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AUGMENTED REALITY FOR MARKETINGAN IAB PLAYBOOKUsage of Augmented Reality (AR) has been steadily rising as an entertainment, gaming and advertising platform over the last several years. The introduction of wearable AR lenses in 20nullnull followed by the massive success of nullonullnullon null in 20nullnull rocnulleted AR into the mainstream, opening the door for broader adoption across other areas particularly marnulleting. nullith nullbillion enullected users by 2020 , and an enullected null.nullbillion in ad spend by 2022 , consumers are clearly showing an appetite for the uninullue type of enulleriences AR offers, creating new opportunities for brands to tell their stories in a fresh, engaging, and creative growing format. The IAB Augmented Reality for Marketing Playbook provides the advertising ecosystem with a framewornullfor considering and enullloring the burgeoning opportunities in AR. null is intended to educate brands and marnulleters on the value and benenulls of this nascent marnulleting channel, and it includes denullitions and nulley terms, growth drivers, use cases, practical advice on implementation and measurement. nullne 20nullnullAugmented Reality for Marketing: An IAB Playbook 2TABLE OF CONTENTSMission and Contributors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3Definitions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5null nullat is Augmented Realitynull .nullnull The nullfference nulltween Augmented Reality and nullirtual Reality .nullnull nulley Terms.nullnull Technologies that nullable AR .nullWhat is Driving nullonullh and Adonulltion onullAnull . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .nullnull Rising nullnsumer Awareness .nullnull Technological Advancements .nullThe nuller nullurnenull . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .nullnull nullw nullnsumers Access AR .nullnull nullw AR nullperiences are Activated .nullnull nullw nullnullct Recognition is Triggered .nullnull nullrnuller .nullnull nullrnullerless .nullnullnullAnullis nulled TodanullCurrent Anullnullnulltions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .nullnull nullirstnullarty nullnsumernullocial Applications .nullnull nullming .nullnull nullarch .20null Retail .20null Ad Units.2nullnull nullonsored nullntent .2nullnull App nullonsorship .2nullnull nullitorial . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2nullWhnullAnullnullor Marnulletingnull . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .nullnullnullCan a Brand nullt Started nullth Anull . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3nullMeasurenullnt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3nullConnullusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33About the nullB . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3nullAugmented Reality for Marketing: An IAB Playbook 3MnullSnullN AND CONTnullBnullOnullnullmmercial applications of augmented reality have been growing for some time now. nullnce at least the late nullnull0s, when the nullnullcast the nullst yellow line marnuller overlay on Tnull, consumer appetite for this type of perceptual enhancement has risen rapidly. The smartphone era opened the door to new and creative uses for AR, and signinullant investments in both ARnullelated hardware and software solutions has opened the door for new forms of storytelling, drawing the interest of marnulleters. nullven that AR for advertising is still very much in its infancy, the IAB Augmented Reality for Marketing wornullng group was formed in order to denulle for marnulleters and their agencies actionable best practices, guidance, and inspiration on activating this nascent channel. The wornullng group was led by nulllian nulller, nullrector, nullbile nullrnulleting nullnter of nullcellence at nullnullwith conullhairs from nullap, nullc., nullerinullon nulldia, nullredith nullgital and Unity Technologies.TONnullnullMMAnullad of nullnovationVerizon MediaTONnullnullAnullSnullnullad of ARnullRAd nullnovation nullnity nullenullnullologienullBADnullBADnullOnullEnullad of nullobal nulloduct nullrnulletingnullanull InnullnullELLE MEFFOnullnullrector of nullnovationMereditnullnullrnullAugmented Reality for Marketing: An IAB Playbook nullDAnullD nullLLnullnull AnullnullnullALLAN BATnullnullT AnullnullnullnullE BnullnullT AnullnullnullMANNnullBEnullnullS nullnullnullnullnullWAnullE nullOnullnull nullnullnullRnullAnull nullnullAALASTAnull COTTEnullLL nullAnullnullnullnullALEnull nullAnullnullS nullAnullnullnullnullFAN nullANnull nullAnullnullnullnullnullOTnullA nullASAD nullAnullnullnullnullNnullnullLAS SnullnullO nullAnullnullnullnullnullOnullN nullnullnullnullLA nullAnullnullnullnullSTEnullANnull nullODnullnullEnull nullAnullnullnullnullAAnullON LnullEnull nullnullnullALEnullNDEnullNnullnull nullnullnullBAnull nullNNnullnullS nullnullnullCAMBnullON CAnullEnull nullnullUnullnullnull Fnull nullnullUnullSTEnull nullOSENBLnull nullnullnullAnullAnullACnullnullES WnullTLEnull nullnullTRnullnullTnull, nullnull.SCOTT nullnullSON nullRnullTAnullnullA WATANABE nullnullA nullAnullAnullnullTnullnullnullFLOnullANA NnullASTnullO nullnullAnullTnullnullELLE MEFFOnull nullRnullnullnullnullnullTAnullBnullTTANnullnullnullnull nullnullDEnullON DEBLASnull nullUnullTARnullFFnullnullMEnull Tnull nullnullnullnullnullTnullnull nullnullnullAnullnullAMnull FnullLEnull nullA TnullRWENDnullBALOnull nullA TnullRADAM SMnullnull nullnullATnullnullnullnull BnullnullA RnullTnullDA STONE RnullTnullTnull AAnullONSON nullAnullnullATnullnullnull nullnull.ADnull SnullD nullAnull, nullnull.ALnullnullNA nullAnull, nullnull.BADnullBADnullOnullE nullAnull, nullnull.CAnullOLnullA AnullnullELLES nullAnull, nullnull.NnullOLE LONnull nullAnull, nullnull.nullnullnullnull BnullOWNnullnull nullAnull, nullnull.MAnull BnullNNOCnull nullnullTnullCnullnullTOnullEnullnullOnull nullnullAnullnullnullnullNAN LnullSnullTnull TAnullnullnullABEnullnullND COCALLEMEN TnullnullAnullATnull nullOD UnullTnullTnullnullnullnullnullnullnullTONnullnullAnullSnull UnullTnullTnullnullnullnullnullnullnullTnullCnullSWEETBAnull UnullTnullTnullnullnullnullnullnullnullTONnullnullMMA nullRnullnull nullnullAnullOnullnullSnullnull nullRnullnull nullnullAnullnull Cnull nullRTnullRAnullSTEFANnull MOTTE nullRTnullRAnullTAnullOnullnullATCnullN nullRTnullRAnullnullNCENT CACACE nullRTnullRAnullDnullnull MEDnullA nullAnullnullnullnullN CnullCnullANnull nullAnullnullNnullOLE MOSCAnullnullnull nullAnullnullCLAnullWEBSTEnull nullnullnullnull nullnull.nullFF WALnullnull nullnullnullnull nullnull.LAnullEN nullLnullnull nullnullnullnull nullnull.nullLL CASEnull nullnullRnullnullacnullowledges and thannulls the wornullng group members for their contributionnullAugmented Reality for Marketing: An IAB Playbook nullDEFnullnullnullNSWnullT null AnullMENTED nullALnullnullnullnullurcenull nullnullnullew nulltandard Ad Unit nullortfolio , page nullnull The Dinullnullerennull Betnulleen Augnullnted nulleanulltnulland nullirtuanullnulleanulltnullAugmented Reality (AR) is an experience that utilizes a camera to change or enhance the users view of the real world. This experience can be app-based or web-based, though app-based is more common today. “AR experiences are a new way to create context and add experiences over real physical world objects and attributes like location or recognized image or object.“*Augmented Reality overlays content in the real world directly inside a camera experience, typically through a phone, tablet, desktop computer or headset.Virtual Reality does not interact with the real world. It creates a whole new virtual experience that mimics real experiences, usually via a headset.Augmented Reality for Marketing: An IAB Playbook nullnullnullTEnullSnullnullpublished a comprehensive Augmented and nullirtual Reality nullossary in 20nullnull nullor the purposes of this nullayboonull the following terms are highlightednullBanullnullnullanullng Canullra OrientationAn AR enullerience where the camera is oriented away from a user to showcase and alter the surrounding environmentnulli.e. environmentnullased AR, inserting obnullcts on surfaces, etc.Frontnullanullng Canullra OrientationAn AR enullerience where the camera is oriented towards the usernull face and alters something related to the facenulli.e., selnulls, face nullters, etc.WebAnullnullables a consumer to load AR enulleriences directly from the web onto their browser. nullebAR miniminulles friction that a consumer may enullerience when trying to view AR content.nulladnullounted DisnullanullA device with clear glasses or goggles that attaches to a usernull head and shows virtual images pronullcted on, or in, the real worldnulli.e. nullogle nullass, nullectacles by nullap.Minulled nulleanulltnullnullnulled reality is a blending of elements of both virtual and augmented reality. null encompasses both null and AR within a broader spectrum called the nullRealitynullnullirtuality nullntinuum ,nulland attempts to combine elements of the real