Augmented reality is an interactive experience of a real-world environment where the objects that reside in the real world are enhanced by computer-generated perceptual information, sometimes across multiple sensory modalities, including visual, auditory, haptic, somatosensory, and olfactory. Over the decades, this technology has evolved from its rudimentary forms in computer labs to its impressive recent versions seen on social media platforms. The progression of this technology can be seen through the development of the mathematical ideals behind it: in the early 20th century, mathematics of probability were abstracted into equations mapping the relationship between measurements of angles and distances in a camera and overlapping photographs, and the principles of photogrammetry were discovered anew as the first computer graphics algorithms between 1960 and 1977.

Following that era was when a wide range of sensors and projections came into use. The computer-generated graphics created during these years began to be projected in different ways around physical landscapes and eventually physical objects. In the 1980s, a head-up display combining computer-generated graphics and camera output was developed for commercial and military use, and shortly thereafter, researchers began to integrate images taken of various celestial bodies with computer-generated graphics for their virtual planetary explorer program. Core digital technology advancements supporting these developments included early versions of GPS mapping, hit-testing, and registration, and finally, the 1990s saw the development of input/output devices and sensors enabling them to move from non-commercial grades to consumer-grade devices. Since then, there have been seven main visual hardware components that have created a formal entry of augmented reality into people’s everyday lives: firstly, simple visual markers that made any object trackable. Secondly, computer and graphics processing units that could perform the necessary real-time computations to generate graphics that were viewable while an event was happening, deeply involving the audience therein. Thirdly, continuous orientation sensors in the mobile device that allow camera data and graphics to track moving threats. Next, cameras, microphones, and accelerometers in the phone that enhanced the mixing of physically bound effects with computer graphics. Following this, the cloud and artificial intelligence hardware integration opened up the capacity to manipulate and analyze data generated by these systems in real-time and structure it based on insight about user behavior. Lastly, as we delve into Web 3.0 with the rise of robotics and ultra-computing, our hardware advances further. All components of an augmented reality system can be categorized as fitting one of two sub-systems of an AR system. The first is the Interactive 3D Graphics Sub-System. The other is the Computer Vision Sub-System. Each of these sub-systems has its own software sub-components and capture and projection hardware components. It is important to know these two AR sub-systems in order for us to systematically evaluate the various dimensions of AR events. All of the sensors and hardware and software GPS system data can be viewed as inputs to the event system: generating higher-quality signals regarding whether or not a person is present, what a person is attending to, and how he or she is reacting to the event. To the event host, consumer engagement is inconsistent – meaning opportunity cost is unknown. That engagement increases revenue should make the field interesting to firms producing commercial-grade hardware in the big wake of the rise of Web 3, which very much includes this data in an information management structure that is comparable to the inputs of sensors.

Definition and Basics of Augmented Reality

Including additional information in live events has been a constantly growing market in recent years, with different applications for entertainment, commercial, and informative proposals. Additionally, technologies that make it possible to combine the real and virtual have evolved to a point of being fully utilized by the public. In order to understand the depth of this relationship, we need to learn more about the basics of augmented reality—the basics of AR.

Augmented Reality (AR) is the integration of digital information with the user’s environment in real-time. Unlike virtual reality, which creates a totally artificial environment, AR uses the existing environment and overlays new information on top of it. In contrast, mixed reality (MR) refers to a hybrid of physical reality and virtual reality. For example, MR technology will place marketing information on physical boxes of consumer products. Essentially, augmented reality systems comprise the following three components: a device to receive and input information, a camera to track the physical object or picture, and a display to project an image on top of the real-world picture.

Examples include head-mounted displays, which one would wear while playing a game or flying a combat aircraft. Other possibilities are hand-held displays, display windows, or any other means by which a viewer sees a virtual image superimposed on a real scene. Augmented Reality goes beyond the richness of virtual reality. Information and images generated by computers coexist in the same space as the existing physical world. The technology of AR systems had to converge to develop an interface that can visualize both the real and the virtual information, presenting the potential for 2D and 3D video interfaces. As the interface advances, the processing unit framework would evolve to integrate not only text and graphics but also incorporate voice and sound. Technology in this new paradigm would have significant implications in any venue involving user-computer interaction, including the gaming, entertainment, and instructional worlds.

