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Excerpt from mashable post - worth reading the whole!
"John C. Havens is EVP of social media at Porter Novelli and the author of Tactical Transparency: How Leaders Can Leverage Social Media to Maximize Value and Build their Brand. He speaks regularly about augmented reality and emerging technology.
Look up in Times Square and you’ll see the earliest version of a banner ad. Real estate developers pay massive sums to secure air rights for the empty space above buildings. Monetizing by building up (as opposed to out) in crowded areas like Manhattan, they also get to dictate what advertisements appear in the air that they control.
Augmented reality (AR) has made it possible for this same paradigm of advertising to exist via your smartphone. Multiple apps feature the ability for ads to appear on your mobile screen as miniature virtual billboards assigned to GPS coordinates. Brands can tag the real world via this “Outernet,” and if they sponsor the AR browser you’re using, in essence they own the virtual air rights (VARs) for everything you see.
Eyebrawl
So what’s to keep multiple brands from owning the same virtual space? Currently, nothing. Services like Tagwhat let anyone create video, photo or text messages they can attach to specific coordinates. But just like the desktop web, top AR browsers like Junaio and Layar are becoming augmented equivalents of Internet Explorer and Firefox.
Smart brands will also encourage the use of a preferred browser via value-added incentives for users. Imagine the year 2013, where the official SXSW mobile app is enhanced with AR browser Junaio. Attendees will download the app, as it’s the only way to see exclusive video content available on the virtual banners behind speakers. Brands will sponsor the app, and attendees will be entertained between panels with clickable content they can share with their social graph.
Google’s Vision for Goggles...."
read the full post:
http://mashable.com/2011/06/06/virtual-air-rights-augmented-reality/
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