Until recently, Augmented Reality experiences required a specific software application on the users phone just to view. What is Mobile Web AR? Quite simply, is website based Augmented Reality. It is a digital technology that allows you to easily share AR experiences right over the internet, with no app required.
There’s always been a bit of a hiccup with the application of AR. Users first needing to download an app in order to enjoy the experience. With WebAR, that is no longer the case, augmented reality features can now live directly in your web browser. All you need is a specific URL and you are instantly interfacing with the latest digital experience.
Augmented reality for websites
As AR is becoming increasingly popular in the entertainment industry. Therefore, becoming a favoured strategy for branding and marketing as well. It is not unknown that video and visual content leads to better advertisement, and an interactive AR experience is exactly that. Some of the key benefits are:
-It helps your brand stand out from your competitors:
In a world where all brands are competing for the No.1 position, it is vital to be able to stand out from the crowd. What better way to do so, than with AR.
-Enables your visitors to be more fully interactive with your brand:
Sometimes it can be difficult to understand what a company produces because they are being bombarded with big chunks of text and information. Some brands have started using an interactive Mobile Web AR experience that will show visitors all the necessary information.
-Opens up new ways to engage directly with your visitors and possible customers/ clients:
Many people find interactive or interesting visuals much more engaging than the normal way of producing information, through text.
-Overall, add an element of fun to your website and ads:
Let’s be honest, there is nothing more fun than playing around with an interactive website, especially when you have the ability to produce an AR character right in front of you.
Jaguar Land Rover included all of these factors in their AR experience on their website. They become one of the first automotive brands to incorporate augmented reality experiences on the website to promote their brand. Users would be able to get the in-vehicle tour of their latest SUV from which they would be able to explore the interiors of the car. Simple, but effective.
Augmented Reality Web Browser
Ever thought about what would happen if you drilled directly through the Earth?
Google has created a web based AR program that allows you to look through a portal placed right under your feet and look through the ground right to the other side of the world. And all you need is a web browser. Floom is probably one of the coolest AR experiences in the WebXR collection. All you need to access this, is to open up your web browser and type in “Floom”.
My hope is that this will finally convince Flat Earthers that the world is, in fact, round, but I’m afraid that might be a lost cause.
Large brands for advertisement use Web browser AR for creating portals A great example of a large brand using a WebAR would be The Kinder Safari experience.
This was deployed in the UK across major supermarkets, where shoppers could find the experience through in-store signage and ‘peel away’ print marketing next to the Kinder Egg product shelves. Given that they utilised Web AR meant that any passerby can very quickly easily take their phone out to view the African Safari portal experience.
Web based augmented reality
Web based AR has emerged as a platform-independent framework that permits individuals to create immersive and interactive AR experiences.
Some of the most the most successful Web based AR experiences are:
- TIME: TIME magazine recently launched an AR experience on their website in order to give a boost to its visual journalism. To kickstart the launch, they created the Apollo 11 landing on the moon in VR and delivered it as their first AR story. What was even more exciting was that by opening another URL in your smartphone browser, the astronaut would be brought into your surroundings.
- Into the Spider-Verse: Imagine Spiderman, appearing in your living area and crawling on the walls, far from his home but inside yours. The Academy award-winning movie “Into the Spider-Verse” created a web-based AR feature that allowed users to visualise all of this. You could even take a photo of themselves with the animated hero and share it on their social media. The campaign was featured in prominent publications and was a great example of augmented reality experienced through Web AR.
- Toyota: Toyota stormed the advertising world last year when it launched its web-based advertising campaign in augmented reality. The campaign featured the 2020 model Corolla. It allowed the users to view a life-size model of the car in their environment. Users were also able to learn about the vehicle’s features by tapping the virtual vehicle at specific points. They could experience immersive animations like opening the sunroof, operating the headlights, and spinning the wheels. Toyota became the latest automotive brand to adopt web-based AR advertising. They delivered an amazing brand experience to their audience without the need to download a separate app.
So, What is Mobile Web AR?
During the current climate, there has been a dramatic increase in the number of brands looking to deploy Web AR marketing experiences. Mobile Web AR offers a solution to engage with consumers, who in many cases are restricted to their own homes, providing the opportunity to still deliver an immersive brand experience. Brands, organisations, and marketers are all starting to look at Web-Based Augmented Reality technology and identify use-cases within their business. There’s no doubt that Web AR is taking the internet by storm.