Blippar, the London-headquartered augmented-reality mobile advertising startup which opened its first US office in New York last year, has just launched a major update that soups up its speed and brings additional social sharing features for its users.
Faster and more shareable
Launched in London in November 2010, Blippar’s approach to mobile advertising is as unique as it is addictive. That bottle of ketchup might look unremarkable to the naked eye but if it carries a Blippar tag, a smart device will see much, much more (provided it’s got the Blippar app, of course). The smartphone will quickly reveal a raft of extra content like coupons, promotions, recipe ideas and much else besides. Just about everyone working in mobile advertising agencies would agree that that’s pretty darned cool.
CEO Rish Mitra says that the new update has made the recognition technology 10 percent quicker. But the brands Blippar works with are almost certainly going to love the new social sharing feature the most. Until the update, the only way for a Blippar user to like or follow a brand was by tracking its social media pages on Facebook or Twitter. But now, they can use their own social media accounts to spread the word, which is likely to ensure that Blippar content goes viral.
Users can now also see at a glance which Blippable content is trending thanks to the update, which means that they don’t even have to be in the proximity of a Blippar tag on a real-world item to find out what’s up and what’s down.
Onwards and upwards
Brands will also benefit from deeper analytics. They previously got data like location, in-app interactions and the overall number of blips, but now they’re going to get anonymized demographic data too, courtesy of the new Facebook and Twitter integration.
A measure of its success in the world of mobile advertising lies in the fact that by February 2011, just three months after launch, Blippable became cash positive and hasn’t slipped into negative territory since. But according to Mitra, it’s now also “a strong lead velocity and over 70 percent client retention as a business proving value of the medium.”
And there’s more: the UI has been overhauled to include 3D modeling across each of the OS’s (Android, iOS and BlackBerry Z10).