"What's the ROI of Augmented Reality" as presented by Rachel Pasqua, Director, Mobile Strategy, iCrossing, at the Search Engine Strategies Conference in New York on Tuesday, March 23, 2010.

1. What’s the ROI of AR?
Presented by Rachel Pasqua, Director, Mobile Strategy, iCrossing

2. How Webster’s defines “search”
How Webster’s defines search:

3. How SEMs define “search”

4. There are a few search apps that use AR…
…but few examples from big brands!

5. So where does augmented reality fit in?
Esquire’s Augmented
reality issue

6. Most brands are using it for entertainment value.
Star Trek Movie
Promos

7. Overall, it tends to be a gratuitous use of technology.
GE’s Virtual Windmills

8. Few offer a real benefit to the brand and the user
The USPS Virtual
Box Simulator

9. Is there an ROI for branded
AR?
???
What are some potential
business models?

10. Using AR to search for deals and advice
Average customer rating
Sarah's mom: We’ve gone
through several baby monitors
and this model is the best by…
More| $$ Coupon $$

11. Using AR to search for educational info
Tyrannosaurus
meaning 'tyrant lizard')
from the Greek words
τσραννος (tyrannos,
meaning "tyrant") and
σασρος (sauros,
o
meaning "lizard") was
a genus of the
theropod dinosaur
more
More

12. Using AR to search for local recommendations
Tonight at the Bellagio
Cocktails at Caramel
Light menu from 5-7
o
Call | Reserve
Gogol Bordello @The Bank
Tickets

13. Using AR to find time-sensitive info
Playing now:
Scar Tissue
Californication, 1999
Request
Tweet
Tag

14. Using AR to research and gather data
3082 Westbury Drive
3 bed, 2 ½ bath
Taxes: $9,000
o
School District: Bellmore
Broker: Dawn Mellon
```Call | eMail | Text

15. Mobile AR Business Models for Brands
Virtual demos Augmented retail
Consumers automatically view how Lets shoppers gather ratings, special
products perform or function in store offers and additional recommendations
or remotely through a catalog on the fly, in-store.
Enhanced Events Location Layers
Participants gather and share Time sensitive info superimposed
information at sporting events, over physical locations – hospitals,
concerts, amusement parks, etc. transportation hubs
Experiential education In situ
Virtual classes, lectures, tours for Offer users a view-to-come of spaces
museums, zoos, historical landmarks and places under development –
and other public spaces parks, buildings, roads

16. Tips for getting started:
Development costs:
$25K – $100K+
Data Sourcing
Proprietary feeds
VS
Crowdsourcing

17. Interested in AR & Search? Please join:
SEMPO’s
Emerging Technologies Committee
For info on membership & activities, please
contact:
Rachel Pasqua, iCrossing
Co-Founder, Co-Chair
Rachel.pasqua@icrossing.com