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Author Aikala, Maiju ♦ Siltanen, Sanni ♦ Valjus, Ville ♦ Järvinen, Sari
Source ACM Digital Library
Content type Text
Publisher Association for Computing Machinery (ACM)
File Format PDF
Language English
Subject Keyword Ar applications ♦ Advertising medium ♦ Hybrid media
Abstract Print media is in a crisis; it is losing its share of advertising—its main source of income—to digital media. Our aim is to determine how augmented reality (AR) and other hybrid media solutions change print media's value chain and what kind of opportunities they offer. We studied both human and technical aspects and critical challenges. We interviewed 20 actors of Finnish advertising and media business, who are very enthusiastic toward AR-enriched interactive hybrid media. User behavior measurability was found to be important. We present a sketch of the hybrid media value chain with the actors. We also describe and discuss selected AR applications. AR technology is mature enough for the mass market; the technical performance of smartphones is high enough for AR applications, and the penetration of smartphones is increasing rapidly. Our main conclusion is that hybrid media is essential to the future of print media.
Description Affiliation: VTT Technical Research Centre of Finland (Siltanen, Sanni; Aikala, Maiju; Järvinen, Sari; Valjus, Ville)
Age Range 18 to 22 years ♦ above 22 year
Educational Use Research
Education Level UG and PG
Learning Resource Type Article
Publisher Date 2008-03-01
Publisher Place New York
Journal Computers in Entertainment (CIE) (CIE)
Volume Number 15
Issue Number 3
Page Count 15
Starting Page 1
Ending Page 15


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Source: ACM Digital Library