Technology business Blippar has rolled out augmented-reality enabled display advertising that can superimpose products over a user’s surroundings in real time.

The technology company has rolled out the initiative, entitled Augmented Reality Digital Placement (ARDP), to make online advertising more immersive.

The technology means that users can click on an online advertisement, such as a banner ad, and engage in an AR game or photo without needing to download a separate app or leave the webpage.

The technology is scalable across laptops as well as Android smartphones and tablets and can leverage the cameras incorporated into these devices to impose AR elements in real time. It will soon be available for iOS devices as well.

The AR-enabled advertising platform has media investment group GroupM as a launch partner.

Chief innovation officer at GroupM Cary Tilds said: “Blippar’s ARDP solution allows us to work in almost any camera-accessible web and mobile environment.

“That makes the issue of scaling exposure across publishers and audience segments much more simple. With contextual consumer targeting and data on the physical world in real-time, we’re enabling our brands to understand more about their consumers’ interests and behaviour.”

Blippar has worked with a variety of retailers ranging from Argos to House of Fraser on AR-enabled advertising, including smartphone-enabled catalogues and Black Friday shoppable store windows.

Last June, the technology supplier partnered with payments provider Visa and House of Holland to allow shoppers to hold their smartphone in front of an item they wanted to buy and purchase it with a tap on their screen.

Blippar’s chief operating officer Danny Lopez, who is speaking at Tech. powered by Retail Week in September, said: “The app-agnostic nature of ARDP technology allows agencies and brands across all verticals to take advantage of the power of AR to build rich media experiences at scale and spur deeper consumer enagagement.”