iab-增强现实在营销中的应用（英文）-2019.6-34页.pdf

AUGMENTED REALITY FOR MARKETINGAN IAB PLAYBOOKUsage of Augmented Reality(AR)has been steadily rising as an entertainment,gaming and advertising platform over the last several years.The introduction of wearable AR lenses in 2014,followed by the massive success of Pokmon Go in 2016,rocketed AR into the mainstream,opening the door for broader adoption across other areas particularly marketing.With 1 billion expected users by 2020,and an expected$2.6 billion in ad spend by 2022,consumers are clearly showing an appetite for the unique type of experiences AR offers,creating new opportunities for brands to tell their stories in a fresh,engaging,and creative growing format.The IAB Augmented Reality for Marketing Playbook provides the advertising ecosystem with a framework for considering and exploring the burgeoning opportunities in AR.It is intended to educate brands and marketers on the value and benefits of this nascent marketing channel,and it includes definitions and key terms,growth drivers,use cases,practical advice on implementation and measurement.June 2019Augmented Reality for Marketing:An IAB Playbook 2TABLE OF CONTENTSMission and Contributors.3Definitions .5 What is Augmented Reality?.5 The Difference Between Augmented Reality and Virtual Reality.5 Key Terms.6 Technologies that Enable AR.7What is Driving Growth and Adoption of AR?.8 Rising Consumer Awareness.8 Technological Advancements.12The User Journey .14 How Consumers Access AR.14 How AR Experiences are Activated.15 How Object Recognition is Triggered.16 Marker.16 Markerless.17How AR is Used Today/Current Applications.18 First-party Consumer/Social Applications.18 Gaming.19 Search.20 Retail.20 Ad Units.21 Sponsored Content.24 App Sponsorship.25 Editorial.27Why AR for Marketing?.28How Can a Brand Get Started with AR?.30Measurement .31Conclusion .33About the IAB .34Augmented Reality for Marketing:An IAB Playbook 3MISSION AND CONTRIBUTORSCommercial applications of augmented reality have been growing for some time now.Since at least the late 1990s,when the NFL cast the first yellow line marker overlay on TV,consumer appetite for this type of perceptual enhancement has risen rapidly.The smartphone era opened the door to new and creative uses for AR,and significant investments in both AR-related hardware and software solutions has opened the door for new forms of storytelling,drawing the interest of marketers.Given that AR for advertising is still very much in its infancy,the IAB Augmented Reality for Marketing working group was formed in order to define for marketers and their agencies actionable best practices,guidance,and inspiration on activating this nascent channel.The working group was led by Julian Soler,Director,Mobile Marketing Center of Excellence at IAB with co-chairs from Snap,Inc.,Verizon Media,Meredith Digital and Unity Technologies.TONY GEMMAHead of InnovationVerizon MediaTONY PARISIHead of AR/VRAd Innovation Unity TechnologiesBADI BADKOUBEHead of Global Product MarketingSnap,Inc.JOELLE MEFFORDDirector of InnovationMeredith Corp.Augmented Reality for Marketing:An IAB Playbook 4DAVID HILLIER ADFORMALLAN BATHURST AMAZONJOE BRUST AMAZONMANNY BERRIOS BRIGHTLINEWAYNE YOUNG CONVERSANT MEDIAALASTAIR COTTERILL FACEBOOKALEXA KRAKARIS FACEBOOKFAN HUANG FACEBOOKJYOTIKA PRASAD FACEBOOKNICHOLAS SPIRO FACEBOOKROHAN KURUVILLA FACEBOOKSTEPHANIE RODRIGUEZ FACEBOOKAARON LUBER GOOGLEALEXANDER NICK GOOGLEBART JENNICHES GOOGLECAMBRON CARTER GUMGUMIRIS FU GUMGUMSTEVE ROSENBLUM IAB CANADACHARLES WHATLEY INSTREAMATIC,INC.SCOTT JOHNSON KARGOTAKUYA WATANABE MEDIA JAPAN NETWORKFLORIANA NICASTRO MEDIAMATHJOELLE MEFFORD MEREDITH DIGITALBRITTANY HARDIN MIQDEVON DEBLASIO NEUSTARJEFFREY MEZA THE NEW YORK TIMES COMPANYJAMIE FULLER PGA TOURWENDY BALOGH PGA TOURADAM SMITH PUBMATICHERVE BIZIRA RYOTZEDA STONE RYOTKATHY AARONSON SALES ATHLETE,INC.ADIL SYED SNAP,INC.ALI RANA SNAP,INC.BADI BADKOUBE SNAP,INC.CAROLINA ARGUELLES SNAP,INC.NICOLE LONGO SNAP,INC.PHILIPPE BROWNING SNAP,INC.MARK BRANNOCK SPOTXCHRISTOPHER KLOPP SUNDAYSKYHANAN LIFSHITZ TABOOLABERTRAND COCALLEMEN TEADSAGATHA HOOD UNITY TECHNOLOGIESTONY PARISI UNITY TECHNOLOGIESTRACY SWEETBAUM UNITY TECHNOLOGIESTONY GEMMA VERIZON MEDIAUYOUNG SUGGS VERIZON MEDIAKWUN CHOY VERTEBRAESTEFANIE MOTTE VERTEBRAETAYLOR PATCHEN VERTEBRAEVINCENT CACACE VERTEBRAEDIEGO MEDINA VIACOMKARAN CHACHLANI VIACOMNICOLE MOSCARDINI VIACOMCLAY WEBSTER VIVOOM,INC.JEFF WALKER VIVOOM,INC.LAUREN HALPERN VIVOOM,INC.JILL CASEY XANDRIAB acknowledges and thanks the working group members for their contribution:Augmented Reality for Marketing:An IAB Playbook 5DEFINITIONSWHAT IS AUGMENTED REALITY?*Source:IAB New Standard Ad Unit Portfolio,page 34 The Difference Between Augmented Reality and Virtual RealityAugmented Reality(AR)is an experience that utilizes a camera to change or enhance the users view of the real world.This experience can be app-based or web-based,though app-based is more common today.AR experiences are a new way to create context and add experiences over real physical world objects and attributes like location or recognized image or object.