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What’s the ROI of AR?
Presented by Rachel Pasqua, Director, Mobile Strategy, iCrossing
How Webster’s defines “search”
  How Webster’s defines search:
How SEMs define “search”
There are a few search apps that use AR…
             …but few examples from big brands!
So where does augmented reality fit in?




                           Esquire’s Augmented
                           reality issue
Most brands are using it for entertainment value.




                                   Star Trek Movie
                                   Promos
Overall, it tends to be a gratuitous use of technology.




                                  GE’s Virtual Windmills
Few offer a real benefit to the brand and the user




                                   The USPS Virtual
                                    Box Simulator
Is there an ROI for branded
            AR?

         ???
 What are some potential
   business models?
Using AR to search for deals and advice




                  Average customer rating


                  Sarah's mom: We’ve gone
                  through several baby monitors
                  and this model is the best by…
                      More| $$ Coupon $$
Using AR to search for educational info




           Tyrannosaurus
           meaning 'tyrant lizard')
           from the Greek words
           τσραννος (tyrannos,
           meaning "tyrant") and
           σασρος (sauros,
                    o




           meaning "lizard") was
           a genus of the
           theropod dinosaur
                 more


                   More
Using AR to search for local recommendations




                    Tonight at the Bellagio
                    Cocktails at Caramel
                    Light menu from 5-7
                                  o
                         Call | Reserve
                    Gogol Bordello @The Bank
                            Tickets
Using AR to find time-sensitive info




            Playing now:
            Scar Tissue
            Californication, 1999

                 Request
                 Tweet
                 Tag
Using AR to research and gather data




                        3082 Westbury Drive
                        3 bed, 2 ½ bath
                        Taxes: $9,000
                                     o
                        School District: Bellmore
                        Broker: Dawn Mellon
                        ```Call | eMail | Text
Mobile AR Business Models for Brands

        Virtual demos                           Augmented retail
    Consumers automatically view how        Lets shoppers gather ratings, special
    products perform or function in store   offers and additional recommendations
    or remotely through a catalog           on the fly, in-store.



       Enhanced Events                           Location Layers
    Participants gather and share           Time sensitive info superimposed
    information at sporting events,         over physical locations – hospitals,
    concerts, amusement parks, etc.         transportation hubs



   Experiential education                                 In situ
    Virtual classes, lectures, tours for    Offer users a view-to-come of spaces
    museums, zoos, historical landmarks     and places under development –
    and other public spaces                 parks, buildings, roads
Tips for getting started:

 Development costs:

  $25K – $100K+




                      Data Sourcing
                       Proprietary feeds
                              VS
                        Crowdsourcing
Interested in AR & Search? Please join:




                  SEMPO’s
     Emerging Technologies Committee
                For info on membership & activities, please
                                contact:
                         Rachel Pasqua, iCrossing
                          Co-Founder, Co-Chair
                       Rachel.pasqua@icrossing.com

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What's the ROI of Augmented Reality - Rachel Pasqua - iCrossing

  • 1. What’s the ROI of AR? Presented by Rachel Pasqua, Director, Mobile Strategy, iCrossing
  • 2. How Webster’s defines “search” How Webster’s defines search:
  • 3. How SEMs define “search”
  • 4. There are a few search apps that use AR… …but few examples from big brands!
  • 5. So where does augmented reality fit in? Esquire’s Augmented reality issue
  • 6. Most brands are using it for entertainment value. Star Trek Movie Promos
  • 7. Overall, it tends to be a gratuitous use of technology. GE’s Virtual Windmills
  • 8. Few offer a real benefit to the brand and the user The USPS Virtual Box Simulator
  • 9. Is there an ROI for branded AR? ??? What are some potential business models?
  • 10. Using AR to search for deals and advice Average customer rating Sarah's mom: We’ve gone through several baby monitors and this model is the best by… More| $$ Coupon $$
  • 11. Using AR to search for educational info Tyrannosaurus meaning 'tyrant lizard') from the Greek words τσραννος (tyrannos, meaning "tyrant") and σασρος (sauros, o meaning "lizard") was a genus of the theropod dinosaur more More
  • 12. Using AR to search for local recommendations Tonight at the Bellagio Cocktails at Caramel Light menu from 5-7 o Call | Reserve Gogol Bordello @The Bank Tickets
  • 13. Using AR to find time-sensitive info Playing now: Scar Tissue Californication, 1999 Request Tweet Tag
  • 14. Using AR to research and gather data 3082 Westbury Drive 3 bed, 2 ½ bath Taxes: $9,000 o School District: Bellmore Broker: Dawn Mellon ```Call | eMail | Text
  • 15. Mobile AR Business Models for Brands Virtual demos Augmented retail Consumers automatically view how Lets shoppers gather ratings, special products perform or function in store offers and additional recommendations or remotely through a catalog on the fly, in-store. Enhanced Events Location Layers Participants gather and share Time sensitive info superimposed information at sporting events, over physical locations – hospitals, concerts, amusement parks, etc. transportation hubs Experiential education In situ Virtual classes, lectures, tours for Offer users a view-to-come of spaces museums, zoos, historical landmarks and places under development – and other public spaces parks, buildings, roads
  • 16. Tips for getting started: Development costs: $25K – $100K+ Data Sourcing Proprietary feeds VS Crowdsourcing
  • 17. Interested in AR & Search? Please join: SEMPO’s Emerging Technologies Committee For info on membership & activities, please contact: Rachel Pasqua, iCrossing Co-Founder, Co-Chair Rachel.pasqua@icrossing.com