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via: MobiAdNews

Mobile Augmented Reality Builds Deep Consumer Engagement

Sometimes a new technology will suddenly hit a magic “tipping point”, and all of a sudden you read about it everywhere – news sites, blogs, conferences, your friends, etc.

These days, it looks as though Mobile Augmented Reality has reached that tipping point and has now become one of the hottest topics in the mobile arena.

It’s already clear that mobile AR will have many applications in the area of mobile advertising and marketing, so we thought it would be a good time to take a more detailed look at the current state of this exciting new technology and the ways it can be used to create consumer engagement.

Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology

What is AR?

For those people who have not yet seen mobile AR, an “Augmented Reality” system deals with the combination of real-world and computer-generated data. In general it produces a composite view for the user that is the combination of the real scene viewed by the user and a virtual scene generated by the computer.

Even though mobile AR is fairly new, already the applications that are coming out seem to fall into a few categories:

• adding an object to the actual image as seen through the camera in the phone. For example, this object might be a piece of furniture being superimposed on a view of a room (see example below), or a child’s image being added to a scene from a story.
• displaying an imaginary scene or objects when the phone’s camera recognizes a particular trigger image.
• location-based AR, where information tags are overlayed onto an image of the actual scene, based on the phone’s location

In the sections below we’ll give examples of each of these and see how they can be used for creating consumer engagement.

read full article here.