*Augmented Reality overlays content in the real world directly inside a camera experience,typically through a phone,tablet,desktop computer or headset.Virtual Reality does not interact with the real world.It creates a whole new virtual experience that mimics real experiences,usually via a headset.Augmented Reality for Marketing:An IAB Playbook 6KEY TERMSIAB published a comprehensive Augmented and Virtual Reality Glossary in 2018.For the purposes of this Playbook,the following terms are highlighted:Back-facing Camera OrientationAn AR experience where the camera is oriented away from a user to showcase and alter the surrounding environment;i.e.environment-based AR,inserting objects on surfaces,etc.Front-facing Camera OrientationAn AR experience where the camera is oriented towards the users face and alters something related to the face;i.e.,selfies,face filters,etc.WebAREnables a consumer to load AR experiences directly from the web onto their browser.WebAR minimizes friction that a consumer may experience when trying to view AR content.Head-mounted DisplayA device with clear glasses or goggles that attaches to a users head and shows virtual images projected on,or in,the real world;i.e.Google Glass,Spectacles by Snap.Mixed RealityMixed reality is a blending of elements of both virtual and augmented reality.It encompasses both VR and AR within a broader spectrum called the Reality-Virtuality Continuum,and attempts to combine elements of the real and virtual worlds in to environments where physical and digital objects can live together and interact with each other in real-time.First-party AR Ad DeliveryA branded AR experience that is delivered through a brands proprietary app.Third-party AR Ad DeliveryA branded AR ad experience that is delivered by an entity outside of the brands proprietary app,such as social media platforms,gaming platforms,advertising networks/platforms,and 3D rendering engines/platforms.3D ModelA mathematical model of an object rendered in three dimensions.It can be turned and viewed from many angles.If a jpeg image is like a painting,a 3D model is a sculpture.Computer VisionTerm used for the field of science and technology that enables computers to capture,identify and process images the way a human eye does.Improvements in computer vision are key to the democratization of AR.Smartphones today have the ability to detect surfaces,objects and people with great accuracy.Advancements in phase detection(which allow for better auto-focusing of moving objects),and more and bigger megapixels are Augmented Reality for Marketing:An IAB Playbook 7providing sharper,cleaner images making it easier for AR apps to detect items and render them in space.TECHNOLOGIES THAT ENABLE AR MarkersA type of AR experience that uses a specific marker in the real world,such as a QR code or an AI learned concept(recognized object)like a dog to trigger the display of AR content.*Source:IAB New Standard Ad Unit Portfolio,page 34 It does require a predetermined image,pattern,or physical object that the camera recognizes using image recognition software to launch the AR experience.For example,a consumer could point their device camera at a fast food logo and have one experience,then point their camera in the same app at a retail store logo and experience different AR content.The unique and distinct appearance of each logo is recognized,triggering different experiences.MarkerlessMarkerless AR technology is used to recognize patterns or features in an environment that were not previously provided to the application,enabling,for instance,a consumer to scan a real-world environment like a tabletop or a room in their apartment using their smartphone camera and virtually place a product there to see how it would look.ARKitApples augmented reality developer platform for iOS devices.Launched in 2017,ARKit empowers developers to leverage camera and sensor data to map digital objects in 3D space.ARKit combines device motion tracking,camera scene capture,advanced scene processing,and display conveniences to simplify the task of building an AR experience.*Source:ARKit|Apple Developer Documentation ARCoreGoogles augmented reality developer SDK.Released in 2018,ARCore enables developers to build Android and iOS apps that can understand your environment and place objects and information in it.*The key technologies ARCore uses to accomplish this are motion tracking,environmental understanding and light estimation.