Blippar: Augmenting the mobile ad space in India
Mobile advertising is among the fastest growing domain in the advertising space overtaking the home desktop. According to marketers, users have adopted mobile screen as first screen instead of the desktop which is expected to increase the scope of mobile advertising in India.
Furthermore, a new research by IPG Media Lab and YuMe has revealed that consumers are becoming more receptive on mobile marketing. Following the ease of accessibility and affordability of mobile phones a large number of users are connecting to the internet through their mobile devices.
Blippar, visual browsing platform made its entry into the Indian market to reach a new set of customers in the region. Services of the new digital platform were launched earlier this month. It is headquartered in Gurgaon with operations in Mumbai and Bengaluru.
Blippar India is touted to be world’s first image recognition platform for mobile and tablet devices targeted specifically at customer-brand interaction. The application on the smartphone camera is capable of augmenting reality, which essentially means that it will bring a product such as a soft drink can or a magazine to life.
How does Blippar work? When the user places the smartphone’s camera towards an advertisement, Blippar will recognise the advertisement and display corresponding interactive media such as games and animation on the screen. Its clientele includes brands such as Cadbury, Samsung, Xbox, Tesco, Heinz, PepsiCo, Maybelline and Nestle.
Blippar claims that its aim is to deliver innovative digital experiences to the consumers via smartphones, tablets and wearable devices. “We will be empowering brands, publishers, educators and agencies in both India and the whole Asiatic region to make everything they produce digitally interactive via our revolutionary visual browser, as we continue in our quest to make the whole world blippable,” Blippar said.
The Chief Executive Officer and Co-Founder of Blippar, Ambarish Mitra believes that the image-recognition platform will revolutionise the mobile advertising world and consumers will see digital marketing in a completely different light.
Application such as Blippers are narrowing the distance between the advertiser and the consumer but to maintain a competitive edge against rival brands, advertisers will have to constantly innovate and seek to make a larger impact on the consumer.
