Users hold up their phones or iPads to an advert. After reading the layout of the image, and connecting it with the app’s ad database, Blippar then takes users to a website, or overlays video or game content on top of an image. According to internal company data, the average user engages with an advert for 4 minutes 36 seconds—significantly longer than television or print equivalents.
Many companies are testing AR’s capabilities in their advertising campaigns. Universal, Tesco and KFC have used Aurasma for marketing purposes. Unilever, Samsung, Nestlé, Nike and Cadbury have all enlisted Blippar’s help rather than creating their own branded apps, which generally have a shelf life of only 17-20 days. Now approaching its second year, Blippar is rolling out beyond Britain’s borders.
