Former Google Earth director: AR is growing up

Former Google Earth director: AR is growing up

Augmented reality (AR) is moving beyond its experimentation phase and is getting “down to business”, according to former Google Earth director Dave Lorenzini.

B&T Magazine
Posted by B&T Magazine

Lorenzini, who was in Melbourne for Blue Star Interactive’s Inventing Tomorrow launch event earlier this week, believes it is only a matter of months until wearable technology such as glasses flood the market.

“Technology without a purpose is just a waste of time but where we are going is to a whole new world with AR,” he said.

Inventing Tomorrow was the launch pad for Blue Star Interactive’s AR technology at Melbourne’s Crown on Tuesday evening. The event gave attendees the chance to experience how AR technology can boost brands’ interactions with consumers. For example, in the video below Blue Star technology has given the humble assembly instruction manual a boost by offering consumers a 3D step-by-step guide.

“What Blue Star has done is not just another imitation of AR with stuff that pops up, makes you laugh and entertains you. It is literally technology that gets down to business,” Lorenzini said.

Creative technologist and head of Blue Star’s AR division David Francis believes that as AR matures brands will need to re-evaluate how they measure the effectiveness of their consumer interactions.

“There is a lot of change ahead,” Francis said. “How do you communicate those core values, your brand story in the most memorable way? Don’t just flash your brand up in someone’s vicinity and call it an impression, an eyeball.

“How do you innovate effectively and not just innovation for innovations sake? How do you become more contextually relevant to your consumer and have them opt in so that they choose to meet you half way?”

2014 will “undoubtedly” be the year where mobile technology, not just smartphones, but technology “on your face, in front of your eyes” becomes the primary way consumers interact with the world and brands, according to Francis.

http://www.youtube.com/watch?v=CXHaVcWs7ok

Latest News

4 Reasons Ello Faces An Uphill Battle
  • Media

4 Reasons Ello Faces An Uphill Battle

Is being ad-free and ‘for the people’ enough to attract and keep an active audience? History says no.

Opinion

by B&T Magazine

B&T Magazine
B&T Awards Shortlist Revealed
  • Advertising
  • Marketing
  • Media

B&T Awards Shortlist Revealed

An unprecedented 400 submissions have been received for the 2014 B&T Awards, making them the best-ever.

Campaign: Johnson’s Launches Parenting Site ‘Night Light’
  • Media

Campaign: Johnson’s Launches Parenting Site ‘Night Light’

As the majority of new parents will confirm, the most challenging experience of caring for newborn babies can be a lack of sleep. To assist parents at this critical time, Johnson’s baby has unveiled the latest project to complement their best-selling baby range.

New Senior Marketing Manager for APN Outdoor
  • Media

New Senior Marketing Manager for APN Outdoor

SYDNEY: Leading Outdoor media provider, APN Outdoor, today announces that Jane King has joined the company in the capacity of Senior Marketing Manager and will assume leadership of the ANZ Marketing team.

Statue of Liberty and the New York City Skyline
  • Media

Refresh For AmCham Brand

Landor Associates and PPR, Y&R Group’s partner agencies and part of WPP, will be working to establish the American Chamber Of Commerce in Australia (AmCham) as the number one place for all things related to Australian and US business relationships. This comes after partnering together to support the major rebrand of Australia’s largest international Chamber […]