Do you know the word “AR”? AR is an abbreviation for “Augmented Reality,” which means “augmented reality.” By combining actual scenery with CG technology, we create a virtual space in the real world.
As a service using AR
The application “Pokemon GO”, which suddenly caused a global boom in 2016, is probably still fresh in your memory. Since then, applications equipped with AR technology have been released one after another, exciting the entertainment field.
Furthermore, AR technology is not limited to the entertainment field, but AR business models have already begun to be established in a wide variety of industries such as the fashion industry, interior design industry, and beauty industry.
Here, we will start with the question “What is AR?” and introduce actual usage examples and AR advertising, which is gaining attention, in detail.
What is “AR (Agmented Reality)”?
AR is an abbreviation for “Augmented Reality.” In Japanese, it means “augmented reality,” and it makes it possible to create a virtual space by combining CG technology with videos and images in the real world.
A feature of AR is that it “augments” the real world by adding new data created separately to data that already exists in the real world. AR technology is the latest technology that allows Pokémon to appear in real-life scenes, making them appear as if they actually exist, similar to the smartphone game app “Pokémon GO.”
When AR technology was first developed, it was mainly used on PCs, but with the rapid increase in demand for smartphones and tablets in recent years, various specifications of AR technology have improved at the same time. Smartphones developed in recent years have become equipped with AR technology, which has led to an increase in the number of active AR users, and the recognition of AR is expanding worldwide. In recent years, there has been an increasing number of entertainment apps that not only provide convenient functions but also allow users to enjoy entertainment. In addition to games, the use of location information continues to be diversified, including assist functions, business fields, and medical fields.
Difference with “VR”
“VR” is a similar word to “AR,” but the technology exists. Many people may have heard of these two phrases, but don’t really understand the difference between them. “AR” is a type of “VR,” but there are major differences between the two. One question is, “Are you using real-world data?” From here, I will explain the difference between “AR” and “VR”.
“VR” is an abbreviation for “Virtual Reality.” In Japanese, it is translated as “artificial reality” or “virtual reality.” VR (Virtual Reality) is an environment that stimulates the user’s five senses, including sight, hearing, touch, smell, and taste, by creating an environment that is not the real thing, but has the same functional essence. This refers to systems and technologies created through science and engineering.
It has the meaning of “not reality on the surface, but is essentially real,” and it means that with VR (virtual reality), “you can experience something as close as possible to the real experience.” To explain it simply, VR (virtual reality) allows you to experience virtual space in a way that is as close to the real experience as possible, and the realistic experience obtained through VR (virtual reality) is as if it were happening in reality. It is a mechanism that makes you feel like.
Additionally, in recent years in the game industry, the development of VR-specific hardware is progressing. A feature that allows users to experience the game while wearing a special headset and feel as if they are immersed in the game world is gaining popularity.
From the user’s point of view, AR adds new augmented data to the visible real world, while VR allows the user to immerse themselves in a virtual world created from scratch. The difference is that you can experience a sense of realism as if you were experiencing the real world.
Examples of “AR” that is effective in business scenes and promotions
Did you know that AR has become increasingly popular in the business and promotion fields in recent years? From here, we will introduce in detail examples of AR usage in various industries.
Examples of AR usage in the retail/EC industry
Currently, AR technology is having a great impact on the interior design industry. When considering the purchase of furniture or interior decoration, in order to choose the best item from a myriad of types, many people compare and consider items from various perspectives, such as size and color balance of the room.
However, by using AR technology, an app has been developed that allows you to easily see the product you are considering installed in your room or home on your smartphone or tablet screen. Since mismatches between users can be prevented in advance after purchasing furniture and interior design, this not only contributes to increasing customer satisfaction, but also, from the company’s perspective, helps reduce human resources and wasteful shipping costs for replacement work. There are advantages such as:
Apparel industry using AR technology
“NIKE FIT” is NIKE’s official application equipped with AR functionality. Scan your feet using your smartphone’s camera. By scanning, you can measure the size of your feet and save and record the measurement results within the app. We provide a service that automatically suggests the most suitable size for the user by combining that measurement data with past purchase history, etc.
The application of the world famous brand “GUCCI” has a service that allows you to try on clothes using AR. By using a dedicated app and holding your foot over your smartphone’s camera function, you can see a CG image of yourself wearing the actual sneakers on your smartphone screen. Masu. This feature makes it possible to avoid mismatches that may occur when trying on products before purchasing.
