FOR a book that puts forth one media agency’s vision of the future, its presentation certainly encapsulates the present.
Media and communications agency PHD Worldwide, part of the Omnicom Media Group, recently released a new book called 2016: Beyond the Horizon, which explores the likely societal developments with new technologies over the next five years.
Areas such as connected TVs, markerless augmented reality, enhanced voice-recognition, Natural User Interface (NUI) and Near Field Communication (NFC) are covered and it explores how these technologies, coupled with the acceleration of social media usage are changing the way marketing and advertising is approached.
Authored primarily by PHD’s strategy and planning director Mark Holden, alongside a number of co-authors, the most interesting feature of this slim 70-page manifesto is the incorporation of augmented reality (AR) technology into the reading experience.
Readers are encouraged to download and launch an (AR) app called Zappar, which is available to iOS and Android users which is when the fun begins.
A full page graphic greets every new chapter within the book and comes to life when viewed via one’s mobile screen. For a few of the images, there is an option to tap the screen to activate another animation and nugget of information.
Also activated via Zappar, are the mug shots of industry leaders sprinkled through the pages.
Heavyweights such as Bartle Bogle Hegarty’s Sir John Hegarty, Diageo’s chief marketing officer Andy Fennell and Babs Rangaiah, vice-president global media innovation, Unilever, are featured and their opinions come to life when viewed onscreen.
Harry Potter anyone?
Time will tell whether the predictions put forth within the pages of 2016 hold true but for now, the book itself is certainly illustrative of a world that stands on the cusp between a physical and digitised way of life.
The book is available now on Amazon at a cost of US$25 (RM78), with all proceeds going to Unicef.
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