Google recently released Goggles which is arguably the broadest reaching AR program available to date. If you are not familiar, it allows you to do two things:
1. Snap a photo of anything and automatically search for results based on images and text within the photo
2. See location and direction specific google maps results by pointing your camera in any direction
The potential of this tool is that of most augmented reality: quick, easy and highly relevant information. This is also another avenue (along with voice recognition software) for mobile devices without a keypad to access search functionality. To see Google's description of benefits check out the video here.
From my tests the text processing works well so things like book covers, business card, and anything with a URL on it return useful results. Goggles was able to identify flat logos but had much more trouble with 3D object logos, for example it immediately identified a Dodge logo on a sticker, but was not able to identify the Dodge logo on the grill of a Nitro.
While many augmented reality apps have been released recently, Goggles is the strongest indication that augmented reality is coming to the masses quickly. If using the camera on you mobile device to gather information and navigate on foot becomes a commonly adopted behavior this has significant implications to marketers.
How Google Goggles Could Impact Marketing
Many things can be done (or not done) with regard to products and storefronts to provide more value to customers and make shopping easier. An analogy is the way natural search, paid search, and search engine optimization work in concert. Users will see naturally occurring results regardless of where they are.
At some point in the future those results could have paid listing next to them or could be enhanced in some way. For example if a person is walking down the street looking for a place to get a coffee they see a Starbucks .25 miles away and next to that appears an ad for Mom and Pop Coffee Shop .5 miles away. So the person is made aware of a local option just a little further away.
Finally products and store fronts will be able to be optimized to better market themselves. For example logos could be optimized to be easily photographable (make them 2D not 3D). Search results could be specific to a model number to provide end users the most important information. For example if I were in market for a new car and saw one that I liked on the street photographing the trim level/logo could return results of fast it accelerates, the mpg and the cost if search results were properly optimized.
My guess is that Layers on Google maps will offer a lot of opportunities for augmented reality marketing through Goggles. Definitely a product to watch over the next year.
Russ Hopkinson
@rhops
Strategists & Planners
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