What is Augmented Reality
Augmented Reality (German: extended reality, short: AR) describes the expansion of the perception of reality with the help of computer-aided methods. Most forms of application are limited to the expansion of visual perception, but theoretically the other human senses can also be addressed.
Differentiation from virtual reality 
Augmented Reality is to be distinguished from Virtual Reality. While the former focuses on enriching reality, the focus of virtual reality is on creating a completely new, virtual reality. With virtual reality, the user no longer perceives his or her real environment, but rather immerses himself completely in the digital world. A combination of data glasses, headphones and a controller is usually used for this. With augmented reality, all you need is a smartphone with a corresponding app.
Functional principle 
Augmented Reality is about enriching real reality with additional information.
Good examples of this that most people know can be found in sports. When a soccer game is broadcast, arrows are integrated into the broadcast image, which indicate the required path of the ball, or distances are shown. In ski jumping, the jump distances of other jumpers are displayed during a jump so that a direct comparison is possible.
In order to create augmented reality, a camera system is first required with which the reality can be recorded. A software then ensures that the additional information is displayed, which offers the user added value in the respective situation. They are finally shown on a display. Such systems often use GPS to determine their position.
Areas of application for augmented reality 
Augmented Reality applications can be used in very different areas. A few practical examples illustrate this:
- Work instructions and part labels for fitters and mechanics
- Display of navigation instructions on the windshield of a car
- Visualization of planned buildings at their later location (architecture)
- Visibility of the inside of the body during operations through previous examinations (e.g. X-ray, magnetic resonance imaging, tomography)
- Navigation in the open air, for example for the military
- Offer additional information in museums
This YouTube video shows how the furniture store IKEA used augmented reality in the 2013 catalog.
Augmented Reality browser 
For mobile devices such as smartphones and tablets, there are special AR browsers that enable additional data to be displayed via the device's camera. Examples of such browsers are for example Wikitude, Layar and junaio. These browsers make it possible to automatically recognize certain motifs on the basis of predefined tracking motifs. If this succeeds, additional information is displayed. In addition, location-based services are offered that use GPS to locate the user's location and display location-related information, such as names, opening times and reviews of restaurants in the immediate vicinity, as well as data on sights or shops.
Well-known examples 
A well-known representative of the augmented reality division is Google Glass. These are glasses that are equipped with a microdisplay and an integrated camera. The glasses are controlled via voice input. The head-up display should be able to show additional information about the captured image. These are accessed directly from the Internet.
The smartphone game "Pokémon GO" from the software company Niantic is just as well known, but often not perceived as augmented reality. In the game, players can go hunting for virtual Pokemon in the real world. The GPS signal and the smartphone camera are used for this. Pokemon GO is the unofficial successor to Ingress, a game with a similar gameplay that was also developed by Niantic.
In March 2016, Microsoft launched the Microsoft Hololens, which, similar to Google Glass, are augmented reality glasses. However, the projections are much more developed with the Hololens and reality is expanded much more than with Google's data glasses.
Importance for online marketing
It can be assumed that augmented reality will have a major impact on online marketing if data glasses become widespread. Especially in the area of location-based advertising, where users could, for example, be shown additional information or advertisements for shops in the vicinity at the right moment. 
Importance for search engine optimization 
The expansion of augmented reality could also have a huge impact on search engine optimization. These services are predominantly location-based. Accordingly, it is important that locally operating companies such as restaurants or shops concentrate on local SEO, so that the respective information is shown preferentially on the Google Glass display, for example, when the user requests data on open restaurants in the vicinity, for example.
Entries, activities and current content on Google Plus Local are therefore gaining in importance. It can currently be assumed that Google will use this data for its AR services. The role of the users is also important here, as they can leave their opinions and experiences with a shop or restaurant via services such as Foursquare, for example. These should already be maintained today, because later the user may see pictures of dirty rooms in hotels or reviews of bad food in a restaurant right in front of their eyes.
- ↑ https: //www.adzine.de/2017/09/vr-und-ar-haben-massiv-das-online-marketing-veraendern/ VR and AR will massively change online marketing, adzine.de. Retrieved on 9.2.2018
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