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State-Of-The-Art State-of-the-Art Hyperlocal Mobile Advertising Charles Woodward, VTT NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 1 Scope of the Study Sources Mobile World Congress, Barcelona, 27-29 March 2012 Others: ARE 2011, ISMAR 2011, Google, Web Update from previous study NextMedia / Ubimedia State-of-the-Art report 2011 Further technical information available at Liite: Mika Hakkarainen (VTT): Lisätyn todellisuuden alustat NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 2 Application Categories Categories Geo located, World Browsing (WB) Image based, Close Range (CR) Main applications Layar CR commercial, WB free Wikitude, WB, commercial / free Metaio CR, WB, SDK, commercial Aurasma, CR, commercial BlippAR, CR, commercial T-Immersion (D-Fusion), CR, commercial Qualcomm (Vuforia), CR, SDK, free NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 3 Layar Layar http://layar.com/ World’s first commercial AR World Browser, 2009 Received €14 Million VC investment in 2010 Over 10 Million installs of Layar Reality Browser Comes preinstalled on Samsung Galaxy tablets Free for developers Commercial product: Layar Vision See video http://www.youtube.com/watch?v=AsD0DuPT1GI&feature=youtu.be Layar Vision Pricing http://www.layar.com/browser/pricing/ 0,01 € per match, first 10,000 free, max €1000 per month Also: Layar Stiktu Enables image based content creation by end-users See video http://www.stiktu.com/ NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 4 Metaio Metaio http://www.metaio.com Offers both location based & close range solutions See examples, http://www.metaio.com/software/junaio-plugin/ etc. Success Stories, see http://www.junaio.com/publish/success-stories/ Products Metaio Design 2,5 – high end PC based functionality Metaio Mobile SDK v. 3.1 – mobile phones mCRUMBS – AR with HTML5 content Licensing See http://www.metaio.com/software/mobile-sdk/ Free version with branding features: starting videos & splash screens Features: http://www.metaio.com/software/mobile-sdk/features/ Fixed prices €4,950 - €19,000 http://www.metaio.com/software/mobile- sdk/pricing/ NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 5 Metaio (contd.) Statements by Thomas Alt, Co-Founder & CEO Meeting/discussion at Barcelona MWC In Germany, 10 Million magazine copies per month with AR content Mobile SDK with 70 applications, 1 Million users Goal: “AR on every smartphone by 2014” NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 6 Aurasma Aurasma (Autonomy / HP) http://www.aurasma.com/ Augmenting of product packages & ads, iPhone & Android Also, “Location Auras” based on GPS, compass Sharing of auras by Channels & Social See http://www.youtube.com/aurasmalite Revenue model http://www.aurasma.com/partners/get-involved Pay-per-click basis, no charge if just viewed Pricing model similar to Layar’s Current market leader … 3 Million users, 3000 partners, 70 countries UK, Germany, Italy, Poland with most active users Commercial mainstream break predicted “October 2013” NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 7 BlibbAR BlippAR http://www.blippar.com/ Augmenting of product packages & ads Marketing campaigns, see http://www.youtube.com/blippar1 Established June 2011, UK based, Qualcomm as investor Based on Qualcomm technology Statements by Ambarish Mitra, Co-Founder & CEO Meeting/discussion at Barcelona MWC 0,5 Million users, 80 % active, 8 views per user 72 customers, 200 brands, e.g. Tesco total of 7 campaigns Revenue €1 Million in 8 months Pricing around €10,000 per project Offers monitoring of user behaviour, number of hits etc. Clear sales peaks measured with AR marketing campaigns “Blippar is already mainstream in UK” NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 8 13th Lab Swedish developer (Stockholm), http://13thlab.com/ HTML based AR browser PointCloud http://pointcloud.io/ Currently implemented on iOS only (Android in Spring 2012) Also, some 3D SLAM technology & AR games PointCloud Product announcement at Barcelona MWC “Computer vision enabled web pages”, “The seeing web” Fast image recognition & tracking locally on mobile phone Partnership with Metro Magazine, Sweden Free for users & developers! NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 9 Others Total Imersion World’s leading template based & face tracking D’Fusion Studio announced for Free Download – but not for commercial use … Company concentrates mostly on project work Qualcomm New “Vuforia” SDK released, http://www.qualcomm.com/solutions/augmented-reality Completely free, high-end template based tracking Examples – see http://youtu.be/x47mLRvrn78 ARToolWorks Met at Barcelona MWC with Ben Crenshaw, CEO & Phil Lamb, CTO Some 300 new customers 2011 NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 10 Others (contd.) Wikitude http://www.wikitude.com/en/ Original