In this case, augmented reality.

Might sound kind of space age and actually it kind of is.

The Wikipedia definition: a live, direct or indirect, view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data.

My simpler explanation: it’s stuff superimposed onto other stuff.

Something like the next step up from QR codes (which when scanned with a smartphone or other device take you to a predetermined Web page or other destination), AR can be data that appears when you hold up your phone to, say, an ad.

It’s essentially how Google Glasses works. Here are a bunch of other pretty cool uses as reported by Mashable.

Just one example.

I recently helped a client with a presentation on current trends in recruiting (about which I knew little prior to the project, and can deftly pretend to know quite a bit about now).

In that process I came across a particularly WOW example of AR. It’s not surprising that the military is often an early adopter of advanced technologies for recruiting. This case is no different – as the Australian Defence Force looked at using augmented reality to recruit top medical students.

A few agencies (full disclosure: including a former employer) collaborated to create what “medically diagnosable advertising.”

You’ve got to watch this video. Maybe AR should stand for Awesomely Rad.

 

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