Expert Review :Eric Gehl, COO “User stats prove growing consumer demand for augmented reality”

User statistics published this week are proof of the growing impact of augmented reality (AR) marketing on consumers, according to market leading specialists, Total Immersion.

Eric Gehl 1The figures, compiled from AR website campaigns for Paramount Picture films Star Trek and  Transformers, show that the experiences generated ‘hundreds of thousands of visitors’ during the first launch week alone, with an average viewing time of four minutes.

According to Total Immersion’s COO, Eric Gehl, the statistics demonstrate a growing consumer appetite for augmented reality, which marketers cannot afford to ignore.

“This technology is only just starting to take hold in the UK, so we are delighted to be generating these types of user numbers this early on,” Gehl explains.  “The length of time people are staying on our clients’ websites is a key indicator of the influence that augmented reality is having already.  This is also reflected in the number of YouTube hits that both campaigns have generated, which totalled more than 90,000 in the first launch week,” he adds.

Other high profile campaigns for Total Immersion this year have included the opening of the UK’s first augmented reality exhibition at Nokia’s flagship Regent Street store in London to launch the new N97 and the eagerly awaited Mattel range of AR toys for James Cameron’s new film, Avatar.

The firm’s patented markerless technology will also feature in the new Michael Jackson Opus book, due to be published in December. In France, an augmented reality book published with the famous French editor, Nathan, dedicated to 8 to 12-year-olds, was out of print in only three days.

“Total Immersion and its network of 50 partners has delivered more than 150 projects to the marketplace in the first nine months of this year and 75% of these have been for marketing campaigns,” Eric said.

“It is one of the fastest growing areas of our business and this looks set to continue in the future, especially with the growth of our mobile phone technology, which now works on Symbian and Windows mobile, with Android and the iPhone soon to follow,” he explains.

“Only with the ability to access AR on the move will the technology really start to come of age, or become accepted in our daily lives as a typical media type .  Taking into account the success of recent campaigns, we anticipate that AR will be widespread on the high street and in outdoor advertising as early as late 2010,” Eric continues.

“Everyone has seen the ‘Star Wars’ holograms scene in the movie blockbuster.  This will be reality, Augmented reality in 2013, where the need for video processing will be redundant,” he states.

“Beyond that, there is the potential for the technology to be built into glasses and for new forms of mass communication using personal AR projector systems…this technology has the potential to literally transform the way we live.”

2 Responses

  1. The firm’s patented markerless technology will also feature in the new Michael Jackson Opus book, due to be published in December. In France, an augmented reality book published with the famous French editor, Nathan, dedicated to 8 to 12-year-olds, was out of print in only three days.

  2. According to Total Immersion’s COO, Eric Gehl, the statistics demonstrate a growing consumer appetite for augmented reality, which marketers cannot afford to ignore.

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