"Augmented reality", Anderson said, "is an efficient way to deliver a media rich content experience without having to make the extra clicks to open up a web browser."

“We are rapidly approaching a time when everything we bump into on a day to day basis, will be virtual content associated with it. Our company gives ways to populate that visual space,” Anderson said.

For the last 10 to 12 years Anderson said companies such as Google and Facebook and other large technology companies have created the infrastructure for a virtual world. All that remains is the content to fill it. The beginnings of the new technology became more apparent in games such as Pokemon Go.

Anderson estimates augmented reality will become a driving force in advertising in the next three to four years and will fill the cloud.

“It’s the internet, version 2.0,” Anderson said.

In 2013, Anderson said people made the move from their computers to their smartphones, or small screens. Today marketers spend billions trying to get consumers’ attention through digital advertising.

“The average American spends in excess of four hours a day engaged with their small screen,” Anderson said.

RealityBLU currently sells a subscription to its production tools. It has 35 customers and counting.

“We are in the process of trying to grow the business and looking for investment dollars to add more staff and locate them here in Beloit. We think Beloit is a good opportunity because it’s surrounded by other technology centered companies. It seems to be a collecting point for talent and the community is very business friendly,” Anderson said.