Brands begin to build in augmented reality

What marketing technique could be more immersive for consumers than literally immersing them in the world of a campaign? With the help of the latest augmented reality technology, brands like Wise Foods, Kia Motors, and Nestle are reaching out to younger demographics and letting them reach right back.

Augmented reality uses computers and webcams to combine live-action with graphics and animated images -- much like a sports commentator who draws on an instant-replay image to point out the details of a play. 

AR holds potential for a wide range of industrial and consumer uses, but marketing projects are one of the few areas where augmented reality tech companies are doing steady business today, according to an article in BusinessWeek. 

For example, AR technology company, Total Immersion, created a game for Kia Motors, which allows users to sit in front of their computers and drop on-screen hamsters into a Kia Soul -- without use of a mouse or keyboard .

"It has grown so quickly because it can fit within a website, it's fairly inexpensive, and it's a new thing," says Greg Davis, U.S. general manager at AR technology company Total Immersion.

The total market for augmented reality is expected to hit $350 million in 2014, up from about $6 million in 2008, according to ABI Research. Of the total five years from now, almost $170 million will come from mobile augmented reality advertising.

Source: imediaconnection.com