Augmented Reality has a ton of opportunities for Marketers.
Consumers all want to be able to turn on extra information - where is the nearest starbucks, what is that monument, is this product green? Most consumers are already using these technologies, especially when shopping for expensive goods such as Plasma TVs, Ipods, etc - we tend to googled the price in other stores using our mobile phone. The next natural step in this cycle is barcode integration, which has already been done with the google phone and marketers now need to be on top of the results.
Looking forward, I think this will soon turn around and it will be the monuments and products that will recognice us! When walking into a random super market...
"Hi Troels, I'm your favorite chocolate, you haven't bought me in 2 days, are you ok?"
A version of Augmented Reality ... that I to be honest don't see the full purpose of, other than being extremely cool is what I call "positioning based creativity". Carmichael Lynch recently developed a version of this for "Jack Links": http://adage.com/digitalnext/article?article_id=136287.
When a standardized app for using this technology comes out it will be more interesting. Imagine this, you point you mobile phone's camera on a Target Store - on the phone a 3D Store Clerk comes up, showes you around the store and points to good offers that will match you. If standardizing technology hadn't been a constant issue over the last 200 years, I would have invested heavily in this technology.
Take care,
Troels Smit
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