It's a bit of a mouthful isn't it and it sounds a bit like something in a sci-fi film or tv series.
It really much more fun than that it's about being able to scan an advert with your smartphone or device and seeing the ad come alive with content.
Despite how cool this is and how it could be applied to make every product or service much more exciting to the target audience, we haven't really seen much evidence of it in use until that is of course a well known soft drinks manufacturer included it on their product.
It'll be interesting to see if they can bring this type of advertising much more into the mainstream (despite the fact it's already being used by a number of major companies already using the technology).
Expect to see more interactive advertising popping up everywhere - so it might be a good idea to download an app to your device (if you haven't already done so) to find out more!