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07:21 13th April 2011
The live view of the real world through technology, known as augmented reality, is going to be a more obvious feature of smartphones, according to Jon Mew, director of mobile and operations at the Internet Advertising Bureau (IAB).
"We're seeing a lot more examples now of the merging between the physical world and mobile," Mr Mew said.
The expert said that advertisers are cashing in on to the increase in popularity of augmented reality, by creating inventive campaigns that offer discounts, let users interact with the product and promote visits into retail shops.
He said apps are "a key route for advertising" because they are "driving consumer usage" of smartphones.
He also said advertising on mobile phones can be "cost-effective" for small and medium enterprises as well as larger companies.
His comments emerged as it was reported that Autonomy, a British developer, will release an application that allows virtual images and videos to be added on to physical objects and then are reflected on a phone, according to a report by the New York Times.
Posted by Derek Oldman
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