What is augmented reality?

Technology that enables the reproduction on the screen of the real environment captured by a camera, on which a layer of virtual and interactive content is superimposed, generating a new combined reality.

Its application to mobile devices offers great possibilities: the specialized software identifies the location on which the objective is aimed, recognizing in real time some elements, on which virtual information of an informative ( LBS ) or advertising ( LBA ) nature is added. In this way, the advertising message can be inserted into any type of medium or medium.

Currently, Layar represents the main Augmented Reality service provider.

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