{"id":2437,"date":"2014-03-02T12:53:42","date_gmt":"2014-03-02T17:53:42","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=2437"},"modified":"2019-11-12T22:37:18","modified_gmt":"2019-11-12T22:37:18","slug":"how-can-your-association-use-augmented-reality","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/how-can-your-association-use-augmented-reality\/","title":{"rendered":"What is Augmented Reality, and How Can Your Association Use It?"},"content":{"rendered":"<p><em>An<\/em> Association Adviser<em> interview with Marcus Underwood<\/em><\/p>\n<p>From slick consumer magazines, to nuts-and-bolts trade journals, augmented reality is getting lots of buzz these days by content shapers anxious to hold readers\u2019 attention in an increasingly digital age. To help separate the WOW factor from the real-world practicalities of AR, we turned to Naylor\u2019s Chief Innovation Officer, Marcus Underwood, for some clarity.<\/p>\n<p><a href=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/Tweetables-icon.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-2502\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/Tweetables-icon.jpg\" alt=\"Tweetables\" width=\"300\" height=\"65\" \/><\/a><\/p>\n<table style=\"border-collapse: collapse; width: 95%; margin: 5px; border: 1px solid black; background-color: #dcdcdc;\" width=\"\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black;\">\n<ul>\n<li><a style=\"text-decoration: none; color: #000000;\" href=\"http:\/\/ctt.ec\/6QDHk\" target=\"_blank\" rel=\"noopener noreferrer\"> Augmented reality is a powerful tool for bringing print content to life\u2014it can go several steps further than QR codes.<img decoding=\"async\" style=\"padding: none; border: none; background-color: #dcdcdc;\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/RealLilTweetables.png\" alt=\"Tweet: Augmented reality (AR) is a very powerful tool for bringing print content to life\u2014it goes several steps further than QR codes.\" \/><\/a><\/li>\n<\/ul>\n<ul>\n<li><a style=\"text-decoration: none; color: #000000;\" href=\"http:\/\/ctt.ec\/c28S1\" target=\"_blank\" rel=\"noopener noreferrer\">Your content or advertising better be spot-on if you&#8217;re using augmented reality or your reader may never come back.<img decoding=\"async\" style=\"padding: none; border: none; background-color: #dcdcdc;\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/RealLilTweetables.png\" alt=\"Tweet: Your content or advertising better be spot-on if you're using augmented reality or your reader may never come back.\" \/><\/a><\/li>\n<\/ul>\n<ul>\n<li><a style=\"text-decoration: none; color: #000000;\" href=\"http:\/\/ctt.ec\/h5P3N\" target=\"_blank\" rel=\"noopener noreferrer\">Augmented reality holds tremendous promise for the publishing world, although there isn&#8217;t a <em>de facto<\/em> standard yet.<img decoding=\"async\" style=\"padding: none; border: none; background-color: #dcdcdc;\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/RealLilTweetables.png\" alt=\"Tweet: Augmented reality holds tremendous promise for the publishing world, although there is no de facto standard yet.\" \/><\/a><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><b>Association Adviser:<\/b> What is augmented reality (AR) and why should association publishing professionals get familiar with it?<\/p>\n<figure id=\"attachment_37\" aria-describedby=\"caption-attachment-37\" style=\"width: 105px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-37\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2012\/07\/Marcus-Underwood-resized-color-e1426190510718.jpg\" alt=\"Marcus Underwood\" width=\"105\" height=\"90\" \/><figcaption id=\"caption-attachment-37\" class=\"wp-caption-text\"><em>Marcus Underwood, Chief Innovation Officer, Naylor<\/em><\/figcaption><\/figure>\n<p><b>Marcus Underwood:<\/b> Augmented reality (AR) is technology that allows for a digitally enhanced view of the real world. With the camera and sensors in a smartphone or tablet, AR adds layers of digital information\u2014videos, photos, sounds\u2014directly on top of items in the world around us.<\/p>\n<p><b>AA: Can you give us an example of AR in action? <\/b><\/p>\n<p><b>MU:<\/b> Sure. A typical example would be holding your smartphone over a magazine page, and then the elements of the page (when viewed through the phone) would come to life.