Applications in Live Events and Streaming

AR technology has numerous proven applications in the context of live events and streaming. For those attending live sports, festivals, or conferences, augmented reality has been used to display personalized, real-time information—well beyond simply overlaying data atop the event. This can include instant translation for a non-native speaker, biographies of performers or athletes, or notes on a presentation currently being shown. In the streaming world, AR has been used to create multiplayer video games or online competitions that viewers and users can join. Streaming of live content has also been enhanced proactively using augmented reality, notably when live streaming concerts.

Of live events in 2019, 52% of attendees were aged 34 or younger, with 75% of those falling into the Millennial or Gen Z demographics. Many of these events included unique digital engagement opportunities and/or AR. The sheer number of case studies related to AR at live events in the sports, conferences, and festivals sectors makes it easy to see how an increase in AR at the event would coincide with an increase in AR engagement. The use of AR has also transformed business presentations, leading to a new space called immersive presentation. This discipline aims to redesign presentations using immersive technology like augmented reality. A couple of examples include using AR to have attendees “walk around” on top of the logos of the race sponsors, and featuring an AR mode on their mobile app to show local attendees where the augmented reality cars and racers are on the course in real time during the race. For all these engagements, the AR content is hosted on dedicated websites and displayed through a phone’s camera or an AR-enabled app. Social media channels and websites also showed AR content such as an augmented reality car customization. If the live event space is an indication of the immersive technology to come, it is worth noting that increased engagement is the most prevalently documented trend, indicating higher interaction and content enjoyment rates for effectively applied augmented reality.

Visualizing Election Results

Tracking results during a live election broadcast has become almost compulsory. Reading numbers from above a news anchor’s shoulder is one method of including the audience, but displaying real-time results on top of photos, over maps, or as scrolling tickers enables the presenter to discuss surrounding areas or issues while maintaining data visibility. These AR-infused representations can help turn the intricacies of an election’s data into a more digestible narrative that can be quickly scanned. While a newsroom could use similar tools and visualizations on a website, having an on-air component gives it the potential to reach a much broader audience. The use of AR mapping allows both the in-studio and at-home participants to “see” inside districts and counties, amplifying the visual storytelling impact, and the tool could be utilized for additional segments or scenarios.

In the context of election results, AR provides real-time updates to air as results roll in. It creates a deeper engagement with what is otherwise breaking news reading off the bottom of the screen. It allows network election presenters to “talk to” the data: touch a bar of a recent election result to see that screen break into a couple of districts, and easily tell that region’s story. Other technology solutions add interactivity and real-time data to elections. Live results included a map dotted with long and short bars—the taller, the greater the margin of victory. A live map shaded county data in near-real-time. A digital representation of voter density was created to 3D print live on TV. A physical approach mounted TV screens on tall, sweeping bracket frames to better demonstrate electoral advantages or disadvantages. In the end, the market is searching for a method of connecting newsroom election data to audience election engagement in a way that is unique, efficient, and cost-effective. AR allows storytelling presenters to push against the place-based boundaries written by statistics. While a field still emerging, AR can add some joy back into electoral news discussions. Pooling and showcasing recent innovations, AR is here to make elections accessible every cycle.

Exploring MRT Fare Hikes

Singapore discusses continually raising public transportation fares to keep the system financially sustainable. The fares have increased alongside the upgrading of the physical equipment, but what are the implications of a raise, especially for those commuters in need the most? Visually representing the increased fare structures allows for user-controlled visual interactive illustrations of the cause and effect through visual interactive static graphics. Currently, the whole system executes computations that display and update figures in a static visual representation. This process can be crucial in some environments with real-time metrics display, such as in stock markets. Suitable contexts for this design particularly include special sessions or interest-based websites that specifically address commuters and community interests in the fare hike.

