LONDON -I am psyched about attending AdTech next week in London –not only is
the AdTech event franchise now a fixture around the globe when it comes to
digital marketing, but it promises to offer a great blend of brands, publishers
and agencies.
What do I expect from AdTech?
I expect to see some great examples of mobile marketing apps from
big names and learn about success stories but hopefully also app flops, as
these can reveal even more about what to do and not to do.
I also expect to hear about the challenges that ad agencies, app
developers and brands have in providing innovative features like AR to
end-users. Do they feel that users “get AR”? Is it the case that brands see AR
as embedded in their mobile app experience or as a side feature of mobile?
Finally, I’m keen to find out what new channels publishers are
looking to distribute their digital content through and what success they are
having with AR in doing so.
At the forefront of the AR e-volution I've had a lot to do with the latest trends in AR and how this is expected to look in the future (it is not just about the wearables…)
I am hoping to help agencies at AdTech de-mystify AR –even though I am often surprised to
hear people ask what the acronym “AR” stands for, most people are not familiar
with the term. This is changing quickly, but separating the wheat from the
chaff is still necessary to be able to reach out to a mass audience of mobile
users.
AR can be easy for brands to implement. I’ll
be sharing success stories from Ikea AR app (the no.1 most downloaded branded
app in 2012) as well as other case studies . Each different but with common needs when it comes
to image recognition and AR.
Any new technology needs to entice users by painting a picture of
how they can be used. AR is no exception and I see many great use
cases on a regular basis that I will be sharing: from Museum
Apps, Wine Apps, AR Maps through to Mobile Commerce apps (shoot and add to wish list or shopping cart).
Last but not least, I’ll be demoing the speed and
simplicity of image recognition and explaining why I believe it is the key
gateway technology to a great AR experience within mobile apps.
