AR abbr Augmented Reality

July 21, 2012

See also: Augmented Virtuality, Advanced Advertising

CIMM DEFINITION: The ability to combine video content with interactive features on the same screen so that it is interactive, real-time and is registered in 3D. Mixing reality with virtuality on the same screen.

2: Augmented Reality is closer to the real environment while Augmented Virtuality is closer to the virtual environment. (Source: Wikipedia)

NOTE – This is currently available in smartphones as an app. For example, standing in a subway station and seeing the station but then there is a virtual overlay of nearby restaurants, galleries etc.

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“It has never been more crucial for the industry to advance cross-platform measurement and television attribution, but this within itself cannot be achieved in silos. Instead, it requires a collective industry-wide commitment and CIMM is the conduit for which the industry can articulate their needs and steps required to decide a best path forward through collaborative, data-driven research.”

Bharad Ramesh Executive Director, Research & Investment AnalyticsGroupM

“…Research is everybody’s business now. There are so many eyeballs that aren’t being captured by existing measurement tools. We need to bring more people together and engage in identifying and testing solutions. That’s where CIMM comes in.”

Colleen Fahey RushEVP, Chief Research Officer, Paramount

“To bring the best in class cross-platform advertising technology to our clients, we need to ensure that the industry is developing it in a manner that best suits our needs. Our involvement with CIMM helps accomplish that.”

Kate SirkinEVP, Global Data Partnerships, Publicis Epsilon

AR abbr Augmented Reality

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