If you recently felt like The Terminator while reading this newspaper, the rise of augmented reality could be the reason.
Technology:
Industry Insights From the latest gadgets to developing issues in the cyber-world. Learn more
Arnold Schwarzenegger's cyborg assassin in the famous film of the same name saw the real world overlayed with computer-created data about his surroundings.
Readers of The National had the chance of a similar experience by viewing an advertisement featuring the golfer Rory McIlroy.
Viewed through the camera on a smartphone or tablet running a special application, the ad sprang to life.
The Dubai World Championship, which starts today, is one of the first advertisers in the Middle East to employ augmented advertising.
Pointing the camera of a smartphone or iPad at the Dubai World Championship's advertisement about Rory McIlroy caused the ad to come to life on the device with a video about Dubai, overlaid on images of real life captured through the device's camera. Users of touchscreen devices could touch a link to apply for free tickets for the championship.
Colin Smith, the director of international business development in the Middle East and Asia for the European Tour, of which the Dubai championship is a part, said the ad was a "first step" in the European Tour's employment of augmented reality (AR).
"As an organiser, we're always looking at new areas where you can differentiate yourselves, or try something new. We just thought it was a great way of being able to engage [with the public]," Mr Smith said. "We would look forward to developing further tools using it."
The Dubai World Championship advertisement was created by the Dubai agency North 55, with the AR element created by the London agency Aurasma.
"As devices are becoming more and more powerful … people will be able to combine the virtual and the real world through their device," said Martina King, the managing director of Aurasma.
"This is our first major campaign that we're launching in the Middle East," she said. "Rather than it just being a poster of Rory McIlroy … the poster becomes the physical world, and the digital world is a video of Dubai."
Aurasma, which was launched in June, has worked on campaigns for brands including Dunhill, Skoda and Hyundai.
To view the AR elements of the advertisements, users can download a free application for the latest iPhone and iPad and for devices that use Android software.
Tomorrow's exclusives tonight:
Industry Insights e-newsletter Stay ahead of the pack and get the pick of the premium Business content straight to your inbox. Sign up
The Aurasma app can also be used to make the wider physical environment spring to life. A user could point his phone at the Houses of Parliament in London and see specific images overlaid on it.
"We are very much wanting to partner with different organisations in the Middle East," said Ms King.
Microchip companies have emerged as advocates of AR, arguing that the technology could help to stimulate demand for high-end microprocessors.
Ziad Matar, the head of the chip maker Qualcomm's Middle East and Central Asia operations, said Qualcomm was promoting AR among advertising agencies in the region.
"We are talking to all the creatives and advertising agencies, and giving them a glimpse of what augmented reality can do," said Mr Matar.
Qualcomm was providing free AR software kits to application developers, he said, adding, "several projects are ongoing right now."
twitter: Follow and share our breaking business news. Follow us
