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Mobile AR, OOH and the Mirror World.
Im going to take these three things:
Mobile Augmented Reality
Out of Home Media Strategy
Mirror World or 3D Mapping of the Real World
...and bring them all together in a way that hopefully makes sense.
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And since were in the business track...
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Im going to start off by
talking about the management structure of Advertising Agencies:
There it is five holding companies.
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Each of these holding companies is structured in a similar way...
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They acquire ad-agencies to get control of their media dollars.
Spin those off from each agency and roll them up into a giant media management arm
that controls the media spending across all their agencies.
Think bulk purchasing power and the leverage to push around the television networks.
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Mobile is developed as a sub-category of digital,
within the Direct Marketing silo of the agency side.
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And then there are these people that actually have decades of experience in geo-targeted
and location based media strategy... way over here. And never the twain shall meet.
The reason the industry is structured this way is principally to the advantage of
broadcast tv advertising. And as everyone in advertising knows...
Mirror Worlds.
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In January, Google was awarded a patent to place new ads over the top of existing
signage within Street View. The most popular of the Mirror Worlds.
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Answer:
Content for local or map-based search and mobile pull from the same databases.
Mapping and wayfinding apps are among ther most popular mobile apps,
this is especially true of AR.
I can probably assume this audience is well familiar with this, so I wont dwell of it.
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Just the top-line...
GPS
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Compass
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Level
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All let the smartphone know where it is looking...
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So it can overlay contextual data onto the live video feed.
Examples like:
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The Layar Mobile AR Borwser.
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Wikitude
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Bionic Eye.
Thats the familiar mobile example, but Im not as interested in Google Goggles...
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...Im more interested in a technology called PTAM.
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Parallel Tracking And Mapping.
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Developed by Georg Klein at Oxford University.
It generates POIs or points-of-interest based on edges and contrast. You can see how,
by simply looking around the room with its camera, it can model a three dimensional
understanding of its own surroundings.
The convergence of OOH and Mobile already exists, but computer vision mobile AR will
accelerate this, as the illustration makes obvious.
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So lets look at some numbers.
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In a paper recently published by Juniper Research, they project revenue specifically from
Mobile Augmented Reality to reach over $700MM in the next three-and-a-half years...
Quividi makes software that analyzes the live video feed from a camera placed above a
video-display-ad, tracks every face that looks up at it, counting media impressions, and
even indentifies male and female faces with some degree of accuracy, overlaying them
with blue or pink circles, respectively.
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This next example is from a company called LocaModa.
Using the FourSquare API, they stream comments and check-ins to a digital display
within a restaurant, bar or business establishment. Amplifying the game-element, and
tying the business to its social graph.
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And just over a week-ago I learned about a campaign by TAB World Media for
Disneys Prince of Persia, that incorporates both OOH and Mobile AR components. I
downloaded the Layar, and played around with it, but the Out-of-Home component of
the campaign was not running in my area, so I was not able to get the full experience. My
understanding is that there is a game element that combines the app with the billboards,
identified by location on the phone, with some reward system built in for finding them.
So, kudos to TAB World Media.
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And Ill close with one more related food-for-thought...
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Microsoft currently has the superior component technologies, but is weakest in the
device category. Google has momentum across the board. Apple, with their iPhones
large market share, has bought itself a little breathing room, but lacks key technologies.
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