O2 will soon offer mobile marketers and advertisers augmented reality (AR) services.

Telefónica, which owns O2 in the UK, has partnered with HP-owned Aurasma to integrate AR into the telecom giant’s digital services. 

Telefónica Digital, the global division of Telefónica, claims that the deal is the biggest ever in the AR space, offering marketers and advertisers the potential to reach 300 million customers worldwide.

Brands such as Tesco, Uniqlo and Unilever have used AR campaigns in their marketing over the last couple of years but the need for consumers to download Aurasma’s app to access the AR content may have limited take-up. 

Telefónica will initially enocourage its customers to download the Aurasma app, but the long-term plan is to integrate Aurasma into O2 handsets. 

The AR services will sit alongside other marketing services, such as location-based advertising and mobile coupons. 

AR is seen as a possible solution for advertisers looking to reach mobile users, who are less tolerant of internet-style ads on their small screens. 

Shaun Gregory, global director of advertising at Telefónica Digital says: “Augmented reality has the potential to fundamentally change advertising, transforming current static formats and introducing new levels of interactivity.” 

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Smarayda Christoforou