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Ravi Vatrapuvatrapu@cbs.dk

Augmented Reality 3D Interactive Ads on Smartphones

Chehimi, F., Coulton, P., & Edwards, R. (2007). Augmented Reality 3D Interactive Advertisements on Smartphones. Sixth International Conference on the Management of

Mobile Business (ICMB 2007).

Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22 Facebook: http://www.facebook.com/group.php?gid=133258548012

Etherpad: http://ietherpad.com/7y3drhMCnq

Thursday, 14-Apr-2011EB22: Online Marketing: Lecture 38

Auditorium 4, ITU, Copenhagen, Denmark

AUGMENTED REALITY-1

“Augmented Reality refers to a display in which simulated imagery, graphics, or symbology is superimposed on a view of the surrounding environment ”

(http://www.emagin.com/technology/glossary.php)

“Augmented reality (AR) is a term for a live direct or indirect view of a physical real-world environment whose elements are merged with (or augmented by) virtual computer-generated imagery - creating a mixed reality.” (Wikipedia)

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AUGMENTED REALITY-2

“Augmented Reality (AR) describes technologies that enable users to see and interact with virtual computer generated content which is superimposed on the real (physical) world.” (p.1)

“It enhances users’ perceptions of the world by mixing a view of it with virtual elements relevant to their context.” (p.1)

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SYSTEM DESIGN QUESTIONS

1. What are the design requirements for the tag?

2. How does the mobile phone decode such a tag?

3. And, how is the superimposed content being rendered on screen?

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AUGMENTED REALITY MOBILE ADS-1

“The downloaded content could be, but not restricted to, one of the following:

1. A 3-D model representing the product or the brand being advertised enabling better viewing, awareness and affection

2. Interactive textual information directing users to location-based services and/or offers”

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AUGMENTED REALITY MOBILE ADS-2

3. Visual links to events’ and/or promotions’ mobile web sites

4. Location-based nodes for product-awareness games

5. Guiding avatars used for shopping centres/malls providing offers and promotions in addition to information about sales and directions”

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DISTRIBUTION MODELS

Packaged with operator-branded mobile phones

Location-based

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CONCLUSION

Mobile AR ads should be:

Personal

Creative

Intimate

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DISCUSSION

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