I have been in Manhattan for the past two weeks with a new client who has spent close to three years and $10 million dollars developing technology for the delivery of advertising to hand held mobile devices. The end result being a technology that can deliver advertisers ads the end user actually wants to see and the Holy Grail for advertisers – the ability to target a specific demographic audience and paying only when someone actually views their entire ad.

The company has also teamed up with such prestige universities as Georgia Tech to commercialize another new technology referred to as “AR” or augmented reality. AR is definitely the next big thing and will create a paradigm shift on how advertising will be delivered to hand held devices. The technology, which is currently being researched at Georgia Tech, is light years ahead of anything I have seen. The company was so intrigued by the AR technology that they just committed to a five year $5 million dollar grant to Georgia Tech for the future development of the AR technology. AR allows the consumer to control how he/she is marketed to by targeting what they want to see on their mobile devices.

Imagine watching a TV commercial and being able to use your mobile device to capture the logo of Mercedes Benz and automatically downloading the current promotion. How about your kids using a hand held device on a book where the characters can pop up in 3D and interact with each other? This is just tip of the iceberg when it comes to the possibilities for AR.

Beam me up Scotty, Star Trek here we come!

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