CBS Outdoor UK has been testing the Google Goggles visual recognition mobile app on its digital and poster ads since September 19.

Google Goggles, which was launched in 2009, is an app that can be used to take photos of objects, images, monuments etc. and which then triggers access to content that is related to the scanned subject.

In the CBS Outdoor experiment, the app recognises out-of-home advertisements from participating brands – French Connection, Sony BMG, L’Oréal Garnier, Samsung and Google Transit – and links the user through to dedicated mobile web sites.

Posters that can be activated in this way are marked with the Google Goggles logo.