That's Rich! Augmented Reality Ads From Blippar in Focus
If you were to today look at the first banner advertisement that was ever created you would shake your head in confusion. As you're about to see, digital advertising has come a very long way.
Augmented reality pioneer Blippar has just announced the launch of Augmented Reality Digital Placement (ARDP), the first-ever augmented reality (AR) digital advertising unit. The company indicated that its technology enables rich media units to leverage a user's smartphone and desktop camera to "bring brand experiences to life" without the need for a separate app.
The ad unit delivers content and features that are designed to drive active engagement and interest in products. These augmented reality experiences are activated when the viewer clicks or taps on a call-to-action digital banner. ARDP can be launched from any rich media browser inventory on camera-equipped Android devices and via the Chrome browser on desktop devices. The inventory will soon be accessible on iOS.
ARDP extends the ability for brands and agencies to embrace the power of augmented reality and engage with consumers through diverse formats. This includes product packaging and digital ad banners today, and video and social media hashtags in the future.
"It's exciting to see that advancements in augmented reality technology can now yield tangible campaigns for marketers," said Cary Tilds, chief innovation officer at GroupM. "Many of the most engaging AR formats today are limited to individual publishers or platforms, but Blippar's ARDP solution allows us to work in almost any camera-accessible web and mobile environment. That makes the issue of scaling exposure across publishers and audience segments much more simple. With contextual consumer targeting and data on the physical world in real-time, we're enabling our brands to understand more about their consumers' interests and behavior."