Augmented reality is a technology that is new to a lot of people.  Besides sounding like something out of a scifi movie, it's a new technology that is sure to change the landscape for how traditional media interacts with digital media.  Augmented reality or A.R. is the practice of combining real world and computer generated data to generate a 3D graphic.  Sounds fancy huh?  Here's a more simple explanation.  Have you ever watched a Saints game on T.V.?  That yellow line on the television lets people at home know where the player has to get to make a first down.  But in reality, that yellow line does not exist on the field.  The line is a simple form of A.R., where a computer generated image is placed on top of a real world image.  To use A.R., you have to have a web camera or cellphone.  Using the devices camera, a person can point it at an object in the real world to see a 3D image come to life or get more information about the object.

The New Orleans Connection

A.R. has been around for some time but recent advancements have started the development of software to push it more mainstream.  According to Dave Maher, Director of Digital Communications for the New Orleans based company Zender Communications, Zender is one of fifty companies worldwide that was given a developers license to produce an augmented reality browser called Layar.  Layar will utilize a cellphone built in camera and the A.R. browser display information when the user points it at a particular object.

In the French Quarter and need to find the nearest restaurant with good rates?  Using the Layar browser, a person can hold it up to the street, instantly receiving information about surrounding eateries, their location, rates, menus, reviews from other customers, and even book reservations if needed.

Currently Layar is only supported on the Android platform, with an iPhone version coming out soon (pending approval from Apple).  The first public release from Zender will be for the Voodoo Fest.  Visitors at the Voodoo Fest will be able to point their cellphones to the stage and start to receive information about the band playing, what act is up next, and even where to buy their tracks from Amazon.com or iTunes.  They can use it to locate restrooms around the event, find ATM's, and get info on food prices.  There will even be an after hours part to Layar for the Voodoo nightlife experience.

How It Will Affect Branding

Augmented reality is already being used by companies to promote their brand.  Best Buy uses it in their circulars by allowing people to use their web cams to interact with laptops on sale.  General Electric uses it to help them build the smart grid of the future. Because augmented reality brings a new way for businesses to interact with customers, it will most certainly affect the branding strategy of companies big and small.

On a more local perspective, A.R. isn't out of reach for small businesses looking to increase their brand recognition. "As more innovation is put into the development of augmented reality, small businesses will see a decrease in cost for using the technology.  A.R. will allow small businesses to put their information right in the face of customers." says Maher.

Because augmented reality relies on having to use real objects (such as a building) or media (such as a newspaper) it creates a new landscape for digital interaction with the real world.  We will start to see newspapers and magazines use the technology in new ways to engage people.  "Obviously, A.R. is still in its infancy, but as it becomes more mainstream we'll see it adopted in different ways" said Maher.