Augmented Reality And The Publishing Industry
What is Augmented Reality?
Augmented Reality or AR refers to the emerging technology that allows real time blending of digital data processed by a supercomputer with information coming in from the real world by means of compatible computer interfaces. Recent examples of this are Autodesk Showcase, Google Glass, Infinity AR and probably the most popular one in the past year, the mobile app, Pokemon Go.
Why AR is Relevant
Augmented Reality is becoming prominent across different industries such as gaming, retail, workplace and others. So it would make sense that publishing and AR could go hand-in-hand. AR presents new possibilities for the publishing industry where technology, content and creativity come together.
Key Factors for AR in Publishing
- Expanding Advertising – Publishers have an opportunity to expand their monetization paths. Much like YouTube has ads that play before or during the video, publishers could put ads in their books. As the users read content, a pop-up ad could appear. Of course, there is a huge risk of irritating the reader. But if the content and presentation are good and the ads are kept to a minimum, readers will put up with it.
- Education Sector – Augmented reality and publishing will find the most benefit in the education sector. The interactive nature of the technology allows for children to expand their horizons. For instance, adaptive assessments or adaptive learning are already quite prominent within the education field. More and more students require a more integrated learning experience. AR could be an answer to all that with publishing service providers adding to their services. It’s not just for children but it could even be used in colleges. Professors could provide a better understanding of their lectures and reinforce them at the same time.
- Reader Analytics – While there is already plenty of data at any given time, AR presents an alternate way of measuring what users/readers want in the open market. Marketing campaigns will be better informed by tracking user behavior and return on investment (ROI) for ads. Like the entertainment industry, reading will become more about targeted.
- Writers Becoming Marketers – For writers, the incentives could be enormous. As more and more authors are becoming more involved with book promotion, they are essentially becoming their own brand. AR offers that wonderful interactive experience for the reader and a better way for the reader. Publishers gain as a result. Much like a big studio film with Tom Cruise, the publishers could promote a ‘special appearance’ by your favorite author in the midst of the book.
What are the main Goals of AR in the Publishing Sector? Perhaps, it’s a simple case of more innovative strategies to change the publishing industry for the better. For instance, take Pokemon Go. In the last year, it was huge hit with users all over the world. It was gaming and interactive technology at its finest by presenting AR in mobile devices and networks. While the key objective is profit for everyone involved, it is really to give the best interactive user experience in the market. Publishers have already realized this and with more investment, the potential is infinite.