AR, alongside interactive graphics, would allow users to find out more about the rationale behind MRT fare hikes. The interactive graphic tool powerfully shows a decrease in surpluses as well as a change in the basic fare structure. Likewise, the suspension of MRT fare hikes also corresponds with a decrease in surplus. Feedback from the test sample then buys into the implications of the research. Respondents appreciate the visual aids and agree that it was a good way to present data and other types of information. Visual storytelling represents a holistic perspective in understanding and analyzing data, which is essential for public issues and decision-making processes. Visual exhibits can give more than one side to the issue, embracing diversity and discussion, and empower a dialogue that transcends simple, single-track analyses to illustrate the controversy surrounding an issue can be just as important as the underlying facts. Thus, it is feasible to apply AR graphics alongside interactive graphics for displaying and discussing different options for fare hikes. It is appropriate for sites or installations that are of interest to particular groups. Public agencies use dynamic graphics and visual aids to inform people of changes in transportation policies in areas with considerable controversy among key stakeholders as each desired a different path for improving public agencies of transportation services. The AR graphics and interactive aids provide transparency and visual interest, as well as an opportunity for participation and overcome a number of accessibility barriers between typical practice and technical aids. Considering that the dynamic graphic visual properties change, AR graphics can help attract attention and invite visits. Users’ comments following the completion of both the traditional review and proposed research show that survey respondents believed that introductory essays, the comparison of two scenarios, and the graphics were particularly effective in the interactive display to stimulate thinking. It is also mentioned that the interactive storytelling should provide a consistent and compelling logic to illuminate complex cause-and-effect relationships and should be artistic and contain a certain amount of whimsy to catch the eyes of viewers.

Explaining Complex Topics

By now, it should be clear that AR can play a major role in simplifying complex and detailed topics, fitting across various fields. The ability to visualize complex concepts, processes, products, etc., and allow users to interact with them makes them easier to understand for the rest of the population. AR can be seen as a communication tool that simplifies the translation of complex topics, deepening the knowledge and understanding of the learner with an interactive experience. The appeal of AR to enhance learning from authentic, customizable, and interactive experiences is already well known. There are efforts from many organizations to bring AR to the teaching environments for schools, colleges, and corporations.

Several apps use AR to explain scientific principles and technical processes. For example, one app enables children to start with coloring simple characters, which, when scanned with a smartphone camera, come alive with AR to produce an attractive animated figure with whom they can interact, while the interaction aids in figuring out the science and art of the animations. Other such interactive applications allow students to build models of solar systems, Newton devices, chemical reactions, kinetic effects, and changes of state.

The projected dwell time spent on articles was more than doubled, indicating a win for both the audience and advertisers. Audience members value in-depth explanations of complex issues, and advertisers have shifted to focusing on deeper KPIs rather than just a large market reach or click-through rates.

However, the selection of high-quality content that can be cost-effectively adapted to AR and produce positive educational outcomes is not always straightforward. The high cost of content creation can also be required as a starting point, along with an understanding of AR principles for its subsequent adaptation.

Starting an AR piece from scratch requires the purchase of new equipment such as 3D modeling software, unless a file is already provided. Convert it to a file that supports AR platforms. In addition to professional experience with 3D software, starting an AR project from scratch may also require experience with AR software and programming, along with enough time to learn how to use the new software. If the only assets you have are from Flash, Flash assets won’t download onto a cellphone like a regular file. If the assets are converted to flat files before being used in the AR platform, Flash does not support any additional movements, such as rotating back and forth. Overall, there is substantial cost in time and resources, especially if you need to purchase new equipment to start an AR project from scratch.

