Having launched the augmented reality technology in Australia, catalogue printer Franklin Web is looking to extend UK-developed Blippar to newspapers in the region.

A first project for retailer CameraHouse is one of two already produced by the Melbourne-based company, with six more in the pipeline.

“Now we’re suggesting to clients that they place advertisements in newspapers with the same material that is being Blippared in the catalogues we print,” says Franklin chief executive Phil Taylor. “We’re keen to have as many publishers using it as possible to make their newspapers interactive, and are offering opportunities to use the technology free for editorial projects.”

Franklin was appointed exclusive Australian partner by Blippar at the end of last year. Other Asia-Pacific markets are handled direct from its London office.

The mobile-based app uses image-recognition technology on iOS and Android devices to add interactive experiences to catalogue and print advertising. CameraHouse used the technology in a 16-page catalogue, providing access to technical info on 18 advertised cameras, allowing them to be viewed in full-rotational 3D.

In the UK, Tesco used it to add views of featured fashion items, and to lead soft drink purchasers to a vuvuzela horn experience. Cosmetics firm Clinique linked to a video of research results, while Mercury Music added locked content and the opportunity to have a virtual picture taken with Justin Bieber. Most also linked to ‘buy now’ e-commerce facilities.

Taylor says Blippar fosters deeper engagement and drives sales: “It’s also totally measurable, with powerful data capture capabilities to enable advertisers to analyse customer activity in detail on each campaign,” he says. “It tells who Blipped, when and potentially where; who clicked through to the offer and who bailed at the checkout.”

Statistics from recent campaigns show high level of engagement, converting ‘interest’ into a trackable direct activity: A recent project with a 400,000 circulation free publication drew more than 150,000 ‘blips’ from readers, with Blippar use averaging almost six times for each reader.

Response to a campaign in a paid-sale magazine was even higher, with almost 17 per cent of magazine buyers using the app, typically to ‘Blip’ 13 or more times each.

 

Irish get smart with ‘world first’

Irish free newspaper Metro Herald teamed with broadcaster 3e’s weekday news programme, producing five consecutive ‘smart editions’ of what it claims is the world’s first full AR newspaper. Interactive Blippar technology was used across selected editorial content and advertising, with brands including Aer Lingus, Jack Daniels, Miller and Universal Pictures.Other features included a poll, crossword answers and letters.

Metro Herald marketing manager Kieran Forde said he knew 70 per cent of readers owned a smartphone and internet usage was very high: “We have already launched QR codes and an augmented reality campaign with Mazda into the Irish print market. “Blippar will allow us to take AR to the next level.”

• You can 'Blip' the images at the top of this page; download the free Blippar app from Apple's App Store