Well, for instance the American technology experts in this video show its potential in numerous ways. In terms of advertising, it will allow furniture brands, such as IKEA to have a device either in-store, OOH, or online that allows the consumer to re-decorate without having to move a single item. If I am an IKEA customer I can take a photograph of my living room, using my AR device and see where I am going to place my giant sofa or my entertainment centre, virtually without having to leave the house. Adding to this, the video clearly shows the potential of AR in DIY related repairs. By using an AR device an overlay can be placed over the item that you are repairing, instructing you how to fix it, step by step.

This new technology is also going to change gaming, advertisers working with brands that want to develop new engagement opportunities for consumer interaction, e.g. online games or virtual games will use this technology to entertain and excite consumers. A brand, such as Cadbury's could launch a virtual Easter Egg treasure hunt around a city for instance.

This year Lynx preformed an amazing AR stunt in London, called "The Angel Ambush".

After a bit of research, I found that other companies, such as Mini and BMW have used AR advertising and LEGO used AR with the product box itself. BMW and Mini used AR to create a 3D pop-up version of the vehicle, which the consumer can look around in 3D using their computer webcam and even test drive virtually. LEGO allowed consumers to view the virtual version of their finished set through a special screen in-store.

Here is the BMW example, which I think is incredible!

In Ireland, the technology has already been used in the "Appy" award winning mobile app from Daft.ie, which gives the consumer a new way to view properties. Merely point your smart phone out the window, to see new properties on the market. AR technology is making our lives so much easier and convenient.

The only downside I can see to this new media, is that you must have a device. Not everybody owns an i-Phone or AR enabled device, I don't for instance, therefore I cannot use this technology. I will certainly get one when I have a job however.

While I may think Augmented Reality is a breakthrough new media platform which will cause a renaissance in marketing and advertising, it will be met with skeptics when it becomes widely available and will take some convincing as with every new media. I envisage health experts having something to say also about it possibly damaging your eyesight or brain. Nevertheless it's coming.