Blippar has launched its Blipp to Buy service, enabling brands to use its image recognition platform for mCommerce. By scanning Blippar-enabled images in press or outdoor ads with the app, users will be able to purchase products. The service, the company says, provides an opportunity to reach customers with direct a call-to-action just as they have seen a product.

“Brands and media owners have begun to appreciate the potential of our technology to bring their products to life and get immediate engagement from consumers,” says Ambarish Mitra, CEO of Blippar. “This is a major step forward in mCommerce and we believe it’s got the potential to become a significant new sales channel for brands across the spectrum, while also creating a new revenue stream for publishers.”

Blipp to Buy has been trialled in the UK with brands including Tesco and Aer Lingus, and publishers IPC and Future, and is being rolled out to more brands currently.