Nokia are trialing a new type of augmented reality advertising in the UK.

Nokia Point and Find works by displaying relevant information to an advert on your mobile when you point it near a billboard. So for example, you could see a billboard for a movie and point your mobile on it which will bring up the trailer on your mobile.

The service is being trialed at bus stops in Colchester, where you can use the billboards to bring up shopping information, the latest BBC news or view local points of interest.

Places like bus stops do seem to be the logical place to start such advertising because people are often just waiting around and would welcome something to distract them.

We think Nokia Point and Find should do well as it offers a time saving way to find information such as the local showing times of a film in the local cinema. However, as a way of conventional advertising by just linking to trailers we think it might wear off rather quickly.

We’ll bring you news of the outcome of the trial once we here it. You can download Nokia Point and Find by texting HERE to 81066. Most recent Nokia mobiles are supported.