The next few years, the technology of augmented reality that serves the melody through a virtual three-dimensional digital devices such as computers and Smartphones is expected to be used as the matangnya technology support. One application of the technology is enriching the form or content of the ad.
Advertising is one of the strategies to win business competition. However, so far there has been no breakthrough in advertising that could create the close relationship between the consumer and the product. The average ad filled with direct messages from the manufacturer without involving the interaction and feedback directly from consumers. With the technology of augmented reality (AR), commercials allows performed with more interactive.
‘”If we can see, the current stagnant industry. They need something unique. This technology could be the answer to increasing the interaction of product or brand with consumers, ” explained Peter Sheare, Managing Director of Augmented Reality & Co (AR & Co), one of Indonesia companies in developing augmented reality solutions since the year 2009.
A study named “Augmented Reality effectiveness in Advertising” held by Purdue University, Department of Computer Graphic Technology and published by P. Connoly – C. Chambers indicated that the traditional 2D print media is more effective in delivering factual, especially text-based, information for later recall. However, there were several factors that may have impacted the results of this study. As was previously noted, technical difficulties prevented the participants from experiencing a true self-manipulating augmented reality environment, which may have impacted the effectiveness of the augmented reality treatment.
So, in Indonesia especially, AR tech for advertising will be thought twice.