Almost a year ago we revealed plans in the UK to integrate augmented reality screens into bus shelters and after significant testing in various outdoor situations JC Decaux are now able to offer this as a product in certain countries. The advantage of applying AR out-of-home is the significant reduction in effort required by consumers compared to in-home applications which require the downloading of software, connection of webcams and often the printing of materials. When adding layers of virtual content onto real world video scenes or vice versa, the creative approach, surrounding environment and OOH consumer behaviour must all be considered in parallel with collaborative mentality from all stakeholders.
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