herbert bay & seth jackson - vision-based ar
DESCRIPTION
TRANSCRIPT
Vision-based AREuropean Marketing Dynamics Summit
Herbert Bay [[email protected]]&
Seth Jackson [[email protected]]
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