1. Advertisers will probably want to use AR devices to superimpose their product logos on the real world, thereby advertising more at a lower cost. No need to rent billboard space when you can beam your corporate logo right into the eye of the consumer.
2. Consumers will probably want to use AR devices to remove product logos from the real world, much in the spirit of AdBlock and this video (using machine vision to detect advertisements, and then to replace them with something less objectionable).
What effects will these opportunities have? Who will come out on top? Will it be like advertising on the internet, all over again?
if advertisers did this, they have to somehow pay out to the consumer something of worth - free stuff. otherwise, i m not gonna let an advertiser beam anything into my field of view!
Exactly. If the price is right, people will view advertisements. It's really as simple as that. So the question of whether advertisement will win or disappear depends on whether advertisers will be willing to pay what consumers demand in return for viewing the ad in question.
How the economics of this will change is very hard to predict, IMO.