Blippar has bought augmented reality network Layar, establishing one of the biggest data footprints for consumer AR use around the world.
Using smartphones and other devices, both apps overlay physical objects such as magazines, posters or product packaging with virtual content when scanned, and both offer brands and publisher a choice between full-service creation of campaign or a self-service tool.
Layar will continue to cover its B2B contracts, despite now being 100 per cent owned by Blippar. The combined firms will see them work with over 5,000 brands and publishers and over 100,000 self-publishing partners.
“Blippar and Layar have a shared vision and ambition,” said Quintin Schevernals, Layar CEO. “Both companies have been exploring the market for augmented reality very successfully over the past years. Since they are extremely complementary, joining forces creates the undisputed global market leader in its industry. This new combination will further fuel ambitions and has the potential to change the way people interact with the physical world forever.”
Ambarish Mitra, co-founder and CEO at Blippar, added: “To me, Layar has always demonstrated that it shares this vision of an augmented world. Now working together as one team, we will further define what consumer augmented reality needs to be, and what will be required to deliver it on a global scale as an intuitive daily behaviour.”
View this video showing how Blippar works with brands such as Schwartz Flavour Shots below:
