Campaign successes highlight consumer demand for augmented reality
LONDON ---- Augmented reality (AR) marketing is having a significant impact on consumers, according to market leading specialists, Total Immersion.
The claim follows the success of high profile UK campaigns, which have been generating six figure viewing numbers, with average viewing times of four minutes.
According to Total Immersion’s UK Sales Director, Myles Peyton, the statistics demonstrate a growing consumer appetite for augmented reality, which marketers cannot afford to ignore.
“This technology is only just starting to take hold in the UK, so we are delighted to be generating these types of user numbers this early on,” Myles explains. “The length of time people are staying on our clients’ websites is a key indicator of the influence that augmented reality is having already. This is also reflected in the number of YouTube hits that our campaigns are currently generating,” he said.
“The impact of AR is very evident when you look at campaigns, such as Night at the Musuem Two. For the first three weeks of the pre-movie marketing launch, the website had 15,000 visitors, with an average viewing time of two minutes. When our AR experience was available, the website had 15,000 visitors in the first 24-hours and average viewing times shot up to 6.5 minutes,” Myles comments.
“Based on our experience, a consumer will revisit the same experience at least four times over a two week period,” he adds.
Since its UK launch earlier this year, Total Immersion has worked on campaigns for Paramount Picture films Star Trek and Transformers, the Nokia N97, as well as creating the eagerly awaited Mattel range of AR toys for James Cameron’s new film, Avatar.
The firm’s patented markerless technology will also feature in the new Michael Jackson Opus book, due to be published in December. In France, an augmented reality book published with the famous French editor, Nathan, dedicated to 8 to 12-year-olds, was out of print in only three days.
“Total Immersion and its network of more than 50 partners around the world have delivered more than 150 projects to the marketplace in the first nine months of this year – that’s one project every two days. Of these, 75% have been for marketing campaigns,” Myles said.
“It is one of the fastest growing areas of our business and this looks set to continue in the future, especially with the growth of our mobile phone technology, which now works on Symbian and Windows mobile, with Android and the iPhone soon to follow,” he explains.
“Only with the ability to access AR on the move will the technology really start to come of age, or become accepted in our daily lives as a typical media type . Taking into account the success of recent campaigns, we anticipate that AR will be widespread on the high street and in outdoor advertising as early as late 2010,” Myles continues.
“Everyone has seen the ‘Star Wars’ holograms scene in the movie blockbuster. This will be reality, augmented reality in 2014, where the need for video processing will be redundant,” he states.
“Beyond that, there is the potential for the technology to be built into glasses and for new forms of mass communication using personal AR projector systems…this technology has the potential to literally transform the way we live.”
For more information about Total Immersion visit www.t-immersion.com, or contact Myles Peyton on 01932 895755, or e-mail myles.peyton@t-immersion.com.
ENDS
For press enquiries, contact Corrina Cockayne on 0845 223 9889, or 07765 404616, or e-mail corrina@vpublicrelations.co.uk.
EDITOR’S NOTES
Total Immersion
Total Immersion (www.t-immersion.com) is the global leader in augmented reality. Through its patented D’Fusion® technology, Total Immersion blurs the line between the virtual world and the real world by integrating real time interactive 3D graphics into a live video stream. Leading the augmented reality category since 1999, the company maintains offices in Europe (France and UK), Asia and in the U.S., and supports a network of more than 50 partners worldwide. Find the latest news concerning Total Immersion projects at: http://augmented-reality-news.com.
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