It is recommended to read the entire article, entitled Is Augmented Reality the Future of Brand Storytelling. David Ryan Polgar wrote it for thinkleaders, a series of articles appearing on the IBM website.
AR, having long promised to be an effective way for brands to engage their audiences, may finally be having its moment. But standing in its way are a number of considerations, such as the technology to use (headset versus mobile) and the type of AR (marker-based versus markerless).
The bold sections indicate what I see is a serious issue: labeling. A very common challenge at present is the confusion among the general public between AR, MR, VR and 360.As Mr. Polgar indicates, there are even more categories: headset, mobile, marker and markerless. What a challenge!
On a positive note, successful content(and its distribution channel/technology) will cut through the clutter. People know what experience they want and can afford.Pokemon Go exemplifies this; it became a huge hit because it attracted an existing fan base to a new, accessible technology.That, in turn created excitement among the general public, which created more fans. Related: Pokemon Go is GPS-based, arguably a category unto itself, in addition to 'marker" and 'markerless'.
A major appeal of AR for brand campaigns has been its immersive nature, playful capabilities, and gateway to greater product information. Glen Glenday, the Chief revenue Officer at Shazam—a company that recently released its own AR platform—calls AR a “stickier piece of creative” for brands.
Immersive? My immediate association with the word "immersive " is VR. Perhaps "interactive" is more accurate? Until I have my own demo, I use these videos as examples of AR: and Both are great uses of AR, but are they immersive?
... AR is like many trends that depend on a confluence of factors to align for mainstream adoption. It relies on advancing smartphones (i.e. Depth-sensing cameras) and the eventual move towards headsets, along with an increasing level of quality AR content that creates a virtuous cycle of adoption.
"advancing smartphones"... Apple's ARKit is a very large and solid tool kit for developers that works with iPhones two years old as well as upcoming models for probably the next five years, at least. Android's ARCore is much the same. Sure processors will become faster, but the present toolbox has enough in it to build impressive apps for quite a while.
"Eventual move to headsets" General public? Not for a while. Industry, medical, education? Yes:
along with an increasing level of quality AR content that creates a virtuous cycle of adoption. YES.
Closing remarks: The goal of a brand campaign using AR, says Cheben, should be “to add value and not just being new and cool.”