Described asthe 'killerapp mobile advertisers have been waiting for, augmented reality (AR) is the superimposing ot computer-generated images or text on the real world as seen through your mobile phone camera.
The technology's been around for a while, but comes into its own on a portable screen.
AR adverts are highly interactive and highly personal.
While AR undeniably still has novelty kudos, only two per cent of advertisers plan to incorporate it into their Christmas strategies.
Its longevity will depend on whether AR ads can be made genuinely useful.
It could even revive the fortunes of print advertising, because an AR code on a page can be scanned to reveal multiple products within an ad the size of a postcard.
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