Blippar’s New Augmented Reality Digital Placement Technology Enables Brands and Agencies to Engage Consumers with AR Display Ads; Launch Partners Include GroupM
Blippar, the technology company building the world’s first augmented reality browser through artificial intelligence and computer vision, announced the launch of Augmented Reality Digital Placement (ARDP), the industry’s first-ever AR digital ad unit. This new 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.
“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.” – Cary Tilds, Chief Innovation Officer at GroupM
Blippar specializes in augmented reality (AR), computer vision and artificial intelligence (AI).It is the maker of the Blippar app, which is the first AR browser, bridging the gap between digital and real-world experiences using AI and AR. The app allows users to ‘blipp’ (scan) real-world items they are curious about to unlock useful and entertaining content.
Deliver and Scale Interactive and Contextually-Relevant AR
The ad unit delivers content and features designed to drive active engagement and interest in products and is applicable to virtually every industry, including automotive, Entertainment, Retail, and consumer packaged goods. The technology will enable any advertiser, brand, agency, or digital publisher to deliver and scale interactive and contextually-relevant AR consumer experiences directly from digital banner ads.
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.
Embrace the Power of Augmented Reality for Digital Ad Banners
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. Cary adds, “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.”
Display Advertisements and Rich Media: A Huge Market Opportunity for AR Ad Units
The growth of the rich media market and investment in digital display advertisements show no signs of slowing down. According to a recent eMarketer forecast on US Ad Spending, the display will continue to be the most popular digital ad format in 2017. Industry appetite for display advertisements and rich media suggests a huge market opportunity for AR ad units in the US and worldwide.
“From being a pioneer of AR six years ago, this latest launch shows that Blippar remains a leader in this technology, bringing further innovation to the digital ad industry,” said Danny Lopez, Blippar Chief Operating Officer. “The app-agnostic nature of ARDP technology allows agencies and brands across all verticals to take advantage of the power of AR to build rich media experiences at scale and spur deeper consumer engagement.”
ARDP Integrates With Blippar’s Self-Service Platform
Blippar will work with agencies and brands to build AR rich media CPM campaigns with plans to have ARDP integrated with Blippar’s self-service platform, Blippbuilder and Blippbuilder Script in the near future.
The content experiences are drawn from its proprietary knowledge graph or are augmented reality experiences created by Blippar and its partners. Blippar also offers enterprise solutions including Blippar’s Computer Vision API and AR self-service creation tools, the Blippbuilder Suite.