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Blippar launches new ad service Blipp to Buy

Image recognition app Blippar has launched a new service aimed that brands and media owners, which will allow users to buy products features in adverts.

The mobile platform, called Blipp to Buy, will allow users to buy products through press or outdoor adverts, as well as editorial within print publications, with partnerships with brands using the service expected to be announced in the coming months.

Blipp to Buy has already been trialled with brands such as Tesco, Clinique, ASOS, Domino’s Pizza, IPC Media, Aer Lingus and Future Publishing’s Total Film.

IPC Media is said to have received over 200,000 ‘blipps’ through Blippar when it created a special ‘interactive issue’ of Nuts magazine in January.

Ambarish Mitra, CEO of Blippar, said: “Brands and media owners have begun to appreciate the potential of our technology to bring their products to life and get immediate engagement from consumers. This is a major step forward in m-commerce and we believe it’s got the potential to become a significant new sales channel for brands across the spectrum, while also creating a new revenue stream for publishers.

“We expect Blipp to Buy to become one of the key services we offer to brands as the benefit to them and their customers is so clear. The results we’ve had in the trials so far have been very encouraging and we think the response rate can only improve as this consumer behaviour spreads.”

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Staff Writer

The Drum is a global media platform and the biggest marketing website in Europe. We produce The Drum magazine, 30 awards and events and manage The Drum Network which aims to make independently minded agencies more successful. We also help brands find the right agencies to work with through the Recommended Agency Register (RAR).

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