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BizReport : Advertising : February 21, 2014

Platforms offer native, augmented reality ad options

Two new platforms are offering publishers and content providers more options in the ads served within their platforms, which could prove to improve engagement from a reader standpoint.

by Kristina Knight

First, Blippar is launching a self-serve augmented reality platform to add digital content to print ads and physical products. Called Blippbuilder, the platform is hosted within the Blippar app and offers customized experiences for consumers.

"We're thrilled to be opening up our platform to the creative minds of our agency and brand partners and to see what ideas they will bring to life. The Blippbuilder launch marks a hugely significant step forward to turning the physical world around us interactive by enabling the exponential growth of 'blippable' content," said Ambarish Mitra, CEO and Co-Founder of Blippar. "Now, brands and agencies can develop engaging augmented reality experiences in-house, without training or specific expertise in augmented reality. We hope our partners will seize the opportunity to embed interactivity into everything physical that they create, working with us to further promote this new intuitive behavior amongst consumers, as well as of course opening up new revenue opportunities for themselves!"

Meanwhile several UK publishers have tapped Polar's MediaVoice platform to power native ads on their properties. Publishers including Haymarket Media Group, Future PLC and Hearst Magazines have all signed on to have MediaVoice power and monetize content and native ads.

"Native advertising translates well to mobile, and Hearst needed a solution for scaling this new ad format across platform and across our brands," said Stephen Edwards, Group Digital Sales Director, Hearst Magazines UK. "We can now offer native ads to our clients looking to reach and engage with our readers in unique and meaningful ways using MediaVoice."

"Publishers are increasingly putting a focus on scaling their sponsored content revenue and looking for a best-in-class platform to achieve this", said Kunal Gupta, CEO, Polar. "The UK market represents an exciting growth opportunity for Polar and we are thrilled to have great new publishers working with our MediaVoice platform."

Tags: advertising tools, augmented reality ads, Blippar, native advertising, Polar

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