<\/p>\n<p><b>AA: Without getting too technical, how does AR work and what does an association (or reader) need in order to make the most of the AR reading experience?<\/b><b> <\/b><\/p>\n<p><b>MU:<\/b> AR uses image recognition technology to identify predefined images, and then performs certain actions when those images are identified. By using AR content management tools, a publisher can scan a PDF file of any content element (i.e. magazine, conference brochure, or signage) and then tell the software what to do when that image is recognized in the viewer.<\/p>\n<p><b>AA: How about video?<\/b><b><\/b><\/p>\n<p><strong>MU:<\/strong> Right. A typical action would be to play a video or to show some other sort of animation. The goal is to provide more information to the reader than can typically be provided in a print format.<\/p>\n<p><b>AA: Is there any way to know which of your readers\/members is using AR? That\u2019s important for editors as well as advertisers.<\/b><b> <\/b><\/p>\n<p><b>MU:<\/b> Another great benefit of AR is that the software tracks who interacted with the content. This way you can see how effective the content was, and for an advertiser, you may even be able to identify sales leads.<\/p>\n<p><b>AA: What is the best way for an association to get familiar with augmented reality and test it out before diving headlong into the AR pool?<\/b><b> <\/b><\/p>\n<p><b>MU:<\/b> The technology is fairly simple to use and inexpensive to test. A simple and effective test could be to scan the cover of your magazine, and use AR to play a video message from your Executive Director. If you have already a video clip, this can be accomplished in a matter of minutes.<\/p>\n<p><b>AA: Sounds surprisingly simple<\/b>.<\/p>\n<p><b>MU:<\/b> Keep in mind that you will need to have a way to let people know that there is an AR feature available in the magazine. A good way to do that is to add the logo of your AR vendor, or some other small notation on the page, with instructions about how to use this technology.<\/p>\n<p><b>AA: What are some of the biggest misconceptions about what augmented reality can (and cannot) do for association professionals? <\/b><\/p>\n<p><b>MU:<\/b> AR has a real \u201cwow\u201d factor to it. However, its practicality is still in question. Requiring a user to install an app to see additional content means you must be able to deliver something special. If not, the reader will be disappointed and may not return. Asking a user to take extra steps for an advertiser\u2019s message is a waste of time. The association must provide content that the member really wants and THEN, the advertiser\u2019s message can be seen since the member already has the app.<\/p>\n<p><b>AA: How are advertisers\/sponsors reacting to augmented reality in the media they support? <\/b><\/p>\n<p><b>MU:<\/b> This is the early days for AR, and most advertisers are only dabbling in it. There are some hurdles with AR, the largest being that there is no single tech standard. To activate an AR feature, you must have the application loaded on your phone or tablet. Each AR provider has its own software. So, if you have one provider\u2019s software, you may not have the other. This means the user must prepare in advance for the content by downloading the app. This makes it all the more important for the content to be meaningful.<\/p>\n<p><b>AA: What is the best device to use to get the full AR experience? <\/b><\/p>\n<p><strong>MU:<\/strong> The leader in print AR appears to be <a title=\"Layar\" href=\"http:\/\/www.layar.com\" target=\"_blank\" rel=\"noopener noreferrer\">Layar<\/a>. Another vendor is <a title=\"Augment\" href=\"http:\/\/augmentedev.com\" target=\"_blank\" rel=\"noopener noreferrer\">Augment<\/a>.<\/p>\n<p><b>AA: <\/b><b>How is scanning an augmented reality (AR) code with a smartphone or tablet any different from scanning a QR code? <\/b><\/p>\n<p><b>MU:<\/b> Scanning QR codes and AR elements can be used similarly (to take a user to specific Web content), but AR can do more. It can allow you to use view things through your phone (like a pair of binoculars) and show content and information while still viewing the \u201creal world\u201d around it.<\/p>\n<p><b>AA: Does AR technology require special programming skills in order to create the augmented content? <\/b><\/p>\n<p><strong>MU:<\/strong> No special skills are needed. You need to pay for the software (often Web-based), but these tools are easy to use.