Augmented view of advertisements

1. One or more computer-storage media devices storing computer-useable instructions that, when used by one or more computing devices, cause the one or more computing devices to perform a method for a head-mounted display (HMD) device to augment an HMD wearer's view of a real-world advertisement, the method comprising:

identifying the real-world advertisement within the HMD wearer's field of view;

determining how to augment the HMD wearer's view of the real-world advertisement to provide a personalized view of the real-world advertisement based on both content of the real-world advertisement and user profile information for the HMD wearer; and

causing the HMD device to provide an augmented view of the real-world advertisement that is personalized to the HMD wearer based on both the content of the advertisement and the user profile information for the HMD wearer.

2. The one or more computer storage media devices of claim 1 , wherein the augmented view of the real-world advertisement is provided when the HMD wearer's focal point is on the real-world advertisement.

3. The one or more computer storage media devices of claim 2 , wherein the method further comprises:

initially determining that the HMD wearer's focal point is not on the real-world advertisement; and

causing the HMD to provide a first augmented view of the real-world advertisement to draw the HMD wearer's attention to the real-world advertisement.

4. The one or more computer storage media devices of claim 1 , wherein the augmented view of the real-world advertisement that is personalized to the HMD wearer comprises additional advertising information selected based on the content of the advertisement and the user profile information for the HMD wearer.

5. The one or more computer storage media devices of claim 1 , wherein the augmented view of the real-world advertisement comprises presenting an image within the HMD wearer's view of the real-world advertisement, the image comprising at least one selected from the following: an image of the HMD wearer, an image of a family member of the HMD wearer, and an image of a friend of the HMD wearer.

6. The one or more computer storage media devices of claim 1 , wherein causing the HMD device to provide the augmented view of the real-world advertisement comprises: augmenting a portion of the real-world advertisement; or re-skinning the entire real-world advertisement.

7. The one or more computer storage media devices of claim 1 , wherein a server device in communication with the HMD device determines how to augment the HMD wearer's view of the real-world advertisement based on the content of the advertisement and the user profile information for the HMD wearer.

8. One or more computer-storage media devices storing computer-useable instructions that, when used by one or more computing devices, cause the one or more computing devices to perform a method for a head-mounted display (HMD) device to replace an HMD wearer's view of a real-world advertisement with non-advertising content, the method comprising:

identifying the real-world advertisement within the HMD wearer's field of view, the real-world advertisement comprising an existing advertisement presented in an environment surrounding the HMD wearer; and

displaying a computer-generated virtual image within the HMD wearer's field of view to replace the HMD wearer's view of the real-world advertisement with non-advertising content.

9. The one or more computer storage media devices of claim 8 , wherein the computer-generated virtual image is displayed within the HMD wearer's field of view to replace the HMD wearer's view of the real-world advertisement with the non-advertising content when the HMD wearer's focal point is on the advertisement.

10. The one or more computer storage media devices of claim 8 , wherein the non-advertising content comprises the HMD wearer's content.

11. The one or more computer storage media devices of claim 8 , wherein the computer-generated virtual image is displayed within the HMD wearer's field of view to replace the HMD wearer's view of the real-world advertisement with the non-advertising content based on user preferences to replace real-world advertisements containing particular advertising content and a determination that the real-world advertisement contains the particular advertising content.

12. The one or more computer storage media devices of claim 8 , wherein the computer-generated virtual image is displayed within the HMD wearer's field of view to replace the HMD wearer's view of the real-world advertisement with the non-advertising content based on user preferences to replace a particular type of advertisement and a determination that the real-world advertisement is of the particular type of advertisement.

13. The one or more computer storage media devices of claim 8 , wherein the computer-generated virtual image is displayed within the HMD wearer's field of view to replace the HMD wearer's view of the real-world advertisement with the non-advertising content based on a fee-based or membership-based service provided to the HMD wearer.

14. The one or more computer storage media devices of claim 8 , wherein a server device in communication with the HMD device determines how to augment the HMD wearer's view of the real-world advertisement to replace the HMD wearer's view of the real-world advertisement with non-advertising content.

15. The one or more computer storage media devices of claim 8 , wherein a companion device local to the HMD wearer and in communication with the HMD device determines how to augment the HMD wearer's view of the real-world advertisement to replace the HMD wearer's view of the real-world advertisement with non-advertising content.

16. A method comprising:

identifying, via a first computing process, a real-world advertisement within a head-mounted display (HMD) wearer's field of view;

determining, via a third computing process, how to augment the HMD wearer's view of the real-world advertisement to provide a personalized view of the real-world advertisement based on both content of the real-world advertisement and user profile information for the HMD wearer; and

causing, via a third computing process, an HMD device worn by the HMD wearer to provide an augmented view of the real-world advertisement that is personalized to the HMD wearer based on both the content of the real-world advertisement and the user profile information for the HMD wearer;

wherein the first computing process, second computing process, and third computing process are performed by one or more processors.

17. The method of claim 16 , wherein the augmented view of the real-world advertisement that is personalized to the HMD wearer comprises additional advertising information selected based on the content of the real-world advertisement and the user profile information for the HMD wearer.

18. The method of claim 16 , wherein the augmented view of the real-world advertisement comprises presenting an image within the HMD wearer's view of the real-world advertisement, the image comprising at least one selected from the following: an image of the HMD wearer, an image of a family member of the HMD wearer, and an image of a friend of the HMD wearer.

19. The method of claim 16 , wherein causing the HMD device to provide the augmented view of the real-world advertisement comprises augmenting a portion of the real-world advertisement.

20. The method of claim 16 , wherein causing the HMD device to provide the augmented view of the real-world advertisement comprises re-skinning the entire real-world advertisement.