Article written by Andrew Englisch, CEO igloo

AdNews January 2010 – ‘What’s Next’

You are exploring downtown Sydney, early evening, nicely chilled. Someone takes your eye. You discretely point your smartphone at them. Silent click.

Their cute face instantly fills your camera’s live-feed screen. In a blink you are presented with a full array of their personal data superimposed over their image. Age, profession, fave foods, sexual preferences and Twitter feed. Your data packed screen says that you share a compatibility rating of 95%. Quickly you hit the ‘Drink?’ button. What will they do? How will they respond? Seconds later: ‘Yes!’ they ping you back.

Five swift minutes later you are sharing Grey Goose Martinis, together in Surry Hills as the sun arcs down to set.

While the above example is imaginary, the concept is very real. Welcome to Augmented Reality, an exciting new technology that uses your smartphone’s GPS and internal compass to identify your position and layer ‘Augmented’ data over live images and video.

While some marketers such as Nestle, Kia Motors and Procter & Gamble have been experimenting with AR, the full commercial potential of this technology is just beginning to register with digital marketers. Look beyond the current hype, and some powerful marketing opportunities are emerging. New and astounding brand engagement beckons for a range of industries: real estate agents, car manufacturers, FMCG, and retailers could all benefit. AR has the potential to create some incredible immersive experiences that change not just the game, but the rules too.

What’s in it for advertisers? Your future real street scape may well be filled with augmented advertising, promotions and 3D characters. Products and people will interact with you, Minority Report style, as you stroll down your local streets.

Sound frightening?

You better order another Martini. Make it a double.

For more info check out the following apps:
iphone – Layar, Urban Spoon, Foursquare