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New app-free augmented reality content on mobile web

Using just the Chrome mobile browser and no other app, up to 390 million unique users per month will now be able to augment their view of themselves and the real world around them. Vibrant AR – the new augmented reality (AR) content format and distribution service from Vibrant Media, the LEAN native ad company – enables Android camera-phone and tablet users to trigger AR content whilst browsing the brand safe and contextually relevant editorial content of over 6600 premium publications.

Vibrant AR enables consumers to picture themselves in brands’ clothes, accessories and make-up; scan real world objects to find information on current or competitor products; play AR games or follow stories with branded characters; explore a branded view of their immediate environment, and more.

Vibrant AR is the second new format launched in pursuit of Vibrant Media’s new “insperience marketing”approach to brand communications.  ‘Insperiences’ are app-free, immersive brand communications. They transform consumers from passive viewers into active participants using either VR or AR technology. Insperiences prioritise interactivity, personalisation, creativity, contextual targeting and measurable scale to powerfully connect brands with people.

The Vibrant AR insperiences are all user-initiated from triggers placed natively within editorial text and images as either a logo, an image or a double-underlined hyperlink. When a consumer chooses to trigger a Vibrant AR insperience the technology requests the user’s permission to sync with the Android device’s camera functionality. It then opens a Vibrant AR insperience that’s contextually relevant to the editorial content the consumer was just browsing.

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