It looks like tech investors are also believing the idea that 2016 will be the year when augmented reality finally heads somewhere closer to the mainstream.
One of the leading providers of the technology behind augmented reality search, Blippar, has raised a Series D round to the tune of $54 million.
Throwing its money behind the company is the Malaysian government's investment division, Khazanah Nasional Berhad, with backers from earlier rounds such as Qualcomm Ventures also participating.
Blippar raised $45 million in a Series C round just 12 months ago.
The company launched in 2012 by digital connecting brands and their products, giving consumers the ability to see more information about service simply by pointing the camera on a smartphone in its general direction.
Blippar has since extended its remit to include any item such as landmarks, food and other everyday product or service.
One of the early enthusiasts for the idea was a digital campaign from Monarch Airlines in the UK, connecting potential customers to its ski product range through a tour of the slopes via a mobile device.