herbert bay & seth jackson - vision-based ar

Vision-based AREuropean Marketing Dynamics Summit

Herbert Bay [bay@kooaba.com]&

Seth Jackson [seth.jackson@pias.com]

Outline

! Requirements for an AR experience

! Key Ingredients for AR marketing

! Case Monarchy App

! Summary

Requirements for an AR experience

Definitions

Marker-based

! Natural Features

! Large scale and mobile

+ +

Device with camera, display, and Internet

Object recognition

3D model or 2D symbol

+ +

Large computing power

Fast network connection

Good enough camera

+ +

Worldrecord in Paris

Print Ad: SWISS Airlines

Object recognitionalgorithm

Reference Databasewith millions of images

“Recipe: Tiramisu”

Recipe: Tiramisu

Query image

Key ingredients for object recognition

State of the art: what works, what not

Logos

Products

CarsPlaces

Faces

PlantsAnimals

Text Printed

Figure inspired by H. Neven, Google

+ +

Custom models for marketing

2D Symbols indicating additional content

Template 3D models, standardized models

Does it end here???

Actually, it’s just the beginning

Key ingredients for AR marketing

Target

Photo: Calypso_dayz

Content

Photo: huihiu

Experience

Photo: TalkToTheCamera

Case Monarchy App

Monarchy app

! Target: High-end, futuristic fan experience, talkablity and

installed App user base for CRM – cross media product

activation

! Content: exclusive music, images, videos

! Experience: VIP status

Summary

! AR is more than just augmented reality

! Vision-based AR is actually real AR

! Effective AR Marketing is interaction and experience

! The technology is enabler, content is important for successful

campaigns