products: Wikitude.me / personal -> World Browser / public New products: Wikitude myWorld / Evernote http://www.wikitude.com/myworld - share places with friends Commercial product: Wikitude SDK €599 / 10,000 licenses Tonchidot / Sekai Camera (Japan) In 2010: installed on 30% of iPhones, $12 Million VC investement See http://venturebeat.com/2010/09/30/japanese-augmented-reality- gaming-company-tonchidot-lands-12m/ GoldRun http://goldrungo.com Geo-located product placement Incl. two campaigns in Finland, 2011 NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 11 Others (contd.) ALVAR by VTT ALVAR Desktop (Windows, Linux) OpenSourced March/April 2012 ALVAR Mobile (iOS, Android, Symbian/Maemo/Meego) to be released 2012 ALVAR Web (Flash, Silverlight) available for project use http://virtual.vtt.fi/virtual/proj2/multimedia/ List of Augmented Reality SDKs Over 60 SDKs listed, up to date information (established 2012) http://www.icg.tu-graz.ac.at/Members/gerhard/augmented-reality-sdks NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 12 Further Notes Statements by Christine Perey (Consultant) Meeting/discussion at Barcelona MWC Recent market study: 25 companies making > 1 Million € 50/50 project work vs. other (licensing / downloads) AR in Japan / other countries Not much information available in the web Hakuhodo teamed up with the Asahi Shimbun newspaper, instantly receive extra video content; see http://blog.japantimes.co.jp/japan- pulse/augmented-reality-taking-it-to-another-level/ See also ”Portable Gaming in Japan: Redefining Urban Play Space and Changing Gameplay”, E. Cohen, http://asia.haifa.ac.il/semminar-best- works/gampeplay_final.pdf New, interesting AR blog available Augmented Tomorrow http://www.augmentedtomorrow.com/ NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 13 User Study, Spring 2011 “Online User Survey on Current Mobile Augmented Reality Applications”, T. Olsson, Proc. ISMAR 2011, pp. 75-83 Conducted through web survey linked to social media by leading app vendors Contains deep background material on existing applications & previous studies 2277 visits to survey page, 93 responses -> mainly early adopters Some conclusions Most used apps: Layar, Google Goggles, Wikitude, junaio Curiosity and novelty value as main motivators to install application Over 50% of repondants used the applications at least once a week Mostly location-based information search Usefulness preferred over entertainment value Contradicting statements about usefulness of current applications Defeciences of s/w & inaccuracies of h/w seen as most prominent weaknesses Long-term value arises from day-to-day usefulness and quality & relevance of content NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 14 Print Media Applications Metro Herald (Ireland) Campaign 19-30 Sep 2011, “World’s first fully augmented AR newspaper”, using BlippAR, http://blog.blippar.com/print-press/metro-herald-team-with- blippar-to-create-worlds-first-augmented-reality-newspaper/ Both editorial & advertising content, videos by news producer fyi Metro in Sweden Starting March 2012, using 13th Lab Point Cloud Browser http://www.arcticstartup.com/2012/03/15/pointcloud-13th-labs Statements by Andreas Klarén, Online Director of Metro Newspapers "We believe that the physical news paper is a great way to browse news and globally we reach more than 17 million readers who do so daily." ”We see this technology of connecting the physical world to the Internet as a natural convergence that has been in the making for some time, but technologies such as QR codes have simply not allowed for a good user experience in doing so." NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 15 Print Media Applications (contd.) United DailyNews (Taiwan) “World’s first AR national newspaper”, using Aurasma, http://printmediacentr.com/2011/11/worlds-first-augmented-reality-national- newspaper/ Asahi Shimbun newspaper (Japan) Hakuhado advertising giant providing for extra video content, http://blog.japantimes.co.jp/japan-pulse/augmented-reality-taking-it-to- another-level/ Philadelphia Inquirer (USA) “First AR newspaper in North America”, using Aurasma http://printmediacentr.com/2012/04/philadelphia-newspaper-adds- augmented-reality-via-ipad-app/ Critical comment: “Is it of any value to use an iPAD to enhance newspaper content when you could just read the newspaper on the iPAD? … The technology is more interesting for (geo located) things that don’t necessarily have an immediate online presence.” NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 16 Print Media Applications (contd.) Time Out (New Zealand Herald’s weekly ) New Zealand’ Herald’s weekly entertainment magazine Junaio aapplication, http://www.junaio.com/publish/success-stories/timeout/ “Scan channel to fill the magazine with stunning AR content like 3D images, videos
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