Archiboo award for AR reflects a changing tide

Augmented reality has been a "buzzword" as the judges at the Archiboo Awards warned, but our recent award for Best Use of Innovation changed their view on its potential.

It showed how AR can have a role when it comes to reaching out further than traditional communications have in the past. Engaging those not engaged. At a recent event I attended a former Sony exec presented some interesting stats, which if anything, feel conservative. He'd recorded 27% higher emotional engagement with 3D and 34% longer viewing that in flat 2D. His research also demonstrated that 73% said the use of immersives increased their unprompted recognition of a project.

In other words, it's more memorable because it's more engaging. People are more likely to remember, to take pride, talk positively and to share. Immersive tech - for the right brief - is an opportunity to create advocates of a project in a playful way that can deliver the same information, the same narrative but in a style that suits the audience and has impact.

We're increasingly finding a wide variety of sectors interested in the potential of immersive tech in the widest sense, from utilities to brands sponsoring global sporting events, to location based experiences and of course, other places in London and beyond. The potential is huge and now, after a few years, the commercial and ROI is being reviewed. Organisations see an opportunity to change the conversation by using different tools.

You can read more about the award and the Archiboo comments here. Thoughts encouraged!