So Wal-Mart is doing a fun trial application of augmented reality (AR) which is the combination of real-world and computer-generated data (virtual reality), where computer graphics objects are blended into real video footage in real time. There are numerous advertising applications of this new Web3D technology, this being one of the larger mass-audiences ones I’ve seen to date. It is a fun way to get a user to engage with your content / advertisement. So check it out for yourself. Just follow the steps below.
Basically the user experience works and looks like this:
1. Print out the marker PDF
This goofy looking symbol in the middle is the actual marker. For AR to work, it needs to be a very stark and iconic looking design so that the AR web app can recognize this pattern from everything else in view of the web cam.
2. Hold the marker up to a computer connected to the Internet with an attached web cam and with a web browser open to this specific page that will bring the AR experience to life.
This is what a user has to do with the marker. They literally hold the piece of paper up to their web cam and then the AR web app springs into life blurring the real world with the virtual world
3. Once the AR web app recognizes the marker, the AR web app loads a predefined series of 3D animation sequences that are triggered by the presence of each unique marker.
This is what the maker image becomes once the AR web app takes over. It become a 3D room that folds out that can be rotated and manipulated by the user by just moving the piece of paper.
When looking at local print as a advertising medium that can be extended online for additional distribution, why hold onto all of the typical limitations that a circular / FSI type promotion places such as:
- The non-reactive time line (most circulars are created month(s) in advance) of typical print ad production which limits the competitive responsiveness of product assortment and pricing
- Mistakes that sneak into the print ads require huge costs and processes for managing
- The limited physical space which prevents many promotions and deals from every being included in the advertisement
- The ever rising costs of printing and transportation
- The ever declining distribution options due to the decline in newspaper circulation
By going virtual with store based promotions, many of the constraints that print imposes disappear
By utilizing digital publishing for the benefits that it affords and doing virtual store-based promotions, one could expect to now realize:
- An unlimited number of pages, deals and items can be included and promoted
- Substantial savings over print ads as all of the paper, ink, printing, transportation and newspaper insertion fees no longer apply
- Near real time product assortment and pricing updates are possible so one will no longer to be forced into honoring misprints, errors, etc
- Distribution of this highly localized in store promotions across every possible digital medium including paid search, rich media display ads, widgets, mobile and much more
- Using your local in-store advertising (eg virtual promotions) to help mange down end-of-life cycle items, stock shortages, inventory surpluses, new product introductions, etc
Below is a overview presentation that is rich with graphical examples of leading retailers such as The Home Depot, Whole Foods, Target and Sears that are blazing a trail in this area. Not all paths have lead to immediate success, with the biggest hurdle being how to get an equivalent amount of local distribution for less money than print costs, but in all cases the business goal was the same. How to look beyond the day where print circulars are no longer the primary method of localized in-store advertising.
The learnings each retailer has generated have been immense and very insightful, with the most successful to date (Target) not giving up after the first try but rather continually evaluating and adjusting their web only exclusive content strategies. For reference, included in the presentation are five different versions of virtual pages that Target has run over the years. It’s fun to see them all in chronological order (from most recent to oldest) as one can really see the progress in integration, messaging, branding and positioning.
Finally here are some related documents that provide great insight and details on this initiative: Virtual Pages Discussion Guide and Virtual Pages Feature Guide
LIVE Report @ Forrester Consumer Forum 2008
Speaker: Paul Jackson, Principal Analyst, Forrester Research
First a little background on the predecessor to Web3D which are virtual worlds. A quick baseline of this technology is needed before exploring Web3D.
How Virtual World Applications Rank Across The Consumer Needs Profile – High In Each Need Type:
- Connection – Good self expression and creativity
- Uniqueness – Good engagement and shared experiences
- Comfort – The 3D metaphor is instantly recognizable
- Variety – Offers a wide degree of environments and activities
Virtual World Recent Updates & Releases
- Sony PS3 Version/Port-out of Second Life – Unfortunately, it is been delayed and hasn’t shipped yet but is coming soon. When it arrives it will be instantly available on every PS3 device
- Microsoft XBOX 360 Live Re-Launch – Wii like avatars are being added that can do things like view other user’s achievements
Virtual Worlds Are NOT Good At:
- Allowing users that just want to take a quick dip in / dip out experience
- Providing a good user interface (UI)
- Working with other applications
So here is where we can turn the conversation to Web3D. Using 3D technology is great for driving interaction and engagement. Many companies across a whole host of industries are weaving in Web3D into their products and web sites. Below are a few choice examples.
- Infographics
- In Car Displays
- Toyota Prius power distribution info screen
- Personal Navigation Systems with 3D representations
- Mobile Phones
- Media Management
- Communications = mashups + avatars
- IMVU – chatting in rooms with some avatar boby language being expressed
- Retail – My Virtual Model – create avatar of “you” and then try on clothing items
- Travel
- Starwood Hotels – aloft virtual model within Second Life (pre-launch excersice to get user feedback on the new property concept)
- Home Design
These Examples Can Be Grouped Into Three Main Buckets:
- Improved Navigation – media libraires, GPS, smartphones, TVs
- Object Manipulation – shopping, kitchen planning
- Personal Representation – avatars, 3D chatting
What Drives 3D Beyond Niche Devices Implementations?
- New user interfaces – such as touch screens
- Virtual object / environment specifications and exchange standards are starting to evolve and settle
- 3D graphic chipsets are becoming widely available in both PC and other devices
3D Provides A More Natural Interface
- Clicking on text and flat images is not natural
- 3D tools can be mixed and matched with traditional web, desktop and device tools
What’s Holding Back Consumer Focused Web3D Applications?
- “it’s just a game” perception
- High level of consumer engagement needed to get consumers to starting experimenting
- The Second Life backlash
- The creation tools for business and consumers are still complex and/or too limited
- The “me-too” adoption factor isn’t good enough for business impact / ROI
- There are requirements for plug-ins, downloads and an up-to-date browser (20% – 30% of users’ bail the moment they are prompted to install anything)
(4.50 out of 5)
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(3.60 out of 5)
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