Lynne d Johnson



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09.29.10 11:28 PM

Augmented Reality For Marketers

The above presentation was given by myself and my co-presenter, John C. Havens, SVP, Social Media, Porter Novelli, earlier this week at Web 2.0 Expo in New York. If I didn't say John's helped shape some of my thinking of AR in a marketing context, I'd be lying. He's been an advocate of AR in PR in Marketing and has been preaching it loads of places. Me, initially, I was just looking at it as an advertising medium, as evidenced in this video presentation from last year's Unconference at Web 2.0 Expo, where John hosted an AR panel.

Porter Novelli and Augmented Reality - Lynne D. Johnson presentation

You see last year, I approached it from the perspective of an admirer, a geek, or perhaps just the inquisitive journalist who is in love with most things tech. But my thinking on Augmented Reality and its real-life implications has come up. As you can see evidenced in this video interview from this year's Web 2.0 Expo, conducted by Mac Slocum, online managing editor, O'Reilly Media.

Lynne d Johnson interviewed at Web 2.0 Expo New York 2010

I suppose as the technology matures, more people will begin to see it in the ways that John and I can. And as more useful and easy to use applications of augmented reality related to our real lives -- say in instances of health care, or shopping, or driving -- become more the norm, perhaps adoption will become more widespread. In the video I mention interoperability challenges as one barrier, and though I mention mobile technologies, what about an AR operating system or universal code (like HTML for Web browsers)? What's going to make AR more cost effective across the board in the instances of marketing that we've discussed and where does it fit into an overall integrated marketing or communications strategy?

I'm not giving away my insights on all of that just yet, but if you have an interest in the topic, and you'll be at SXSW Interactive in 2011, John and I will be taking this show on the road. There we'll have an updated (and somewhat different) approach to all of this from what you've seen here.

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