and virtual worlds in to environments where physical and digital obnullcts can live together and interact with each other in realnullime.FirstnullartnullAnullAd DenullvernullA branded AR enullerience that is delivered through a brandnull proprietary app.ThirdnullartnullAnullAd DenullvernullA branded AR ad enullerience that is delivered by an entity outside of the brandnull proprietary app, such as social media platforms, gaming platforms, advertising networnullsnulllatforms, and null rendering enginesnulllatforms.3D ModenullA mathematical model of an obnullct rendered in three dimensions. null can be turned and viewed from many angles. null a nulleg image is linulle a painting, a null model is a sculpture.Conullnullter nullisionTerm used for the nullld of science and technology that enables computers to capture, identify and process images the way a human eye does. nullprovements in computer vision are nulley to the democratinulltion of AR. nullartphones today have the ability to detect surfaces, obnullcts and people with great accuracy. Advancements in phase detection (which allow for better autonullocusing of moving obnullcts), and more and bigger megapinullels are Augmented Reality for Marketing: An IAB Playbook nullproviding sharper, cleaner images manullng it easier for AR apps to detect items and render them in space. TECnullOLOnullES TnullT ENABLE AnullMarnullersA type of AR enullerience that uses a specinull nullarnuller in the real world, such as a null code or an Anulllearned concept (recogninulled obnullct) linulle a nullognullto trigger the display of AR content.nullnullnullurcenull nullnullnullew nulltandard Ad Unit nullortfolio , page nullnull null does renulluire a predetermined image, pattern, or physical obnullct that the camera recogninulles using image recognition software to launch the AR enullerience. nullor enullample, a consumer could point their device camera at a fast food logo and have one enullerience, then point their camera in the same app at a retail store logo and enullerience different AR content. The uninullue and distinct appearance of each logo is recogninulled, triggering different enulleriences.Marnullernullssnullrnullerless AR technology is used to recogninulle patterns or features in an environment that were not previously provided to the application, enabling, for instance, a consumer to scan a realnullorld environment linulle a tabletop or a room in their apartment using their smartphone camera and virtually place a product there to see how it would loonull.AnullitApplenull augmented reality developer platform for inull devices. nullunched in 20nullnull, ARnullt empowers developers to leverage camera and sensor data to map digital obnullcts in null space. nullRnullt combines device motion tracnullng, camera scene capture, advanced scene processing, and display conveniences to simplify the tasnullof building an AR enullerience.nullnullnull nullurcenull ARnullt nullApple nullveloper nullcumentation AnullCorenulloglenull augmented reality developer nullnull Released in 20nullnull ARnullre enables developers to build Android and inull apps that can nullnderstand your environment and place obnullcts and information in it.nullnull nullhe nulley technologies ARnullre uses to accomplish this are motion tracnullng, environmental understanding and light estimation.nullnullnullnullnullnullurcenull nullogle nullog nullnull nullurcenull nullogle nullvelopers ARnullre nullerviewAugmented Reality for Marketing: An IAB Playbook nullWnullT null DnullnullNnullnullOWTnullAND ADOnullnullN OF AnullnullSnullnullCONSnullEnullAWAnullNESSAugmented reality has enullsted conceptually in popular culture since at least nullnullnullin null nullrannullnullumnull novel, nullThe nullster nulley .nullnull it, nullumnull protagonist Rob is given the gift of a nullharacter nullrnullernullby a nullmon which is described in chapter nullnullersions of AR have continued to appear in novels, nullms and television driving increased awareness of AR and sparnullng the imagination to its possibilities.“It consists of this pair of spectacles. While you wear them every one you meet will be marked upon the forehead with a letter indicating his or her character.“Augmented Reality for Marketing: An IAB Playbook nullnullnsumer adoption of AR nullat least in the sense relevant to this nullayboonullnullreally begins soon after the launch of the inullone in 200null. nullrom a marnulleting perspective, in
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