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Advertisers quickly adapt to the advanced state of technology, and advertising to modern people involves innovative use of this technology. Augmented reality is one of the most exciting trends in modern advertising, and has proven to be a highly successful form of marketing.

Augmented reality has already been used extensively and through it, the virtual world is taken off the television or computer screen, and into the real environment. Augmented realities can be accessed through devices like smart phones, or even through projections on the body.

This mixing of the real world with the virtual world is the wave of the future, and the uses and applications of augmented reality continue to multiply.

The advertising potential of this new form of technology is astronomical.

Adverts superimposed on the real-world environment could be tremendously lucrative, and the groundbreaking advertisements currently being produced through augmented reality are testament to this potential.

A large portion of people across the world own smart phones, and many companies are currently aiming adverts at this market.

Some advertisements in subway stations have digital overlays that can only be accessed through a smart phone. These advertisements can even be triggered by pointing a smart phone camera at certain objects.

Lego uses augmented reality via cameras which make the boxes of their products appear as virtual objects on a screen. The screen shows a three-dimensional model of the completed Lego project in place of the box.

One of the most promising trends in augmented reality is the current development of virtual reality glasses by Google. These glasses will feature a small screen near the user's right eye.

Oakley is developing similar glasses targeted at athletes among others. Adverts tailored to users of these glasses could be displayed on the screens of these products in the future, making augmented reality glasses as useful to companies as they are to consumers.

Young people have been exposed to traditional advertisements for a long time, and these are increasingly outdated in the modern era of technological growth. Augmented reality offers a new way for a knowledgeable populace to actively experience a fresh form of communication.

If used correctly, augmented reality could be one of the most revolutionary technological developments in advertising history. Advertising competitively in the modern world requires the usage of appealing and innovative methods, as young consumers are increasingly cynical towards traditional advertising.

The active involvement required for augmented reality adverts, combined with the uniqueness of the marketing form, makes it a promising choice for the future of advertising.