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Telefonica integrates AR into media platform

Caroline Baldwin

Telefonica Digital has partnered with augmented reality (AR) technology company, Aurasma, to broaden its range of AR media services.

The plan is to roll out across 25 countries, starting with O2 in the UK.

AR provides the ability to liven up traditional media by transforming static adverts into interactive content, which can be accessed through mobiles and tablets. Media such as billboards, adverts in print, products and locations can all trigger additional 3D content.

After launching in June 2011, Aurasma has partnered with 8,000 brands. The company’s technology is capable of recognising images, symbols and objects – also known as triggers – which contain hidden, additional content.

The technology then delivers this content immediately, via a smart device, allowing consumers to view videos, listen to audio or be directed to web pages.

“Previously with AR, a developer or IT manager would have to build their own bespoke app. It would cost a lot of money and time,” said Matt Mills, head of global partnerships at Aurasma.

Aurasma provides the technology to create augmented reality auras using a web-based content management system (CMS), which allows any individual to load 3D elements on top of chosen triggers.

Online clothing retailer, ASOS, launched an AR edition of its magazine with 180 auras, produced by its editorial team rather than the IT department.

Heat magazine also created an issue with AR content which saw 180,000 interactions in the first couple of days. The content included links to the Heat website, to iTunes to buy a particular album or other stores, and it saw a 42% click-through rate.


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