Article 1
New Amazon iPhone App Blends Augmented Reality With eCommerce
Within the same vein as QR codes, Google released “Google Goggles”, an augmented reality app that uses smart phone picture recognition for information search, in 2009 for Android phones. Much like Google Goggles, Amazon has recently introduced a mobile app, named “The Flow”, that allows similar picture recognition technology but with emphasis on ecommerce as opposed to solely information search. The application, which is available for the iPhone and iPad boasts it can recognize millions of objects including books, DVDs, toys, electronics, and as the iTunes app store demonstrates—even jars of Nutella. After taking a picture of an item on an iPhone (the app suggests to scan barcodes if initial image recognition does not work) the app will direct the consumer to a screen that displays ratings, price, shipping price, product details/descriptions, consumer reviews, and a button with the ability to purchase that item directly from your mobile device. Though both the article, and scattered reviews on the itunes app site claim that the app has difficulty recognizing a number of objects, The Flow powered by Amazon is an example of the potential of augmented reality apps and their future within digital advertising.
1. Do you think apps such as the Flow by Amazon or Google Goggles make QR codes obsolete?
2. What sort of products would you most likely use an augmented reality mobile app for?
3. Would you be averse to purchasing items directly from you cell phone? Why or why not?
Article 2
http://www.adweek.com/news/advertising-branding/big-underdogs-form-display-ad-alliance-136510
Big Underdogs Form Display Ad Alliance
AOL, Microsoft and Yahoo have partnered up and are offering advertisers the opportunity to buy ad space from all three companies. The partnership plan, which eliminates third-party ad buyers from the equation, will function through communication between the three companies or more specifically, sharing business and allowing advertisers the opportunity to buy digital ad space from all three by simply communicating with just one. Many claim this the newly formed bond is a desperate counteraction to the success of Facebook and Google premium display revenue, but the three constituents argue the cost-benefit by cutting out ad sales as the crux of the decision.
1. Which constituent do you believe might benefit the most from the partnership? Why?
2.
What are some potentially detrimental effects of the team-up?
3. Do you think the disparities between the three constituents might deter advertisers? Are these disparities even large enough to do so?
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