Augmented Reality and Image Recognition
Recognition technology is “game changing” for marketers
can be used to trigger anything a phone is capable of doing” and functions
as a bridge between physical and the digital worlds. Consumers can use it
to ‘visually browse’ the world and access content about what they see
for advertising’s sake is not the right approach – it’s about the content.
If you build across editorial as well as advertising, then people will
have their phones out when they turn the page to an ad. Where interactive
ads are coupled with interactive editorial, you can get up to 20 times the
allows users to buy things, view videos, access dynamic content like
weather information and public transport times, play games, vote, access
offers and enter competitions.
experience can be instantly shareable via social media and other
smartphone functionality, which “dramatically expands the reach of each
campaign put through the Blippar platform”
can deliver a wide range of metrics including interactions, unique
users, number of times they interact, length of time they interact, when
they interact, tap-through rates, direct responses and heat maps showing
where they interacted
Jess Butcher, Blippar
Image Recognition technology is “hugely exciting and game
changing,” says Jess Butcher, co-founder and chief marketing officer at
“Markerless image recognition” technology means consumers
can use their mobile phones to scan the world around them, find out more about
what they are looking at and then interact with retailers, manufacturers, media
owners and other consumers, without the need for barcodes, digital
watermarketing or similar systems for coding information into the image.
IR is immensely liberating and Blippar is taking every
advantage of it.
While Blippar has been mainly used for marketing so far, the
company is “working to extend the technology across editorial as well so it’s
not just about advertising. If you build across editorial as well as
advertising, then people will have their phones out when they turn the page to
an ad. We can see that where interactive ads are coupled with interactive
editorial, you can get up to 20 times the response rates.”
"Advertising for advertising’s sake is not the right
approach – it’s about the content. Blippar can be used to trigger anything a
phone is capable of doing.” The Blippar app bridges the physical and the
digital worlds, and consumers can ‘visually browse’ to access content about
what they see.
Content can be delivered in an Augmented Reality form,
overlaid on what the user sees on the smartphone screen, but also as web pages,
video, sound or text.
Blippar can allow users to buy things, view videos, access dynamic
content like weather information and public transport times, play games, vote,
access offers and enter competitions. And every experience can be instantly
shareable via social media and other smartphone functionality. “The Blippar
experience is socially shareable as well. That dramatically expands the reach
of each campaign put through the Blippar platform.”
Butcher provided a number of examples of campaigns which have
In 2011, Heinz worked with Blippar on a campaign for Heinz
Ketchup. The Blippar app can recognise the iconic Heinz keystone design and
allow users to access a recipe book using the product as an ingredient.
Heinz didn’t advertise the activity when it launched, or put
instructions on the bottle; it just released the information on social media.
Since then, it has had massive traction, driven by word of mouth and by social
sharing, resulting in 954,758 interactions and 267,662 unique users.
A 2012 US campaign for Maybelline Color Shots featured a Blippable ad in Vogue, ELLE, People
and US Weekly. People could take a picture of their nails, then ‘paint’
them using the 40 colours in the product line-up. It achieved 112,889 total
Blipps, 57,871 unique users and an interaction time of 4.2 minutes, with around
10% of users sharing pictures on social media.
“But what was really interesting was that about 10% of all
the people sharing pictures were men, judging from their hairy fingers,”
A Blippable poster and album cover for Justin Bieber’s
Believe allowed fans to access exclusive video content, take a selfie with a
‘virtual’ Justin, enter a competition to win tour tickets and buy the album
directly. Total Blipps were 1,165,272 from 443,296 unique users.
free magazine ShortList worked with Blippar on its coverage of the announcement
of the new Star Wars sequel, Star Wars VII. Readers Blipped the editorial to
vote for whether they thought it was a good idea or a bad one.
Another campaign with ShortList saw the magazine publish a
special edition with 20 pages of Blippable interactive content, including the
world’s first ‘playable’ cover. Readers could play videos, enter compeitions,
instantly vote, try on clothes virtually and ‘buy now’. It achieved 251,655
Blipps from 57,094 unique users, who each Blipped on average 4.4 times.
The Blippar platform delivers a wide range of metrics, including
interactions, unique users, times they interact, how long for, when,
tap-through rates, direct responses and heat maps showing where they were when
Marketers can accurately determine ROI for Blippar
campaigns, which is important as Blippar is a medium unlike any other. Butcher says it
delivers massively higher dwell times and average conversion rates – up to 75
seconds for dwell time and up to 15% for conversion rates.
Blippar is now looking for agencies and brands to partner to
test a range of variables, covering the effectiveness of different channels,
creative, offers and audiences.
The company is also “absolutely looking to tie up with
hardware manufacturers. We want Blippar to be on new devices in the same way
that Facebook is. You don’t want lots of separate apps for image recognition –
it’s important to create a consistent feel.”
Butcher wants Blippar to move from being one app amongst many to being the one
tool people use to access content through visual interactions on their mobile
phones throughout the day – scanning cereal packets at breakfast to play games
on their phones, scanning soft drink cans on the way to work to listen to new
music, scanning bus stop posters for products to get directions to the nearest
store that stocks them, getting recipes off food packaging, taking part in
newspaper polls, buying items advertised in magazines and virtually trying on
items or makeup at home.