Founded in 1999, Total Immersion (TI) is the software solutions provider of a technology called Augmented Reality (AR), which integrates 3D objects into live video. The video is digitally processed and “augmented” with the 3D components. Digital processing mixes real and virtual worlds together, in real time.

Since 2008, Mr Balduff says TI has delivered more than 850 projects to more than 100 customers worldwide. They has worked with some 80 partners in 35 countries. The company’s clients include many major brands including: Coca-Cola, McDonald’s, Nokia, Hugo Boss, Sony Ericsson, Walt Disney and Boeing.

He says augmented reality is the bridge between worlds – and that print media products are usually the entry point, and then the advertisement is combined with the Internet and mobile world.

“If you create a very good experience, the user will make a video of it and share it on Facebook,” Mr Balduff says.

Augmented reality offers companies a chance to keep digital contact with consumers and increase digital revenues by improving the product usage experience.

When creating augmented reality experiences, he says publishers should remember to keep them either fun or educational.

A video example shows a consumer moving a magazine around in front of the computer screen and a 3D football player pops up off the screen and users can also play football games that way.

Another example shows how books can be brought to “life” by placing them in front a computer screen.

Mr Balduff says augmented reality offers a win / win situation for publishers and advertisers, who are willing to spend more money for the experience and consumers are more likely to use and engage with such ads.

“We think augmented reality will go mainstream in 2011,” he says. “A big difference between us and other companies using augmented reality is that we are ‘markerless’ – you don’t need a 2D code – objects, even faces can be set up to trigger the experience, but you do always need a camera."