can you please answer this question from the text

-Please define Augmented Reality and explain how it can be used in the Digital Marketing field?

Augmented Reality Augmented Reality (AR) can be defined as the enrichment of physical reality with digital information in real-time. 1AR enhances user's physical environment with virtual elements that are related to the real situation. As a first application of AR, Ivan Sutherland and Bob Sproull from the Harvard University built a "Head Mounted Display" in 1968. However, their display was so heavy that it had to be suspended from the ceiling (Figure 1). 2 Figure 1: Head Mounted Display Source: txceisior state untersity oj unio (U1/). Technological advancements and an ongoing increase in computational capabilities allow AR applications to become increasingly available to customers. As an emerging technology, AR receives massive attention from companies in recent years. 3 Providers of AR applications can overlay real environments with virtual information while customers are directing their mobile devices towards TVs, streets, buildings, or any other object. 4 With the introduction of the iPhone 8 and 8Plus in September 2017, Apple progressively presents far-reaching options for companies and customers to make use of AR. 5 For example, IKEA introduced a new AR version of their app: Customers can use their smartphones or tablets to see IKEA's furniture in their rooms (Figure 2). 6 Another application of AR is the "AR mirror" of the multinational cosmetic company L'Oral that allows customers to virtually experience L'Oral's facial makeup products. 7 Today, AR is frequently used in various fields such as medicine, entertainment, R\&D, architecture, education, and especially in games. Figure 2: AR Examples - IKEA's (left) and L'Oral (right) source: (NNtech (LU1/), Realitylechnologies.com (LU18). Augmented Reality based Games In 2012, Niantic Inc., one of the pioneers of AR-based smartphone games, released "Ingress", an AR location-based game with a sophisticated background story in science fiction. Players conquer each other's territory in two teams: The "Enlightened" try to reach the next step of human evolution by collecting "Exotic Matter" (XM), a substance that provides humankind with exceptional skills. The second team, the "Resistance", aims to preserve the status-quo. Both teams can gain power by conquering "Portals" that are located at places of real-world significance (e.g., at famous sights). 8 When players are close to a Portal, they can conquer it, set up defenses, or link the Portal to the rest of their team's territory. 9 After only 3 years, Ingress recorded over 14 million downloads across 200 countries. 10 The success of the game led to several advertising partnerships. For example, Niantic entered an advertising agreement with the telecommunication provider Vodafone in 2013: All Vodafone shops acted as Portals and Vodafone offered special contracts with higher data volumes and passcodes for the game. 11 Although the contract with Vodafone expired in 2015 , Ingress is still cooperating with other companies such as AXA, Mitsubishi, and Softbank. 12 However, some critical issues with Ingress have been discussed widely in public. For example, several Portals were located at Holocaust memorials or former concentration camps. This led to a lot of criticism and protest against the game whereupon Niantic deleted most of the criticized Portals. 13 Pokmon Go Initially, Pokmon was introduced in 1996 by Nintendo as a series of video games for the Game Boy. In these games, players strive to collect and train virtual creatures ("Pokmon"), trade them and battle against friends. 14 Over the past two decades, Pokmon has evolved into a social and media phenomenon. In 2016, Niantic released the AR-based game "Pokmon Go" that became even more successful than Ingress and caused a huge hype among players all around the world. Just like Only a few days after launch, Pokmon Go became an instant success. The famous Guinness Book of World Records awards the game with five world records: Most revenue grossed by a mobile game in its first month, most downloaded mobile game in its first month, most international charts topped simultaneously for a mobile game in its first month (downloads), most international charts topped simultaneously for a mobile game in its first month (revenue), and fastest time to gross $100 million by a mobile game. 16 Right after introduction, users of Pokmon Go were even more engaged in playing the game than being active on Twitter or Facebook. 17 The stellar success of Pokmon Go can be attributed to several reasons: The challenge to collect Pokmon in real-life surroundings and the innovative technology in combination with the well-known background-story lured many players to actively engage in the game. 18As a consequence, new business ideas around Pokmon Go emerged: Travel-agencies offer guided tours to collect Pokmon 19, restaurants near Pokstops offer discounts that are only eligible for gamers 20, and insurance companies offer special policies for Pokmon Go players 21. However, only after a few months, the number of daily active users started to decline. Since 2016, Niantic Inc. lost around 15 million active daily users and revenues fell from $16 million