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Augmented reality

Beyond gaming: virtual reality in healthcare

27 Mar, 14 | by Claire Bower, Digital Comms Manager, @clairebower

Following the high profile purchase of WhatsappFacebook has made yet another acquisition. The company behind the Oculus Rift virtual reality headset, which found success on Kickstarter (and has since been the darling of the indie tech scene) was bought for $2bn this week.

Although gaming is a cornerstone of Facebook’s business, Mark Zuckerburg’s statement shows that he has further reaching ambitions for virtual reality (VR):

“Imagine enjoying a court side seat at a game, studying in a classroom of students and teachers all over the world or consulting with a doctor face-to-face — just by putting on goggles in your home.…This is really a new communication platform.”

In fact, healthcare is already a big adopter of virtual reality, with applications already in surgery simulation, phobia treatment, robotic surgery and skills training. 

Soldiers trying out Virtual Iraq

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Smart contact lens for diabetics? What’s next for digital healthcare

22 Jan, 14 | by Claire Bower, Digital Comms Manager, @clairebower

Diabetics could soon avoid pinprick blood tests using a smart contact lens that measures glucose in tears. A prototype shown off by Google (with a little help from Microsoft) uses an embedded miniaturised glucose sensor and wireless chip to measure glucose levels as often as once every second.

“We’re also investigating the potential for this to serve as an early warning for the wearer, so we’re exploring integrating tiny LED lights that could light up to indicate that glucose levels have crossed above or below certain thresholds.”

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Innovative digital campaigns from the festive season

20 Dec, 13 | by Claire Bower, Digital Comms Manager, @clairebower

TV ads, with their emotive stories and soundtracks, tend to get the most attention in the run-up to Christmas. However, online sales figures show that digital now plays a significant part in seasonal campaigns. And not only in selling, but in promoting and monitoring a campaign too.

YouTube views and social buzz can be a good indicator of how a campaign is doing. With so many consumers now multi-screening (whether stacking or meshing), TV and online are more closely related than ever. The best seasonal advertising campaigns are therefore those that are cross-platform, with online, email marketing and social offering a brand experience that seamlessly blends with and compliments an offline campaign.

Here are some of the best performing and technically advanced campaigns from the past few years.

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The Future of Digital (according to Google)

1 Mar, 13 | by Claire Bower, Digital Comms Manager, @clairebower

Richard Robinson, Director at Google, kicked off this year’s Technology for Marketing and Advertising event with a keynote presentation on the ‘Future of Digital’.

Project Glass

He reeled off some impressive statistics relating to three main areas of development:

Pace

  • There are currently 2.4 billion users of the Internet worldwide. This figure was 1.8 billion 18 months ago and is expected to reach 5 billion by the end of the decade. He described this growth as the ‘democratisation of technology’. more…

Will Augmented Reality save print media?

28 Oct, 11 | by Claire Bower, Digital Comms Manager, @clairebower

There’s a notable scene in the film Minority Report, where a man reads a newspaper that updates in real time with breaking news. Whilst we are not quite at that stage yet, Augmented Reality (AR) is making use of computer visions algorithms in order to superimpose virtual information (2D or 3D, textual or pictorial) onto real world scenes in real time.

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