My Comments On… “Google Glass could enhance the High Street experience but what else can it offer brands?”

I recently supplied a few quotes to The Drum on how Google Glass can be used by brands as a marketing tool. The full article can be read on The Drum with full commentary from the editorial team, my quotes are below.

Joel Blackmore, senior innovation manager, Somo, described Glass as “an ultra-personal device” and claimed that it meant delivering “appropriate content is more important than ever before.”He added; “The simplest thing a brand can do to use Glass as a marketing tool is to find a way to deliver brilliant and relevant content” to users.

 

“The New York Times has already produced a good example of this with its Glass app. I’d encourage brands to start experimenting with the Glass technology to understand the best ways to deliver their content to users in an appropriate fashion.

 

“Using Glass and having content pop up in your field of vision takes some getting used to, so having unwanted advertising content would be even more disconcerting right now. Putting the right branded content onto the Glass screen is more important than advertising for brands at the moment.”

There you go, shocker! Content is more important than advertising for a brand to remain relevant to a consumer. We’ve known this for a long time, Glass just confirms this once again.

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My Comments On… “Seeing Things Differently: Are Brands Missing the Boat With Augmented Reality”

This has been up on The Drum’s site for over a month but I didn’t see it until now!

The article discusses Augmented Reality for advertising purposes, and asks what is needed for AR to become mainstream. Read the full article on The Drum for more comments from Maarten Lens-FitzGerald, co-founder of Layar, and Lauren Offers, head of Aurasma marketing.

 

AR will be further propelled into the mainstream with the introduction of AR-enabled mobile devices (without the need to install an app). Progress is being made in this area, with Metaio and ST-Ericsson introducing the first augmented– reality chipset in February this year, paving the way to always-on AR. Chip designer ARM is also working with developers to build augmented reality that can track real-world objects such as buildings. Joel Blackmore, senior innovation manager at Somo, believes universal access is crucial to build mass-market scale.

 

“The problem with current AR is that it needs to be fired up in a native app, requiring a download or an open app in order to interact. This places unnecessary barriers for customers to engage in an AR experience, in what is often an impulse situation,” he explains.

 

“For AR to become mainstream and open up all the marketing opportunities it promises, the experience either needs to be fired up within mobile web (thereby negating an app download) or even better, be built into the smartphone and tablet operating system as a standard AR viewer. Once steps are removed from the process through mobile web access, or removed altogether through universal access to an AR engine, we can use mobile to create the link between the physical and digital worlds and augment on a mass-market scale.”

 

 

Tips for AR success: How can advertisers harness what is still a relatively underused medium?

 

“Your experience is only as good as your content. If you are delivering any content through your experience, make it worthwhile. If the user only gets the same trailer they have already seen on YouTube, is this a good experience? Provide exclusives if you can.”
Joel Blackmore, senior innovation manager, Somo