This study focuses on the phenomenon of augmented reality and its use in the media and advertising. The purpose of this research is to provide a theoretical foundation for augmented reality technology, its place in the context of media studies, and information on its practical application in advertising.The first part contains the definitions of augmented reality and related terms, such as virtual reality, augmented display technology, specialised software, and portable or mobile computers. For this purpose, the researchers focus on how the media characteristics of augmented reality, telepresence, and interactivity impact the emotional and cognitive dimensions of the consumer's experience during search and evaluation. An empirical study combining an observational experiment and an interview was conducted, examining augmented reality applications like the Houzz Catalog app. Results indicate that telepresence and interactivity do positively influence both the emotional and cognitive dimensions of the experience. The results will also serve as the basis for the summary of characteristic procedures and trends in the field of advertising campaigns.