Web AR occurs entirely within the web browser, meaning simply that no app download is required to view the augmented content. WebAR experiences can feature a wide variety of content types and features.
Web AR reduces the barrier to entry for the user, removing the requirement for an app download to view the AR content. Instead, each Web AR experience is hosted at a unique URL with an embedded camera function.
To activate the Web AR experience, the user simply has to navigate to the unique URL in their web browser and tap to enable camera access. This means that Web-based AR experiences can be activated from things like QR codes which have seen a drastic rise in popularity in our ever increasing contactless world. Augmented Reality activation QR codes could printed onto product packaging, print material or pretty much any printable surface!
Web AR experiences can feature a variety of different content types, including standard photo, 2D video, 360 video and 3D animation.
Examples of Brands Using Web AR
We're seeing a huge amount of companies utilise this app-less technology for both internal processes as well as external marketing and communications. There is a wide selection of brilliant examples from the likes of Samsung, Ferrero Rocher (Kinder), EE and Rita Ora.
Let's take a look at a selection of some of the more engaging WebAR examples that we've recently.
Samsung Web AR Event
Samsung held their 'Life Unstoppable' virtual product launch event which heavily featured the use of Web-based Augmented Reality to showcase their new line of product innovations. Consumers were able to scan QR codes which displayed on-screen, which then enabled viewing high resolution, full 3D versions of the products in their own home. This kind of increased level of product engaging will undoubtedly increase the consumers urge to purchase.
Rita Ora and EE Mobile 5G Web AR Performance
EE and Rita Ora teamed up to show off EE's 5G mobile network with a mini 3D avatar of the popular global artist. Working with WebAR agency Aircards, EE enabled users to tap-to-place the mini Rita Ora in their home and watch her perform a dance to her song 'Let you Love Me'.
Web AR experiences also can feature a variety of different functionalities, including image tracking, portals and gamification.
As each Web AR experience is hosted at a standard webpage like any other, a full suite of web analytics can be integrated very simply, often by using a platform like Google Analytics. Unique users, page views, time on page, CTRs, geo-location etc. can all be tracked. 3rd party API software integrations are also possible.
8th Wall is typically considered the leading Web AR software framework.