Is AR augmented hype, or a reality?
Fad or phenomenon: Are the region’s marketers ready to embrace augmented reality?
April 20, 2010 2:06 by Precious de Leon
A more hopeful response is from Sagar Shetty, director of Clique Media, who says marketing the technology can be an issue in the region partly because marketers question its staying power. “Once they get past the novelty factor of AR, though, there’re a lot of opportunities for integrating it into different areas of brand experiences.”
ADMC’s Mirauer is also positive. “There’s a general perception that the Middle East isn’t the place to find innovation,” she says. “We found in our research that people here are doing more exploring in their online world than in their real world because it’s easier for them to do so. Right now it’s been all about gimmicks. But the more the technology is understood and discovered, the more companies will get on board.”
* Go to the GMR website to experience the Middle East’s first AR magazine front cover. Follow the instructions in the special AR section, print out the cover page with the marker and place it in front of your web-cam.