The third biggest printer in the country, Blue Star, is launching what it claims is Australia’s first specialist augmented reality marketing service, and predicts the emerging technology will prompt the next boom for print.
The company has set up a whole new division, known as Blue Star Interactive, which will offer end-to-end services for clients, including the bespoke development of AR technologies and applications to campaign-based creative and delivery support, using smart mobile devices.
Sales and marketing group general manager Kim Lykissas says AR ‘Will be the largest leap in consumer technology since the roll out of the worldwide web’.
“Our new division will pioneer the most comprehensive AR capabilities in the market, and collaborate with clients on innovation that will move the bar for how brands approach marketing in Australia,” he says.
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Blue Star Interactive will be led by David Francis, an experienced AR practictioner who comes with two years experience as a Silicon Valley consultant on campaigns for brands like 20 Century Fox and Target. He says the technology could turn the tide for print.
"We will deliver contextual marketing through augmented online and print communications, and will combine these to create the most accountable and measurable media channel in the market," he says.
"Augmented reality technology allows us to robustly visualise a clear and defined path to purchase using mobile and tablet applications. And it can collect key behavioural data."
Francis says print’s advertising effectiveness has not been judged accurately because there is no way to accurately measure how many people actually see an ad and how they view it.
AR technology also uses print as its delivery mechanism, using printed targets to translate embedded data into visual experiences for consumers.
“Print can be seen in a new light, we can show its effectiveness for the first time and empower printers to be involved in omnichannel marketing strategies,” Francis says.
“It’s the first new technology that enhances not canibalises print’s market share. Digital isn’t the enemy anymore, it’s our friend – everyone can gain value.”
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