While still an emerging technology, many major players in retail and technology are executing successful Augmented Reality (AR) campaigns that move beyond catchy 3-D graphics to deliver ROI by connecting to people's social networks and providing clear incentives to purchase.

John C. Havens, SVP of Social Media at Porter Novelli, will moderate a panel with industry leaders from IBM, GE, and the Advertising Research Foundation to explore how AR could fundamentally change the way brands communicate with consumers. Many believe that AR provides a 'touchstone technology' that layers geo-data, social networking and location-based advertising in a seamless format for consumers. The ramifications for advertising and the idea of 'virtual air rights,' combined with myriad B2B and B2C applications may transform the fundamental way we look at the world around us.

Other panelists include:

Jack Mason, IBM Global Business Services, Strategic Programs and Social Media

Since 2004, Jack has been working at the intersection of IBM’s strategic communications frontiers – most recently the Smarter Planet agenda – and emerging technology trends such as social computing, 3D/virtual innovations and electronic healthcare.

He helped architect and launch the Greater IBM Connection program, a business innovation network for IBMers past and present that now has more than 80,000 members. He also co-founded IBM Virtual Universe Community, 5,000 IBMers around the globe working on the future of 3D environments. They have just launched the IBM Analytics Virtual Center (http://bit.ly/ibmavc): a 3D space to complement the six physical analytics centers that IBM has opened in Berlin, Tokyo, Beijing, London, New York and Washington, D.C. One aspect of this living laboratory they will be exploring is the convergence of physical and digital systems that Augmented- and Mixed Reality innovation reflect.

As part of the communications team in IBM’s consulting unit, Global Business Services, Jack orchestrated the social and new media elements of the launch of the company’s new Business Analytics & Optimization Services, the biggest expansion of IBM’s consulting capabilities in a decade.

Dana Farbo, President of Acrossair

Dana has been an industry leader in the online, mobile and social marketing space since he launched his first Web site in 1995. He has gone on to pioneer new ways to reach, engage and convert audiences into customers and is currently the President of Imano Inc., a globally recognized company in the digital marketing space for online and mobile engagement. Imano's iPhone application company, Acrossair, is a world leader in the development of Augmented Reality applications for the mobile market.

Dana's latest work revolves around social media, community building and the development of iPhone applications for brands. Acrossair is at the forefront of creating iPhone and mobile applications that integrate Augmented Reality into the experience. Starting with local search applications, this area is quickly evolving with gaming applications, social interaction applications and much more.  

Adam Broitman, principal at circ.us

Adam Broitman is Partner and Ringleader at Circ.us, an NYC based creative communications firm that helps brands and their agencies tell stories through innovation and participation. Adam is a recognized expert in all aspects of the ever-changing digital media+marketing and advertising landscape. A thought leader in the marketing industry, Adam is known for devising cutting edge marketing strategies for clients ranging from Kraft, Cisco, The New York Times and Panasonic to LVMH, The Energy Project and A&E.

Prior to founding Circ.us, Adam was Director of Strategy at Crayon and Director of Emerging and Creative Strategy at Morpheus Media