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
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 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 Évora 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.
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 is director of the Media Lab at AT&T Advanced Ad Solutions.