Introduction

Web-based Augmented Reality (WebAR) is a revolutionary technology enabling users to access and engage with augmented reality content directly through a web browser. Unlike traditional AR experiences requiring app downloads, WebAR is accessible to anyone with a web-enabled device, offering a more user-friendly and cost-effective solution. The technology's ease of development and sharing via URLs make it a versatile choice for marketers and businesses looking to capitalize on its benefits.

How WebAR Works:

WebAR on mobile devices relies on sensors to track and position objects in the physical environment, incorporating computer vision and sensors for target detection, interactivity, and more. Key features include:

• Six Degrees of Freedom (SDoF): Ensures control over 3D image orientation and movement for a seamless AR experience.

• Streaming with a Camera: Uses the mobile camera's perspective and field of view to blend digital content with the real world.

• Understanding of a Scene: Requires the device to map surfaces, estimate light conditions, and determine distances for accurate placement of 3D objects.

• Modern Content Management System (CMS): Utilizes cloud-based CMS for triggering AR events through QR codes, markers, or locations.

WebAR vs. App-Based AR:

While WebAR may be less feature-rich than app-based AR, its advantages include broader reach, an app-less experience, endless engagement, rapid deployment, and compatibility with popular web browsers.

WebAR Benefits:

• Enormous Reach: Reaches millions of devices, making it ideal for marketing campaigns.

• App-less Experience: Eliminates barriers to entry, providing AR within the browser.

• Endless Engagement: Boosts brand awareness with prolonged dwell times compared to traditional experiences.

• Rapid Deployment: Achieves quick deployment due to the app-less nature.

• Compatibility: Works seamlessly with popular web browsers, expanding the potential audience.

WebAR Features:

• AR Face Tracking: Tracks facial movements for realistic 3D models and AR filters.

• Background Removal: Customizable feature for hiding, modifying, or removing unwanted background elements.

• Simultaneous Localization and Mapping (SLAM): Technology for recognizing and tracking 3D objects and scenes.

• Geolocational Placement: Places virtual objects in the real world based on GPS data or manual input.

• Object and Image Tracking: Tracks real-world objects or 2D images for interactive AR experiences.

Techniques to Drive WebAR Engagement:

• Social Media Presence: Share links or ads on social media platforms for easy activation.

• QR Code Sharing: Distribute QR codes to seamlessly transition users to the AR experience.

• SMS Messaging: Direct users to WebAR through links in SMS messages.

• Television Advertising: Promote WebAR experiences through TV ads.

• Banner Ads: Engage the audience with immersive advertising journeys.

Popular WebAR Frameworks:

• Argon.js: JavaScript framework for adding AR to web applications, featuring market and image tracking.

• AR.js: Cross-browser lightweight framework compatible with Three.js, offering image and object tracking.

• Awe.js: JavaScript framework for nuanced AR experiences using device APIs, WebGL, and WebRTC.

• Three.ar.js: Helper library for creating AR experiences on WebAR browsers using WebARonARCore and WebARonARKit.

• ARToolKit: JavaScript library utilizing WebGL and Three.js for rendering 3D models, based on the ARToolKit tracking library.

Mobile WebAR Platforms:

• WebARonARCore: Experimental browser solution for Android supporting motion tracking, rendering, and real-world understanding.

• WebARonARKit: Custom solution for iOS devices, featuring motion tracking, rendering, and camera frame synchronization.

Browsers Supporting WebAR:

• Apple Safari

• Google Chrome

• Mozilla Firefox

• Microsoft Edge

• Mozilla WebXR Viewer

• Magic Leap’s Helio

• Samsung Internet

WebAR Devices:

• PCs: Suitable for quick processing of large projects with fast data delivery.

• Mobile Devices: Offers broader accessibility without the need for app downloads.

• Microsoft Hololens: Supports WebAR experiences through a web browser.

• Magic Leap: Utilizes WebGL for efficient rendering in a browser environment.

WebAR Tools:

• Blippar: Focuses on computer vision and AR solutions for various industries.

• Zappar: Makes AR accessible with no app required, featuring 3D support and custom splash screens.

• EasyAR: Provides a spectrum of AR solutions, including WebAR, with SDK support for motion tracking and object recognition.

• 8th Wall: Cross-platform AR development tool with a cloud-based code editor and a library of templates.

• Holoink: Lightweight WebAR tool with smart prototyping options for quick development.

• Xr.+: No-code WebAR platform offering image, object, and world tracking, movement detection, and 360 image view.

• Awe: Enables image, spatial, face, 360, and GPS WebAR functionalities with a no-code mode for mixed reality experiences.

• Gravity Jack: Full-service platform with real-world, face, and image tracking capabilities for WebAR.

• Augmania: No-code platform with features like geo-tracking, object detection, and smart tracking for WebAR development.

Conclusion

WebAR holds tremendous potential for businesses to enhance marketing and activation strategies. As the technology continues to advance, leveraging the right tools and frameworks can help achieve personalized and impactful WebAR solutions. For consultation and custom WebAR solutions, NXT Interactive can be reached at info@nxtinteractive.com