Benefits of WebAR technology on the internet
WebAR or Web-based Augmented Reality is one of the emerging technologies that brings immersive and interactive AR experiences directly to online browsers. It is the easiest way to introduce consumers to the power of immersive technologies and enhance their viewing experience. This article will explore WebAR technology, its benefits and use cases.
What is WebAR Technology?
WebAR is a technology that allows users to interact with virtual elements in the real world directly through a web browser. In order to create such experiences developers have been using WebXR API which eliminates the need of downloading the app.
The WebXR API provides developers with a set of tools that allows developers to create compelling, immersive and interactive experiences. For example, the API allows access to various VR devices and smartphones.
One of the advantages of using WebXR API is that it is available to a wider audience and it simplifies the process, allowing users to simply click on a link to activate the experience.
Benefits of WebAR technology
WebAR technology offers several benefits that have resulted in its increasing adoption across various industries.
Accessibility
WebAR, unlike smartphone applications, lives on the internet and can be accessed via a link on a browser. It takes a few seconds for people to experience immersive content as it doesn’t require users to download an application on their smartphone.
Since the content is available on the website, users do not have to be sent to Facebook, Youtube or Snapchat to activate the experiences. Everything is hosted on the URL which allows users to quickly access the content.
Device Compatibility
WebAR experiences are device agnostic which means they are available across smartphone, tablet and MR devices. In addition to that it is supported by different types of web browsers Google Chrome, Mozilla Firefox, Opera, Brave and others.
Furthermore, the device-agnostic nature of WebAR ensures that the technology is compatible across various operating systems such as iOS and Android, which means they can access the content regardless of whether they own an iPhone, iPad or any Android device.
Cost Effectiveness
The cost of developing a WebAR experience is way cheaper than the cost of an AR app development. This is because you just need a URL to launch the experience and not a full-fledged app, which can be time-consuming and expensive.
WebAR works for different platforms and devices such as a smartphone or a tablet and iOS or Android. This eliminates the need of developing cross-platform applications. In addition to that Web AR leverages web development technologies such as HTML and JavaScript, compared to learning various web-AR development platforms.
Analytics and Data Insight
Just as “like,” “share,” and “comment” metrics are essential for understanding user engagement on a web page, emerging analytics like spatial analytics and dwell time play a crucial role in measuring and analyzing user interactions within WebAR experiences.
Spatial analytics in WebAR provide insights into how users are navigating and interacting with virtual objects in physical space. It tracks data such as user movement, interactions, and object placements, allowing developers to understand user behaviour and optimize the placement and design of virtual content.
Dwell time, on the other hand, measures the duration users spend engaging with specific AR elements or experiences. It helps gauge user interest, identify areas of engagement, and optimize content to maximize user attention and overall experience quality.
By incorporating these advanced analytics into WebAR metrics, developers and businesses gain a deeper understanding of user behavior and preferences within AR experiences. This valuable data can inform decision-making, refine AR content, and drive better user engagement and satisfaction.
Seamless Integration
WebAR experiences can be seamlessly integrated with existing web AR content be it a blog or a slide or an e-commerce website. This results in fostering consumer experiences and engagement, ultimately captivating the interest of the consumers and leading to conversions.
Use Cases of WebAR technology
WebAR has diverse applications across various industries from healthcare to entertainment, tourism to education. Here are some of the best WebAR use cases.
Retail and E-commerce
The Retail industry is one of the industries that has been experimenting with emerging technologies such as WebAR. It has revolutionized the way customers shop online. Be it a virtual-try-on or product visualization, WebAR technology captivates audiences and boosts loyalty.
For example, WebAR allows customers to visualize furniture inside a living room by overlaying a digital 3D model of the furniture onto a real-time view of their physical space captured through their device’s camera.
This enables customers to see how the furniture would look and fit within their living room before making a purchase decision. They can rotate, resize, and interact with the virtual furniture, exploring different designs, colours, and styles to find the perfect match for their space.
Example
Khaite’s webAR Lookbook
Fashion brand KHAITE elevated its Spring-Summer 2021 collection by including an augmented reality (AR) experience in their lookbook. This innovative addition enabled fans of the brand to use their smartphones to scan a QR code and access 3D representations of KHAITE’s shoe designs, viewable from various angles.
Automotive
Automotive industry is significantly using WebAR technology to enhance product visualization and help people better understand products through interactive and immersive experiences, rather than through marketing collateral.
For example, using a smartphone, customers can view 3D models of the car and explore various options like style, color and variants. In addition to that, with webAR, customers can create virtual showrooms accessible through a website or mobile app.
WebAR enables automotive brands to create interactive and engaging marketing campaigns. They can leverage augmented reality to showcase new car models, launch special promotions, or gamify the customer experience.
Example
Volvo S60 Launch
To create a buzz of its S60 launch, Volvo integrated Web AR technology which allowed users to view the interior and exterior of the model and change its colors. This marketing activation attracted more than 293% increase in traffic.
Entertainment
By utilizing WebAR, brands organizing live events and concerts can seamlessly incorporate augmented reality experiences such as virtual stage setups, interactive 3D objects, and captivating special effects.
Moreover, it can be used for marketing and promotions where users can scan QR codes or visit specific websites to unlock exclusive content, behind-the-scenes footage, or interactive elements related to movies, TV shows, music, or other forms of entertainment.
Example
Dune
The recent big sci-fi premier Dune was promoted with Web AR technology where users can take a selfie and get their 3D avatar which they can customize to their liking. Then, the users’ avatars will be placed in the augmented reality of Dune.
Education
WebAR has reimagined education by offering interactive and immersive learning experiences. Students can access augmented reality content through a smartphone or a tablet and understand abstract concepts easily.
Additionally, WebAR enables virtual field trips, allowing students to explore remote locations and cultural sites without leaving the classroom.
Example
Google Expeditions AR Pioneer Program
Google has integrated AR technology to its Expedition program which consists of over 100 AR tours in addition to the existing 800 virtual reality (VR) tours. These tours will include captivating experiences such as exploring Leonardo Da Vinci’s inventions and interacting with the intricate human skeletal system.
The rise of WebAR technology has paved the way for businesses to explore new ways to keep the audience engaged and drive digital innovation.
Considering the accessibility and cost-effectiveness of the technology, WebAR will be increasingly explored across various industries in the near future.
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