Plattar, the world’s simplest augmented reality (AR) creator has closed an oversubscribed seed investment round for AU$1.1 million, led by News Corp Australia and supported by existing prominent private investors.

Established in 2015, Plattar is a cloud-based platform that allows brands, publishers and agencies to create, manage and distribute augmented reality content in a simple, cost-effective way.

The platform comprises a template driven app builder and content management system for managing AR experiences, and can deploy content to any device. Plattar operates on a software as a service subscription model, and for larger projects provides bespoke content solutions, integration and support.

Plattar has established a blue chip early client base in Australia, New Zealand and the US that includes Fortune 500 and ASX 100 companies. Plattar has proven the potential for its AR technology across industries, and for multiple applications – from marketing and brand awareness purposes, through to commercial and industrial applications.

Speaking about the investment, News Corp Australia’s chief technology officer Alisa Bowen said, “We are delighted to announce our investment in Plattar. Augmented reality is a major component of the the next wave of consumer engagement, and we are excited to be bringing this capability to News.

“Working with Rupert, Steve and the Plattar team on a partnership with REA Group and Ray White in February confirmed the huge potential in the platform, and we will be looking to integrate AR and Plattar across many more of our publications.

“This investment is also News Corp Australia’s first ever seed investment, which shows our belief in both the technology and in Plattar.”

Plattar has established a blue chip early client base in Australia, New Zealand and the US that includes Fortune 500 and ASX 100 companies. Plattar has proven the potential for its AR technology across industries, and for multiple applications – from marketing and brand awareness purposes, through to commercial and industrial applications.

Speaking about the investment, News Corp Australia’s chief technology officer Alisa Bowen said, “We are delighted to announce our investment in Plattar. Augmented reality is a major component of the the next wave of consumer engagement, and we are excited to be bringing this capability to News.

“Working with Rupert, Steve and the Plattar team on a partnership with REA Group and Ray White in February confirmed the huge potential in the platform, and we will be looking to integrate AR and Plattar across many more of our publications.

“This investment is also News Corp Australia’s first ever seed investment, which shows our belief in both the technology and in Plattar.”

AR is a cutting-edge technology that adds layers of digital information – videos, 3D models, live streams, images, audio – directly on items in the physical world. AR allows brands, publishers and agencies to create immersive and interactive experiences that link the digital and physical worlds.

Annual investment in augmented and virtual reality companies is at an all-time high with a record breaking US$1.1 billion already invested into AR and VR companies in 2016, according to a new report issued by Digi-Capital. The same report predicted that “The augmented reality (AR) market will be a US$150B industry by 2020”. Plattar is currently in private beta and is taking expressions of interest.