The Times latest publisher to use Aurasma AR technology

By John Reynolds, mediaweek.co.uk, Wednesday, 19 September 2012 10:25AM

News International has teamed up with Gap and Clinique to run augmented reality advertising in The Times newspaper, as the publisher moves to tap into the growing number of consumers accessing content via smartphones or tablet computers.

The Times: augmented reality advertising featured in today's T2 supplement

In the Times supplement, T2 today (19 September), there is exclusive material available only to readers who have downloaded the Aurasma app to their smartphone or tablet computers.

These readers can access exclusive video content and buy products directly off the page, when they scan the pages with the app.

The Times is not the first newspaper to use such technology within its pages. Last year, the FT ran a similar type of ad, using Aurasma.

Heat magazine and a number of other brands such as Tesco have also used the Aurasma technology.

News International is running the augmented reality piece of advertising to coincide with London Fashion Week.

This article was first published on mediaweek.co.uk