<\/p>\n<p><b>AA: Would geo-located \u201caugmented content\u201d be a good way to promote interactivity at trade shows and conferences? <\/b><\/p>\n<p><b>MU:<\/b> This would be a good use of AR, as you have a \u201ccaptive\u201d audience, and can better ensure that they have preloaded the application needed. Walking the show floor with your phone, you could hold up the phone to a booth and see more info about the company while still viewing the booth and the people working there!<\/p>\n<p>Watch a video about augmented reality from Free Minded Media and test some AR apps from mainstream brands like BMW and Esquire <a href=\"http:\/\/www.fmmedia.co.za\/services\/augmented-reality.html\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a>. Another version of AR, Google Glass, has been <a title=\"Google Glass to Be Covered By Vision Care Insurer VSP\" href=\"http:\/\/www.nytimes.com\/2014\/01\/28\/technology\/google-glass-to-be-covered-by-vision-care-insurer-vsp.html?_r=1\" target=\"_blank\" rel=\"noopener noreferrer\">in the news<\/a> lately because of the deal Google has entered into with VSP, an optical health insurance provider, to subsidize Google Glass. Which types of AR do you think are most likely to catch on with associations? Leave us a comment below!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>An Association Adviser interview with Marcus Underwood From slick consumer magazines, to nuts-and-bolts trade journals, augmented reality is getting lots of buzz these days by content shapers anxious to hold readers\u2019 attention in an increasingly digital age. To help separate the WOW factor from the real-world practicalities of AR, we turned to Naylor\u2019s Chief Innovation [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[345,346,347,348,91,57],"class_list":["post-2437","post","type-post","status-publish","format-standard","hentry","category-technology","tag-augment","tag-augmented-reality","tag-interactive-media","tag-layar","tag-qr-codes","tag-technology-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Can Your Association Use Augmented Reality?<\/title>\n<meta name=\"description\" content=\"To help separate the WOW factor from the real-world practicalities of augmented reality, we turned to Naylor\u2019s CIO, Marcus Underwood, for some clarity.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/how-can-your-association-use-augmented-reality\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Can Your Association Use Augmented Reality?\" \/>\n<meta property=\"og:description\" content=\"To help separate the WOW factor from the real-world practicalities of augmented reality, we turned to Naylor\u2019s CIO, Marcus Underwood, for some clarity.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.naylor.com\/associationadviser\/how-can-your-association-use-augmented-reality\/\" \/>\n<meta property=\"og:site_name\" content=\"Association Adviser\" \/>\n<meta property=\"article:published_time\" content=\"2014-03-02T17:53:42+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-11-12T22:37:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/Tweetables-icon.jpg\" \/>\n<meta name=\"author\" content=\"Association Adviser staff\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Association Adviser staff\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.naylor.com\/associationadviser\/how-can-your-association-use-augmented-reality\/\",\"url\":\"https:\/\/www.naylor.com\/associationadviser\/how-can-your-association-use-augmented-reality\/\",\"name\":\"How Can Your Association Use Augmented Reality?\",\"isPartOf\":{\"@id\":\"https:\/\/www.naylor.com\/associationadviser\/#website\"},\"datePublished\":\"2014-03-02T17:53:42+00:00\",\"dateModified\":\"2019-11-12T22:37:18+00:00\",\"author\":{\"@id\":\"https:\/\/www.naylor.com\/associationadviser\/#\/schema\/person\/3295b0ebb50ab785127c67672b4314ed\"},\"description\":\"To help separate the WOW factor from the real-world practicalities of augmented reality, we turned to Naylor\u2019s CIO, Marcus Underwood, for some clarity.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.naylor.com\/associationadviser\/how-can-your-association-use-augmented-reality\/\"]}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.naylor.com\/associationadviser\/#website\",\"url\":\"https:\/\/www.naylor.com\/associationadviser\/\",\"name\":\"Association Adviser\",\"description\":\"Leadership Strategies &amp; 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