In addition, Korean jewelry store Lologem has made it possible to try on the earrings it sells by using a special app and holding the camera up to your face. This is an innovative service that allows you to easily find your favorite item from a wide variety of items, eliminating unnecessary time trying on items.
Onward Kashiyama’s “JOSEPH” also attracted attention as a company that utilizes AR. We held an AR fashion show using tablet devices installed in the store. The use of AR technology has made possible fashion shows that would not be possible in the real world, such as the ability to zoom in on the clothes worn by the models in the fashion show and change the models at will.
Beauty industry using AR technology
Perfect Co., Ltd. is also developing a business using the “YouCam Make” app, which uses AR technology. By using this AR technology, users can actually experience a simulated makeup experience using their desired cosmetics within the app. Being able to check the condition of cosmetics after using them before purchasing helps improve service, create a buzz, and prevent mismatches after purchasing the product.
Tourism industry using AR technology
The use of AR technology is also attracting attention in the tourism industry. As smart glasses for AR are gradually becoming more popular, new services are starting to emerge. This is an innovative service that allows you to wear smart glasses and enjoy a tour of your destination. The advantage is that each travel destination can be viewed regardless of the season or weather, and the smart glasses also have a built-in simultaneous translation function, making it possible to accommodate multinational tour participants.
Construction industry using AR technology
Toda Construction, a domestic construction company, has adopted its own proprietary construction equipment AR. This system allows you to create a 3D model of construction equipment on a tablet, and by holding the tablet over an actual construction site, the two images can be superimposed. This makes it possible to confirm that the dimensions of fixtures are appropriate for the delivery route and to verify the safety of the site environment in advance. There are cases where it has been used to reduce the preparation time required for arranging construction equipment, reduce worker labor, and ensure safety.
What is AR advertising?
From here, we will explain AR advertising, a relatively new advertising method that uses AR technology.
AR advertising uses technology that “adds new augmented data to the visible real world” created by AR. A feature of AR advertising is that it is an advertising method that allows users to experience a simulated experience of a service or product regardless of their location. Some of its features include the fact that it has fewer negative images than traditional advertisements, and that users are more interested in it because it allows for the latest technology and unrealistic experiences.
For example, there is an advertisement using the AR content experience app “Nikkei AR” provided by Nihon Keizai Shimbun. By simply downloading a special app and holding your smartphone over the relevant page of the newspaper, 3D images of car parts will pop out across the screen. In addition, when you hold the “Nikkei AR” over the advertising page, a marching band appears and a fanfare sounds, etc. Newspapers that can only be read on a flat page are now using AR technology to add more fun to their promotions. It has become.
How AR advertising works
The basic mechanism of AR advertising is generally to display AR content corresponding to plane recognition or AR markers on the screen. It becomes possible to display advertisements when plane recognition and AR markers are recognized using the camera of a smartphone or tablet.
Furthermore, since AR content can handle not only 3D and images but also audio, it can appeal to the five senses even more than traditional advertising. The user’s impression of AR advertising will remain deep-rooted, which will lead to maximum appeal.
AR advertising linked to SNS
Currently, demand for AR advertising linked to SNS is increasing. Instagram and SnapChat, which have active users especially among the younger generation, are incorporating AR technology into various functions within their apps, and there is a growing trend to use this technology for advertising.
We will actually advertise the effect function itself, which is made possible by AR technology. The service will be spread by many users through self-portrait videos, images, and word of mouth.
Modern web marketing places emphasis on “gaining empathy” from users. Instagram’s AR ads, which have a great influence in various fields, are shared and spread in a natural way by close friends and similar users, and it has been proven that users have a high level of empathy for AR ads. I am. The collaboration between SNS and AR advertising is sure to attract even more attention from many marketers and companies.
summary
What is “AR” here? From this point on, we have explained actual business situations, examples of its use in promotions, and “AR advertising”, which is starting to attract attention.
AR technology has a slightly different interactivity than images and videos, and enables dynamic expression. Many companies have already introduced AR technology, and AR is beginning to become established as a new business model in various fields. Now that we have entered a new era of 5G due to advances in digital technology, AR has the potential to expand the market explosively.
In addition, due to the impact of the global pandemic, “contactless” business and promotions that make full use of cutting-edge digital technologies such as AR will receive even more attention in the future. I’m sure I’ll go.