Augmented Reality for Advertisers

PICNIC





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Partner:: PICNIC
Location:: PICNIC '07 Conference
Westergas, Amsterdam
Event Date:: 09.28.07
Speakers:: Ferhan Cook,; Eduardo Dias,; Jeroen Mol,; David Polinchock
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Summary: Augmented Reality for Advertisers

Augmented reality is a field of computer research which deals with the combination of real world and computer generated data. Most AR research is concerned with the use of live video imagery which is digitally processed and "augmented" by the addition of computer generated graphics. Advanced research includes the use of motion tracking data, fiducial marker recognition using machine vision, and the construction of controlled environments containing any number of sensors and actuators. What does this mean for advertisers? Three industry leaders present their experiences - PICNIC

Bio

Ferhan Cook

Ferhan Cook is a veteran in new media. Cook was part of the very first Apple multimedia team as well as the original Quicktime team. Cook has been consulting, working on international business deals, and major television and mobile events for 12 years.

Eduardo Dias

Eduardo Dias is the co-founder and Vice President of Ydreams. YDreams is a Portuguese technology solutions provider founded in June 2000 by specialists in information technology, telecommunications, image processing, geographic information systems and environmental engineering. The company develops pioneering, patent-pending technology in a variety of fields, namely spatial data mining, interactive media, augmented reality and pervasive gaming. YDreams develops products, customised solutions and services for four major markets, through independent divisions: Advertising, Entertainment, Education & Culture and Environment. Dias is also an assistant professor at Universidade de �vora where he teaches Software Engineering and Human-Computer Interaction. He has a PhD focusing on Contextual Information and has developed innovative systems for the spatial and temporal exploration of virtual and real environments.

Jeroen Mol

Mol started in 2001 with Mitridate BV (record company specializing in opera music), a traditional brick and mortar company that is now shifting to the Internet. In 2006, Mol started OwnSite with a partner. After one year the company changed into a one-man-show with Mol as its leader. OwnSite income is generated by building websites on a self-made content management system, contracting work and converting old pen drawings into AutoCAD files via outsourcing. Most of Ownsite's income is invested into new ventures/ideas.

David Polinchock

David is the Chief Experience Officer (CXO) at Brand Experience Lab, an innovation think tank, creating the next generation of brand experiences. His goal is to challenge marketers to create better stories and to understand how consumers want to hear those stories. It's a little theatre 101 - find the right script; know who the audience is and direct a great production. He is also a leading voice in the conversation on the socialization of retail, exploring how the emergence of online social technologies are impacting the physical retail space. His blog, Experience Manifesto, was called �one of the best blogs so far on experiences and marketing� by leading event design company, Jack Morton. In 1990, he was introduced to virtual reality and quickly became a well-respected expert in the field of marketing with new technologies. The goal is to explore how these new technologies will enable companies to create more compelling, authentic and relevant brand experiences. David has combined theatrical training with a vast knowledge of technology to create new territories for marketers. He believes that it is not enough today to simply play with the latest technologies; we must understand their role in moving your brand story forward. Where Marshall McLuhan once said, "The medium is the message," today's world has now moved beyond that simple statement. Audiences today expect more then just to be wowed by how we send them the message. They want to be wowed by the message and they want to be wowed by the product as well!