Apple’s ARKit platform under development. Image source: Apple
The time when augmented reality will be ready for widespread marketing and public relations uses is approaching – and fast.
Pundits predict that Apple will push augmented reality into the mainstream when it releases its iOS 11 mobile operating system that includes its new augmented reality kit (ARKit) in September. With AR, developers can superimpose computer-generated images onto the real world. While innovative brands have experimented with AR, Apple’s toolkit will bring technology to the public. Viewers won’t need a fancy headset or special glasses when they have Apple’s latest iPhone or iPad.
Some leading-edge brands are already adopting ARKit in its beta stage ahead of its addition to the new iOS. Ikea is developing an app that allows customers to see what furniture and other household items would look like in a three-dimensional view inside their homes, Ad Week reports. Ikea also plans to introduce new products in the app before stocking them at its stores. PGA Tour is working with Possible Mobile to replicate three-dimensional golf course models.
Experts advise marketing teams to work with their software developers and agencies to create meaningful AR experiences appropriate for their brands.
Don’t Forget about Facebook
Facebook is asking developers to apply for access to its AR Studio tool, now in closed beta testing. Developers will contribute AR image filters and interactive experiences to its new Camera Effects platform, according to Tech Crunch. Results will be available through Facebook’s Camera feature on smartphones, and eventually through other hardware, such as eyeglasses.
“The first augmented reality platform that becomes mainstream isn’t going to be glasses, it’s going to be cameras,” Facebook CEO Mark Zuckerberg told Tech Crunch. Almost everyone now has a smartphone; affordable AR glasses might be years away.
“Apple and Facebook will make augmented reality an everyday reality,” David Deal, a digital marketing consultant, told Ad Week. “We’ll see plenty of hit and miss with AR as we did when Apple opened up the iPhone to app developers, but ultimately both Apple and Facebook are in the best position to steamroll Snapchat with AR.”
Practical Applications
Most people remember Pokémon Go as the best-known example of AR. While augmented reality games may be the best early entry point for many marketing initiatives, the technology offers a plethora of practical applications that go well beyond games. Customers will be able to see:
- What a meal looks like on their plate and rotate the meal to see all angles.
- What furniture looks like in their home and how the furniture pieces match other pieces.
- How they look wearing clothing and other accessories they’re considering purchasing.
- What places looked like in the past – a boon for museums and other educational facilities.
- What places look like after suffering environmental degradation or improvement – ideal for environmental organizations.
- Virtual tours of houses for sale and commercial properties under development,
- Virtual college tours for prospective students.
- Virtual visits to amusement parks and museums
- “Inside tours” of machinery and other complicated equipment
Bottom Line: Apple’s new smartphone will include unprecedented augmented reality capabilities that are likely to popularize AR. Forward-thinking brands are pondering how to market their products through AR. Some are already developing AR campaigns. In addition, widespread AR use could be worthwhile for many nonprofits and educational facilities.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
