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AR stepping into the marketing spotlight

By Michael McEnaney on Apr 22, 2015

Hokey, gimmicky, a passing fad … let’s face it, Augmented Reality (AR) hasn’t received much respect in the tech community over the last few years. The complaints have ranged from lack of true engagement with consumers to simply being too complicated a tech to implement in any serious way for the masses. Simply stated, AR has essentially been on the cusp of becoming the next big thing for over 20 years now. First, for the uninitiated, AR is a live, direct or indirect view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. As a result, the technology functions by enhancing one’s current perception of reality. A good example of AR in its most common form is that thin yellow 10-yard line you see whe

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