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Augmented reality 'becoming popular with digital marketers'

31 Dec
Augmented reality technology is increasingly being used by marketers keen to engage with consumers online.

This is according to Trevor Clawson, who suggested in a Brand Republic article that firms and their advertising agencies have been "rushing to explore" the possibilities afforded to them by this new phenomenon.

Augmented reality enables web users to project images of themselves into sites using webcams.

These pictures can then usually be made 3D and people can manipulate their creations in various ways.

For example, Glasses Direct has an application on its site that enables consumers to view 3D representations of themselves trying on different spectacle frames, Mr Clawson pointed out.

He added that brands have also been using the technology to reach out to mobile users, with mapping functionalities often providing images of real-world objects.

Recently, Juniper Research found that the market for mobile augmented reality services is expected to reach $732 million (£461 million) by 2014.ADNFCR-2176-ID-19534958-ADNFCR
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