CIMM is taking a pro-active role in advancing new media nomenclature and processes with both its Lexicon (terms and definitions associated with Set-Top-Box data measurement) and Asset Identification Primer (glossary of asset terms). These documents form the basis of the Word-A-Week column which offers a common language for Set-Top Box nomenclature that can expedite the roll-out of the data for its many industry applications.
The word "augmentation" generally conjures up... ahem... physical enhancement. While we are not talking biceps or chests in this column, we are talking about more than just an average and expected program, commercial or viewing experience. In the STB world, augmentation -- whether real or virtual -- is made possible through the use of Advanced Advertising capabilities. It provides the viewer and content user unique and enhanced experiences. More, in this case, is certainly better.
The challenge is how to measure this cross-platform opportunity. Can we adapt current standard metrics, or do we need to create a new set of metrics that more accurately reflect the changing and multi-platform marketplace? But let's save that for later columns.
AR abbr Augmented Reality
See also: Augmented Virtuality, Advanced Advertising
CIMM DEFINITION : The ability to combine video content with interactive features on the same screen so that it is interactive, real-time and is registered in 3D. Mixing reality with virtuality on the same screen.
2 : Augmented Reality is closer to the real environment while Augmented Virtuality is closer to the virtual environment. (Source: Wikipedia)
NOTE - This is currently available in smartphones as an app. For example, standing in a subway station and seeing the station -- but then there is a virtual overlay of nearby restaurants, art galleries, etc.
See also: Augmented Reality, Advanced Advertising
CIMM DEFINITION : Like Augmented Reality, Augmented Virtuality combines real video content with interactive features to make it more virtual. AV is further along the reality / virtuality continuum in that it is more to the point of virtual than to the point of reality.
Please refer to the CIMM Lexicon online at http://www.cimm-us.org/lexicon.htm for additional information on these and other terms.