Augmented Reality (AR)

The digital interaction with

our physical world via an

altered view of reality

AR at presentcurrently in it’s infancy

Convergence of technologies on mobiles is pushing AR forward

Mobiles carried with us at almost all times- consumers now constantly connected

Currently technologies• Near Field Communications e.g. QR codes• Mobile apps like Layar

Future of AR

May no longer need a screen with innovations such asProjected gesturable interface Glass capable of digital interface Contact lenses with inbuilt circuitry

This kind of technology means we may be able to target consumers with advertising in the physical world the same way we do in the digital

What this means for marketing communications

• We need to foresee the convergence of the digital and physical worlds

• Treat AR as a new and emerging platform for reaching consumers

• With this platform we need to be creating interactive, targeted and relevant content