By John McCarthy | Media editor

May 8, 2017 | 2 min read

One year since Nintendo and Niantic’s mobile gaming hit Pokemon Go put augmented reality (AR) on the tongue of many leading marketers, Blippar has developed what it claims is the industry's first augmented reality rich media ad format.

In short, the tech company has developed banner ads that can open up into AR placements that allow users to explore 360 degree environments – a feature that Forbes is reporting has been taken advantage of auto brands.

The feature can leverage smartphone and desktop cameras to give users a sense of adventure after they tap on the banner, boasting GroupM among the launch partners for the feature.

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Cary Tilds, chief innovation officer at GroupM, said: “Advancements in AR technology can now yield tangible campaigns for marketers. Many of the most engaging AR formats today are limited to individual publishers or platforms, but Blippar’s ARDP solution allows us to work in almost any camera-accessible web and mobile environment.

"That makes the issue of scaling exposure across publishers and audience segments much more simple. With contextual consumer targeting and data on the physical world in real-time, we’re enabling our brands to understand more about their consumers’ interests and behavior.”

Danny Lopez, Blippar, chief operating officer, added: “This latest launch shows that Blippar remains a leader in this technology, bringing further innovation to the digital ad industry. The app-agnostic nature of ARDP technology allows agencies and brands across all verticals to take advantage."

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