Rise in Prominence of Augmented Reality by Mark Richards
UK developer Autonomy has created a new form of augmented reality search technology, which is expected to change the advertising landscape.
Augmented reality smartphone advertising looks set to grow
Monday, 11 April 2011 by Mark Richards
Managed search engine marketing is constantly changing, and the latest development appears to be the movement towards augmented reality.
The interplay between real world situations and augmented reality offered by smartphone technology is only likely to rise in prominence, the Internet Advertising Bureau (IAB) has said. The organisation was commenting on a new British-designed product for smartphones that is to bring augmented reality one step closer.
According to the New York Times, UK developer Autonomy has created Aurasma search technology, which allows “visually convincing” images and videos to be superimposed directly onto real world objects appearing on smartphone screens.
Jon Mew, director of mobile and operations at the IAB, suggested marketers can take advantage of the merging between the physical world and mobile.
“The fact that you take your mobile with you everywhere means we’re seeing a lot more advertising campaigns where you’re being driven in store,” he said. “People are doing vouchers and discounts that you can use in store, and we’re also seeing more examples where you can interact with packaging.”
Small businesses can latch onto mobile advertising, Mr Mew went on to say. He explained that the majority of mobile advertising comes from search, which is driven by small and medium-sized firms, making them ideally placed to take advantage of mobile technology.
Mr Mew also thinks that advertising will be increasingly combined with apps. He said: “Apps are driving consumer usage – we’ve seen the fastest growth in app downloads last year that we’ve ever seen.
“It’s a key route for advertising – consumers want free apps, and they’re only going to get those through advertising, so it will play a key part in the apps that people want.”
Meanwhile, the IAB reports that the market for mobile marketing is set to grow significantly over the coming months. According to research from Gartner, smartphone sales will rise by 57.7 per cent globally to hit 468 million units by the end of the year.
The single biggest operating system will be Android, which it is reported will account for 49 per cent of the global smartphone market. Roberta Cozza, principal analyst at Gartner, told the IAB that the average smartphone will cost just $300 (£183) by 2015.