At Sherpa, we view AR development in three significant ways, all of which can be used individually or in concert with each other.
1 Marker Based
First, there’s the use of a visual, printed marker that can be used to trigger an AR application to reveal content. That content can take several forms. So far, Sherpa has:
- Created animated or floating infographics that can be superimposed or float above anything from an ad to an annual report. Think about how the best ads catch and hold your attention and now imagine being able to hold your iPad over an ad to receive 5 minutes of detailed information that is a combination of interactive elements like buttons, video and infographics on the product or service being promoted.
The second opportunity is to use the built-in GPS features of your device to recognize where you are and provide wayfinding information or content generated that is geographically relevant to precisely where you are. Think about walking past a new restaurant with your phone out and a virtual menu appearing in your phone that has photos and video of the different dishes and links to user reviews.
- Sherpa is developing an AR application right now that will allow users to find each other more easily at large outdoor events like amusement parks or concerts. Imagine, the two of you open your app and you pan your surroundings and see a floating arrow that increases in size as you walk in the direction of your missing friend.
Lastly, there’s the ability to choose from a set of 3D rendered objects that can be kept at scale or scalable that you can drop into your current environment. This is an incredibly useful way to see what something will look like in a space you’re are occupying at that moment.
- Sherpa has developed a couple of applications that take advantage of this capability. We created an application where the user could drop a Bunkie cabin onto a user’s lawn scale and the user could walk on the outside (and the inside) of the cabin to see how it would look. The user could even see the view out the cabin windows! The other application that we built is the ability for a user to drop a pre-fabricated concrete leisurescape element like a firepit into the user’s backyard at scale while choosing between brick colours.
Yes, widespread Augmented Reality development is in its early stages, but it’s clear that the most immersive, rewarding and effective applications will fuse great programming with first class content, two things that Sherpa is extremely proficient at. Sherpa is one of the only Western Canadian marketing services companies with the capability to develop AR apps on Apple and Android platforms today.
We are limited only by our imaginations and budget. There’s an incredible opportunity right now for companies with the desire to have first mover advantage to establish themselves as leaders.
19 Crimes Wine label
Here's what some of the experts have to say about the opportunities for Augmented Reality in a marketing context:
"On the display network, ads are generally shown in a two-dimensional interface. However, AR opens up a wide new range of possibilities in the third dimension. Where viewers could once only see ads directly ahead of them, they will now be able to see display ads in their peripheral vision. AR also allows for more detailed ads. This is due to the higher pixel/display size ratio seen in AR versus 2-D monitors."
AR as Primary Storytelling Medium
"As marketers and advertisers, we are all telling stories. AR gives you a more immersive platform to tell a story directing people to deeper content, game-like features, and bringing the consumers into the experience. We are all trying to determine the ROI of AR. If we connect it with the brand story and our owned properties, then we can start to show value through engagement and brand affinity."