Tech startups that are investigating new technologies such as AR, or space as a whole, are enhancing ads.
According to a new report, tech startups that are branching into entirely new areas such as virtual and augmented reality, drones, and space, have been generating tremendous financing through investments since 2014 and are also contributing into far more creativity n the ad industry.
A recent report indicated that since last year, there have been $3.15 billion in 183 deals in these areas.
The report was on an analysis conducted by CB Insights and it was released on Friday. What it indicated was that the types of tech companies – including everything from augmented reality to satellites and space – are a considerable draw for investments and are revealing a notable shift in the way that imagers are created. This allows ads to be delivered in an entirely new way and style.
In this way, augmented reality and other tech are starting to have a spreading impact on many industries.
Since 2014, companies that are focused on AR and virtual reality have managed to raise $1 billion. This tech reached a peak of $623 million in all of last year. During the first quarter of this year, that figure dropped to $114 billion. However, brands have now started some serious experimentation. Discovery, for example, which is working with AR technology and with virtual reality, will bring about the very first videos meant specifically for this type of tech.
The main launch worth discussing in this area, at the moment, is Discovery VR, which will be the very first virtual reality network. This service is being designed to be able to test the boundaries and capabilities of this tech. The first videos debut Thursday and are posted on the DiscoveryVR.com website, as well as on Android and iPhone apps, and on YouTube.
Virtual and augmented reality startups that have a specific focus on commercial uses represented 40 percent of all of the funding that has been received in this category since 2012, said the report. Some of the largest brands in AR, Blippar and Augment, for example, are among the examples of the businesses within that sub-category that received some considerable funding within that time.
A new tech from Purdue U. and Indiana University School of Medicine will guide docs with AR instructions.
Scientists working together at Purdue University and the Indiana University School of Medicine have come up with a new augmented reality based technology designed to assist military surgeons to complete vital procedures on the battlefield.
The tech will offer them guidance through both visual and audio assistance from remote specialists.
The idea is to use more than just verbal instructions when these military surgeons are coping with challenging trauma cases. While there are already systems in existence that give physicians located far away the ability to mark up video that is sent to him or her from a surgeon who is already working on a patient, there are some drawbacks to the current method. For example, though the video is from the perspective of the surgeon actually conducting the procedure, the notes from the assisting remote surgeon are displayed on a monitor nearby. This requires the surgeon to continually look away from the patient and the screen where the instructions are being shown. This new augmented reality based technology could change that.
The System for Telementoring with Augmented Reality (STAR) displays the information before the surgeon’s eyes.
It provides more than notes made on a video screen. Instead, it offers a more natural way of sharing information between two doctors who are on different parts of the planet. This allows them to use the overlay of AR technology to display notes or indicate specific positions on the patient that indicates particular points on the anatomy so that the surgeon is seeing it over his or her reality instead of on a screen.
This augmented reality technology offers a few different visual recognition algorithms in order to make sure that the text remains stable above the applicable locations, even if the surgeon changes his or her view away from the field of view where the text applies. This system uses transparent overlay on top of the working field so that a remote surgeon can point things out and add text right in front of the surgeon’s eyes without ever requiring the surgeon to look away from what he or she is doing.
Since 2014, companies that are focused on AR and virtual reality have managed to raise $1 billion. This tech reached a peak of $623 million in all of last year. During the first quarter of this year, that figure dropped to $114 billion. However, brands have now started some serious experimentation. Discovery, for example, which is working with AR technology and with virtual reality, will bring about the very first videos meant specifically for this type of tech.