Telefónica Digital signed a global partnership with Aurasma, a global leading augmented reality platform. Under the terms of the deal, Telefónica will integrate Aurasma’s cutting-edge technology into the range of media services it offers to brands and advertisers.
The agreement, made by Telefónica Digital’s advertising team, represents the biggest deal between a global telecoms company and an augmented reality provider to date.
Telefónica said in a press release it will drive distribution of Aurasma’s technology across its footprint, starting initially with the UK through O2.
Augmented reality (also known as AR) is already bringing traditional media to life, transforming current static forms of advertising into interactive content unlocked by mobiles and tablets. Analysts at research firm Semico predict the total AR market will be worth $600 billion by 2016.
Aurasma’s technology recognises images and objects, allowing interactive digital content such as videos, coupons, competitions and 3D animations to be unlocked from virtually any type of media, including outdoor billboards, print adverts, products, physical locations and in-store materials.
Since launch in June 2011, the company has already attracted over 8,000 commercial partners to its platform and reached more than four million downloads of its app.
Under the terms of the partnership, Telefónica will integrate Aurasma into its media offering. The Spanish company will also seek to increase the distribution of Aurasma’s app through its mobile customer base.
“Augmented reality has the potential to fundamentally change advertising, transforming current static formats and introducing new levels of interactivity,” said Shaun Gregory, global director of advertising at Telefónica Digital.
Gregory described Aurasma as “an undoubted leader in this space with a uniquely scalable platform approach and best in class image recognition technology.”
Matt Mills, head of partnerships at Aurasma noted that working with the Telefónica Digital team would bring his firm services to the thousands of brands who advertise to over 300 million Telefónica customers.