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Blippar launches ‘first AR digital ad unit’ that doesn’t need an app
The ad requests camera access and then shows the live feed matted against a cut-out 360-degree video or 3D model.
Augmented reality (AR) provider Blippar has announced what it says is the first-ever AR digital ad unit that doesn’t require an app.
Called Augmented Reality Digital Placement (ARDP), it works inside standard rich media banner ad units on mobile devices or desktops/laptops, with no separate app required. The format will launch next month.
A call to action in the delivered ad banner requests access to the device’s camera feed. The kind of call to action is determined creatively by the brand.
The video from the camera is then inserted live into a “cut-out” area behind a 360-degree video image or a 3D model, such as a background street scene matted into a cutout of a car interior. (See above.) Essentially, it’s like a green screen using your device’s camera, employing a gyroscope for positioning when the device is a smartphone or tablet: