‘Augmented reality’ poised for growth

Business owners just getting used to using social media may soon find themselves grappling with yet another new technology: augmented reality. Unlike virtual reality, in which an alternate world is created, augmented reality “takes the real world and adds something to it,” says Rob Hudak, interactive creative director with Zehnder Communications and the guest speaker today at BRAC’s monthly Investor Luncheon. The yellow line that indicates the distance needed for a first down during a football telecast is one example. Zehnder, which has offices in Baton Rouge, New Orleans and Nashville, was one of the first outside companies to gain access to augmented reality technology created by Layar. Zehnder has since created augmented reality applications that utilize the GPS and compass capabilities of a smartphone to help the user find, for example, their favorite food vendor at New Orleans Jazz and Heritage Festival. An application Zehnder created to help promote the DVD release of the Louisiana-filmed Battle: Los Angeles depicts alien invaders superimposed on the user’s surroundings. They’ve also created one for Visit Baton Rouge that can help the user find events and places to eat and shop in the Capital Region. By 2017, according to one prediction cited by Hudak, some 2.5 billion augmented reality applications will be downloaded to phones and tablets annually. Digitally minded firms wanting to be part of that wave may have to start by teaching their clients what augmented reality is. “To be marketers in this realm, you also have to be educators,” he says. —David Jacobs