1. Augmented Reality
Trends

2. History
 From 1957 as science
application
 90’th as complex engineering
software for modeling and 3D
graphics
 1999 ARToolKit as a birth of
modern AR

3. Principles
 video capture tracking of the real
world to combine with the interaction of
virtual objects
Needed:
1. Reality
2. Marker
3. Screen
4. AR logic and
graphics

4. Usage in marketing
 Visualization of product features
 Consumer engagement
 Gamification
 Additional information placement

5. Customer journey
 Awareness – through viral effect
 Consideration – WOW factor attention
 Inquiry – online product evaluation
 Purchase – POS installation
 Retention – follow-up attention

6. Typical Cases
 DOOH Interactive Installations
 Web projects
 Mobile Apps

7. Mobile AR
1. Mobile device
2. Application
3. Print as a marker:
 Magazine and newspaper
 Indoor and outdoor prints
 Billboards

8. Possible limitations
 Mobile Platform
 Screen Size
 Graphic Complicity
 Internet Connection
 Social acceptance

9. Cases
 http://vimeo.com/50638914
WonderBra
 http://vimeo.com/38579277
Coffe House
 http://vimeo.com/32153441
VW
 http://vimeo.com/33790882
Lacta
 http://www.youtube.com/watch?v=QQ8HNXtl7jQ
IKEA
 http://www.youtube.com/watch?v=2pjpQRiIgTs
Viking

10. Futurism
“The next big thing in AR will still be via smartphones, and we will
see developments in the field of image, object, color recognition.
<…> Also, location layers and image recognition might merge to
give users a more wholesome experience. In terms of beyond
mobile, I do believe an AR eye-lens and glasses will evolve, but
the gear needs to be lightweight, attractive and comfortable to
wear.”

11. Alex Vyatkin
Account Director
2Nova Interactive
+79216577888
alex.vyatkin@2nova.ru