The future of augmented reality (AR) may open up a whole new dimension of marketing messages. A wide variety of AR apps already place special icons or pictures atop images a consumer sees or use location-based services (LBS) to overlay information about the places and things shown through a mobile device’s view screen.

But we’ve only scratched the virtual surface. Improved image recognition software is changing the way devices and users see the world. Organizations are using Kinect gadgets and 3D printers to give tourists three-dimensional souvenirs of themselves. The soon-to-be-released Aurasma app is bringing still images in newspapers to life with AR video. And researchers are drastically advancing the ability of systems to recognize and track objects.

So what does this mean to you?
We’re nearing the day when devices with enhanced image recognition simply will identify the product or ad a consumer is viewing and provide additional content, including text, video and AR experiences. Plus, brands will begin to buy virtual space in nearly any location and deliver marketing messages visible through an AR viewer. As digital becomes more physical, companies must embrace the opportunity to extend brand messaging and increase consumer engagement nearly anywhere.

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