Benefits of Using AR in Events

Audience engagement can make or break live events, leading organizers to seek strategies for enhancing the viewing experience. The allure of AR lies in its interactivity. It captures audience attention by doing more than simply visualizing, offering features like clickable buttons and paths that scale the immersion. If AR experiences come with clickable calls to action, they can drive purchase intent from the very first impression. AR is intensely personal. It enables a personalized viewing in mass gatherings. Virtual assistants can trigger AR experiences in anticipation of guest demand, revolutionizing service industries. Personalized data visualization, in particular, is useful in explaining difficult concepts.

AR’s interactivity increases the attention span of the viewer. It is easy to get overwhelmed and fail to understand an event’s real talking points at times. AR can break complex concepts into interactive modules, making them easier to grasp and remember. Interactive elements like quizzes and games engage and immerse a viewer further. True two-way interaction boosts satisfaction as the audience connects more deeply with the event and retains information longer. The interactivity of AR provides a tool for crowdsourcing opinions, questions, and even games. A historical AR scavenger hunt, for example, can be fun for children. This level of interaction increases the likelihood of once-a-year attendees coming back. AR could well become the distinguishing feature that draws commitment to property. Virtual participation via AR expands the fan base by breaking the constraint of physical presence. Remote viewership helps to broadcast events to a worldwide audience. The goodwill of experiencing an enriched piece of information will remain. Opening exclusive AR experiences for each ticket tier cultivates a desire for deeper engagement on a personal level.

Enhanced Audience Engagement

To any marketer or producer, the ability to more deeply engage one’s audience is a potential advantage; however, that is especially the case in live events. Augmented Reality experiences tend to have a level of immersion beyond what more traditional mediums offer, letting attendees interact with or change their environment in sometimes playful or surprising ways. It is this sense of immersion that can draw people into the larger narrative of the event or serve as an icebreaker, indirectly boosting the chances of relationship building throughout the audience. Indeed, AR elements specifically designed to aid in connecting guests are sometimes referred to as “confetti.” There are instances of AR being successfully utilized at live events, from massive conferences to smaller gatherings. The addition of AR in these environments has yielded results like a significant uptick in social sharing with the activation of AR at a sampling-based event or an increase in participation in virtual networking with an AR lanyard. Engagement is a broad territory that has certainly been explored from various angles, far beyond these uses. Often, success is gauged through feedback or attention metrics as well—indeed, a high percentage of AR guests indicated in surveys that their systems were successful in helping them stand out from their peers in some capacity. Longer, more detailed, and more complex interactions often require more detailed measurements, which can be broken down by active participation or simply time spent visiting an activation. Some immediacy or short-term effects of engagement, such as social shares and performance in a game, can even be looked at quantitatively.

Our early content feedback was almost all qualitative, taking the form of surveys that used open-ended questions. A gathering of mixed-reality professionals can’t agree less that they were the last to the party on AR commenting—“Have you tried it at an event?” Whether or not new tech had seeped through, AR the Event Tool could still be branded as a “Festival Within a Festival,” with interactive sets that encouraged cross-visiting and joined participation. If promoting engagement is the goal of your event, give some thought to how to provide viewers enough material to be able to share photos or videos about their mini-experience at your activation, particularly if you choose to give them the images. It is recommended that AR be used in situations like conference spaces where there are multiple things going on and people are spread out. Here, AR’s possible attention-getting superpowers can be specified further, noting our experience. Your activation’s assets needn’t be flashy or visual: keep in mind some of the word-and-text-centric AR activations in the discussion that were well received.

In order to make the case as best I could, I’m covering lots of angles and related attributes. Where I’m choosing to provide only one or two examples, I’m typically doing so in the subsections about AR as a tool, such as to alert the reader that it is a strength of AR to be able to engage its audience, with the increased engagement usually viewed through the lens of advertising. Of course, measures of intent to buy can be almost directly tied to measures of direct engagement. In our world of festivals, both intent to buy and direct engagement are two separate silos, often reliant on an additional or existing virtual or non-virtual network of its audience to be forwarded. Demonstrating the transforming abilities of these two pillars on an event can still show that impact in additional audience reach or attendance and, as a marker of a job well done, customer satisfaction.