Globaldeal with Aurasma begins in the UK with O2 Media.
The two firms reckon this is the biggest deal ever done in the augmented reality space, given that Telefónica Digital has the potential to reach 25 markets and 300m customers.
The agreement will integrate Aurasma’s technology into the range of media services Telefónica offers brands and advertisers.
Telefónica has been aggressive in creating subsidiaries through which brands can use mobile to communicate with customers. In the UK, for example, O2 Media works with advertisers on push messaging and the location-based Proximity Moments service.
O2 Media will be the first to roll out AR tools.
Aurasma's tech is based on visual recognition, using a trigger on a poster, magazine or product packaging to reveal digital content such as videos, coupons, competitions and 3D animations.
But it requires the user to download the app first. This is the major hurdle to widespread adoption, although Aurasma has already attracted over 8,000 commercial partners to its platform and reached more than four million downloads of its app.
"Augmented reality has the potential to fundamentally change advertising, transforming current static formats and introducing new levels of interactivity," said Shaun Gregory, global director of advertising at Telefónica Digital.
"Aurasma is the undoubted leader in this space. we look forward to working with them to further drive the use of this technology in advertising and marketing communications."