Traditional advertising delivers. But it does not engage. Digital advertising delivers and engages, but it is not exciting enough. Games are exciting and engaging, but it is not ‘real’ enough. Enter Augmented Reality: engaging, exciting and high on deliverables.
An extension of virtual reality, augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory inputs such as sound, video, graphics or GPS data. It is related to a more general concept called ‘mediated reality’, in which a view of reality is modified by a computer. As a result, the technology enhances one’s current perception of reality. According to the industry, the trend of using AR to reach out to the ‘butterfly consumer’ is on an upswing.