Digital information is overlaid onto the real world in devices running an Augmented Reality App.  The camera on the device sees the world as it really is and this view is augmented with additional data. The data can be in most media formats including images, video, 3d models and sound. The result is an immersive experience where the impossible can happen – dinosaurs can roam in the streets, pirates can walk up a beach, and treasure can be found – all created by the AR app running on the device.

This new technology can have many uses beyond gaming, for example a restaurant could have its menu appear outside its door together with a 3d sizzling steak or a railway station could generate a map which interacts with the viewer to guide them in the right direction. Marketers will find a myriad of uses for AR which will allow them to make compelling offers to customers. 

GPS and three word location mapping

One of the most exciting advancements recently has come with the launch of the OVR Land platform which uses the smart phones GPS location to launch experiences based on the viewers location. The platform has divided the world into millions of hexagonal land plots which are being auctioned. Each winning bidder has the option to develop their plot and load it with augmented reality content or alternatively rent it out and become a virtual landlord.

The renters or tenants of these plots can use the space to develop an experience which may be educational – for example a historic site may create a battle scene at a castle or perhaps the content may be for marketing purposes such as showcasing a product in a shopping mall together with a call to action.

A medieval soldier comes to life at an historic site.

The content elements such as a 3d model can even have a hyperlink associated with it so the viewer can touch their screen where the item is and that will open a website from the embedded link. This will be particularly useful to add further context to the item. For example if the item is a piece of art, the link could take the viewer to a buy now page or if it’s a dinosaur it could open further reading about the creature. The possibilities are endless, and we are just at the beginning.