Blippar launches ‘first AR digital ad unit’ that doesn’t need an app

Augmented reality (AR) provider Blippar has announced what it says is the first-ever AR digital ad unit that doesn’t require an app.

Called Augmented Reality Digital Placement (ARDP), it works inside standard rich media banner ad units on mobile devices or desktops/laptops, with no separate app required. The format will launch next month.

A call to action in the delivered ad banner requests access to the device’s camera feed. The kind of call to action is determined creatively by the brand.

The video from the camera is then inserted live into a “cut-out” area behind a 360-degree video image or a 3D model, such as a background street scene matted into a cutout of a car interior. (See above.) Essentially, it’s like a green screen using your device’s camera, employing a gyroscope for positioning when the device is a smartphone or tablet:

[Read the full article on MarTech Today.]

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About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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