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Podcast: Augmented Reality for Advertisers

Podcast Source:

View Podcast Online? Yes

Podcast length: 44 minutes

Note: The Fora TV online player can be a tad tempermental. Unlike most online viewers, it deals with files one or two hours long, in a continuous stream. In tests, we have found about a third of the time, particularly for Windows XP/Vista, the player will lock up partway through, and require a page refresh. Unhelpfully when it does this, the time display zeroes out, so it is worthwhile keeping a check on it whilst the video is playing, so you can fast-forward to where you left off, if necessary.

Podcast Description

This podcast is in the main, created for advertisers by media advertiser specialists. It focusses on augmented reality in the main, but discusses some virtual reality initiatives as well. It shows how AR can really push a product and get customers excited about it in ways other media cannot. It also shows everyone else, how advertising can be seen as a positive vector for the mainstream uptake of this technology.

The podcast comes from the 2007 PICNIC Conference in Westergas, Amsterdam. It is a 45 minute discussion with examples on successful strategies, why they were successful, and general trends to exploit. Includes examples of use of motion tracking data, fiducial marker recognition using machine vision, and the construction of controlled environments containing any number of sensors and actuators.


Presenter Biographies

David Polinchock

David is the Chief Experience Officer (CXO) at Brand Experience Lab, an innovation think tank, creating the next generation of brand experiences. His goal is to challenge marketers to create better stories and to understand how consumers want to hear those stories. It's a little theatre 101 - find the right script; know who the audience is and direct a great production.

He is also a leading voice in the conversation on the socialization of retail, exploring how the emergence of online social technologies are impacting the physical retail space. His blog, Experience Manifesto, was called ?one of the best blogs so far on experiences and marketing? by leading event design company, Jack Morton.

In 1990, he was introduced to virtual reality and quickly became a well-respected expert in the field of marketing with new technologies. The goal is to explore how these new technologies will enable companies to create more compelling, authentic and relevant brand experiences.

David has combined theatrical training with a vast knowledge of technology to create new territories for marketers. He believes that it is not enough today to simply play with the latest technologies; we must understand their role in moving your brand story forward. Where Marshall McLuhan once said, "The medium is the message," today's world has now moved beyond that simple statement.

Audiences today expect more then just to be wowed by how we send them the message. They want to be wowed by the message and they want to be wowed by the product as well.

Jeroen Mol

Mol started in 2001 with Mitridate BV (record company specializing in opera music), a traditional brick and mortar company that is now shifting to the Internet.In 2006, Mol started OwnSite with a partner. After one year the company changed into a one-man-show with Mol as its leader.

OwnSite's income is generated by building websites on a self-made content management system, contracting work and converting old pen drawings into AutoCAD files via outsourcing. Most of Ownsite's income is invested into new ventures/ideas.

Eduardo Dias

Eduardo Dias is the co-founder and Vice President of Ydreams. YDreams is a Portuguese technology solutions provider founded in June 2000 by specialists in information technology, telecommunications, image processing, geographic information systems and environmental engineering.

The company develops pioneering, patent-pending technology in a variety of fields, namely spatial data mining, interactive media, augmented reality and pervasive gaming. YDreams develops products, customised solutions and services for four major markets, through independent divisions: Advertising, Entertainment, Education & Culture and Environment.

Dias is also an assistant professor at Universidade de ?vora where he teaches Software Engineering and Human-Computer Interaction. He has a PhD focusing on Contextual Information and has developed innovative systems for the spatial and temporal exploration of virtual and physical environments.

Ferhan Cook

Ferhan Cook is a veteran in new media. Cook was part of the very first Apple multimedia team as well as the original Quicktime team. Cook has been consulting, working on international business deals, and major television and mobile events for 12 years.

Transcript Available? No

Audio file available? Yes

26 MB

Podcast Download? Yes

150 MB

Podcast viewing notes

"augmented reality is basically, through 3D technology, enhancing a real image with 3D graphics" - a possibly naive, monosensory view of AR, expressed right at the start.

"virtual reality is something that involves the user into an artificial world. So you are inside the world, and you are not connected directly, through your senses to the outside world."

"Everyone likes to interact, and see something having feedback to your body".

With the Yreality addidas AR Ball experiment (13 minutes in) brand recognition was between 80-90% of those viewing/interacting.

The socialisation of place: "The ability to use these interactive tools to create engagement amoung a group of people that wouldn't normally engage."

Augmented reality was born in military training - and 17 minutes in, the podcast explores these roots.

"One of the problems with augmented reality, is you don't get a chance to feel the world."

"Isn't the Nintendo Wii an augmented reality?"

"One of the issues with new technologies, is they do not fit into traditional measurements. This creates a real uptake barrier."

Pop up book, held infront of a camera, a picture of a happy cat dances, when shown via the computer camera. 24 minutes in.

LEGO Technic, same demo at assembling a Lego model from the box. Virtual prototyping essentially.

Face Enrichment: Look in the mirror and something will pop up on your face: Glasses, helmets, an entire superimposed virtual face, et al.

Additional Research Links


Brand Experience Lab

Total Immersion

Staff Comments


Untitled Document .