opportunities are immense and we are extremely proud to be working with global brands at the forefront of the AR revolution," he added.
Since its launch late last year, the company has experienced fast growth and has worked with global brands such as KIA, Carte D'Or and Volkswagen.
Da Maia Jorge said he thinks boomApp will be used primarily by three different sectors:
1. Advertising agencies: "They will be able to develop integrated campaigns, linking Above The Line (ATL) adverts to ‘call-to-action’ through boomApp technology"
2. Broadcast and TV programming: "Including, amongst others TV adverts, – they can use the technology to redirect users to obtain more information about the programme they are watching or enable them to create an added revenue stream for their media space for brands ads"
3. Augmented reality companies: These could could use boomApp for several experiences: for example any AR company (e.g. Blippar or Aurasma) could use the technology to give more information regarding a TV Show, a movie or even an ad. The user just needs to point their smartphone to the video and extra information will appear making the experience richer. Another example could be an AR hardware like Microsoft HoloLens or Magic Leap where, while using the glasses, users will get instant information regarding the video they are watching"
"Currently many people do not understand the added value of AR; hence why this technology has the ability to infiltrate many facets of daily life, ranging from a digitally interactive billboard to a television show, the main challenge ahead is education – which will lead to further adoption.
"All things considered, this will be achieved by our clients themselves – effectively brands and agencies. Their creativity will engage consumers and entice them toward using the app. We’re already seeing some great results in our current case studies," he told VRTech News.
The future of AR is bright
Da Maia Jorge said he thinks, in general, AR will definitely exceed VR in terms of popularity and usage.
"In 10 years the number of AR glasses will surpass the number of smartphones and almost every person using a smartphone today is expected wear an AR device. People will start to see the world through a pair of powerful hi-tech lenses.
"On its end, although VR is equally impressive in its use, it has a more limited application and scope. Its market is niche and typically focuses on gaming experiences – this Christmas we’ll see a flurry of VR devices launching with this very purpose. In short, VR is immersive and places its users in another world; AR adds an augmented layer of functionalities to day to day life, and is something a vast majority of consumers can take advantage of," he added.
Interested in hearing industry leaders discuss subjects like this and sharing their use-cases? Attend the co-located IoT Tech Expo, Blockchain Expo, AI & Big Data Expo and Cyber Security & Cloud Expo World Series with upcoming events in Silicon Valley, London and Amsterdam and explore the future of enterprise technology.