Augmented reality (AR) may sound like a futuristic idea, but this is technology that has been around for years, however it has only recently become more widely available for commercial use. With AR enabled device or mobile app, digital content is overlaid on a user’s view of reality. This creates a composite view for both real and virtual realities.
For example, with some augmented reality apps, you can choose your desired layout for a room, superimposing a piece of furniture in your home before you buy it. AR is not only used in viewing image overlays. In the digital and publishing ecosystem, it is changing the way companies run their print campaigns. Using an algorithm that recognises the content on a printed surface, AR technology will provide additional content on a live camera screen, giving the camera holder a mix of realities. Let’s take a look at some of the main benefits of AR and how it can add value to your print media:
It creates an immersive and engaging interaction with the reader
Mobile and handheld devices are equipped with GPS, accelerometers and gyroscopes, and when these features are combined with AR, it makes it possible to revolutionise content delivery and engagement for print. Content is delivered directly from handheld devices — through geo-located tags — directly to users in an immersive and informative way. This means that users will access the digital content that is relevant in their communities, of greater interest to them, and in an interactive manner.
It helps to show that your brand is forward-thinking
The world of print has seen a shift in recent years as consumers are moving some communications online. However, with AR this shift can simply be a transition from traditional print to a new-age print industry.
Using AR technology, publishers can now convey their message, both regular content (text and static images), and a wide range of digital content in an advanced way. The print content can then be brought to life, forming a crucial trigger and 1st impression on the consumer’s journey with a brand.
It is more eye-catching for the reader
In today’s fast-paced, information overloaded world, the attention span of the average reader has reduced significantly. Readers and print consumers are intrigued and engaged by content that is dynamic and eye-catching. The visualisation and overlay of digital content like video, audio, and interactive 3D animations on your print materials, adds a new dimension to their experience.
It helps provide more information that isn’t available in small printed spaces
There is so much more that can now be said with AR and print media. Magazines, flyers, newspapers and all print sometimes run out of space when conveying a message to readers. With AR, additional content and insights can be added via videos, images or text. With the ability to create additional content on the fly, publishers can target specific users in certain demographics.
This versatility is one of the best things about using augmented technology in print. The possibilities are endless because you can extend your content and even make it interactive so that users can choose where your print will take them.
Augmented reality and print combined together will open up new opportunities and a new generation of publishing products and services. Trying to imagine the new ways that you can add value to your traditional print media business? Contact us for more information.