*Source:Google Blog*Source:Google Developers ARCore OverviewAugmented Reality for Marketing:An IAB Playbook 8WHAT IS DRIVING GROWTH AND ADOPTION OF AR?RISING CONSUMER AWARENESSAugmented reality has existed conceptually in popular culture since at least 1901 in L.Frank Baums novel,The Master Key.In it,Baums protagonist Rob is given the gift of a Character Marker by a Demon which is described in chapter 8:Versions of AR have continued to appear in novels,films and television driving increased awareness of AR and sparking the imagination to its possibilities.It consists of this pair of spectacles.While you wear them every one you meet will be marked upon the forehead with a letter indicating his or her character.Augmented Reality for Marketing:An IAB Playbook 9Consumer adoption of AR-at least in the sense relevant to this Playbook-really begins soon after the launch of the iPhone in 2007.From a marketing perspective,in particular,the story begins in 2008.BMW ran a print ad for Mini that rendered a 3D image of the car overlaid on the page when a webcam or phone camera was pointed at it.That was followed by Esquires December 2009 Augmented Reality issue which featured Robert Downey,Jr.sitting atop an image that,when scanned using a special app,triggered video of the actor introducing you to the issue and pitching his upcoming movie,Sherlock.Additional supplemental AR-driven content was available throughout the issue.Notably,Lexus featured two AR ads in the issue.With advances in technology,to be described later,AR in marketing progressed rapidly over the next decade.Until about 2014,it was used primarily for branding stunts in public spaces,typically involving cameras shooting people and their surroundings,adding the virtual elements and displaying on a screen.This helped to introduce and drive broader consumer awareness of AR as a marketing channel.Exposure to AR truly scaled in 2015 with the introduction of Snap Lenses.In its first year alone,30 million snaps were decorated with Lenses-including by advertisers.For the first time,brands could reliably achieve scale with augmented reality.For example,in 2016,Taco Bells Shell Lens for Cinco de Mayo was shared by millions of Snapchatters and viewed over 224 million times on the day it launched.By 2018,on average,over 70%of Snap users had played with or viewed an augmented reality Lens every day,and over 300,000 Lenses had been created by Snaps community through Lens Studio,and those Lenses were viewed over 35 billion times.*Pokmon Go then entered the scene in 2016.Without question,the most wildly popular AR application of all time,it has been downloaded nearly 800 million times globally through 2018 and has generated over$2 billion in revenue through in-app purchases to-date.*Source:Snap Fourth Quarter and Full Year 2018 Financial Results Augmented Reality for Marketing:An IAB Playbook 10The following chart traces some key milestones over the last decade that have propelled AR awareness and adoption towards today.Augmented Reality for Marketing:An IAB Playbook 11It is clear the adoption of augmented reality has grown and will continue in significant ways as the following chart shows:*Augmented Reality was coined 1990 by Tom Caudell and David Mizzell,two Boeing researchers who used it to describe industrial uses of AR in the assembly of aircraft parts.*Source:eMarketer,Virtual and Augmented Reality Users 2019*Source:Vertebrae BlogAugmented Reality for Marketing:An IAB Playbook 12TECHNOLOGICAL ADVANCEMENTSEarly iterations of head-mounted and wearable computers began appearing around 1968.Television innovated various forms of augmented reality,most notably,weather forecasts in 1981 and the introduction of the yellow line first-down marker in the NFL in 1998.Increased investment in development platforms by technology companies in the years following has made it easier to rapidly create AR experiences.Early pioneers paved the way for development of AR applications across games,industrial and commercial uses.Numerous companies have sprouted up further driving investment into AR,among them Spark,Roar,Glimpse Group,BlippAR,Microsoft HoloLens,Oculus and Magic Leap.EPIC GAMESVUFORIAWIKITUDEUNITY TECHNOLOGIESSource:VoxSource:Vertebrae BlogFounded in 2008,and acquired by PTC in 2015,Vuforia is widely known as the industry leader in industrial augmented reality.With 600K+registered developers and hundreds of leading global enterprise customers across 30+verticals.Source:https:/ its Unreal Engine,Epic Games offers a complete suite of creation tools designed to meet ambitious artistic visions while being flexible enough to ensure success for team of all sizes.In 2017,they launched Project Raven,an AR/VR/MR solution.Source:https:/ is the creator of the worlds most widely used real-time 3D development platform,giving developers around the world the tools to create rich,interactive 2D,3D,VR&AR experiences.Over 60%of all Augmented Reality/Virtual Reality and over 50%of mobile games are built on Unitys platform.A leader in mobile AR technology,the Wikitude SDK provides cross-platform development tools for over 20,000 apps globally.Wikitude launched the worlds first mobile AR App,the Wikitude World Browser App in 2008.Augmented Reality for Marketing:An IAB Playbook 13The real game changer has been the launch of AR SDKs by the major technology companies;Apple,Amazon,Snap,Google and Facebook.The introduction of AR