Rev Media bets big on ‘augmented reality’

Hyderabad: City-based Rev Media, which is into out-of-the-home (OOH) advertising field, has shifted its focus to augmented reality (AR) space by launching Rev Eye, a mobile application that transforms a traditional print advertisement into a digital interactive medium.

“After downloading the mobile application, one can aim a smartphone's camera to an activated advertisement, and on the screen he or she will not only see multiple images of the product but also all the relevant details about it. This is done using AR technology which is set to revolutionise the advertising space in coming years,” said Vishal Reddy, Chief Executive Officer, Rev Media.

According to him, augmented reality is a technology that allows for a digitally-enhanced view of the real world, connecting the users with more meaningful content in their daily life. With the camera and sensors in a smartphone or a tablet, AR adds layers of digital information – videos, photos and sounds – to the rich content.

“We have developed the Rev Eye app using a core image recognition engine licensed from a US-based company. Our initial investment into the development is around Rs 20 lakh, but we will build several variations of it as time goes by,” he said, adding that Rev Media was the first company in the country to tap this opportunity so well.

Till date, the company, which is incorporating the AR technology into printer ads, posters and billboards, has five clients in its portfolio, including organizers of the recent Indian Luxury Expo held in the city.

“All the promotional materials of the Luxury India Expo had been enhanced through Rev Eye application. Even the participants in the expo experienced the benefits of the application which delivers the best of print and digital media,” Reddy explained. Rev Media is eyeing over 100 clients for the application in a year or so. “Our immediate objective is to generate Rs 1 crore a month from the app.

Proliferation of smartphones is very fast in the country now and that will drive our growth,” he said.

However, he states that the adoption of this technology, which is still in early stages, will register exponential growth in coming years. “Globally, the market size of AR-enabled ads which was around $2 million in 2010 is projected to touch $2.5 billion mark by the year 2015 and a significant chunk of that growth will come from India,” Reddy explained.