What is augmented reality?

Technology that enables an image of the real world, as captured by a camera, to be reproduced on-screen, over which virtual and interactive content is superimposed, generating a new combined reality.

Its application to mobile devices offers enormous possibilities: Specialist software identifies the location where the camera lens is pointing, recognising certain elements in real-time, over which it superimposes virtual information, either informational (LBS) or advertising (LBA). Therefore, the advertising message can be inserted in any type of media or support.

Layar is currently the main augmented reality service provider.

 
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