What Is WebAR and Why Is It So Exciting?
February 24, 2020
Until recently, Augmented Reality experiences required a specific software application or Mobile App downloaded to the users phone just to view. This meant that these brilliant AR experiences were placed behind a wall, creating a big hurdle for the everyday consumer to experience. That kind of viewing restriction essentially killed any chance at it being useful for marketing. WebAR, or web-based Augmented Reality marketing changes the game.
WebAR is short for Web-based Augmented Reality, which is an Augmented Reality experience held within a webpage. This means all consumers have to do is navigate to the webpage URL to view an Augmented Reality experience through any iOS or Android smartphone camera. No app downloads are required. Completely app-less Augmented Reality experiences.
A great example of WebAR in-action is this video of a printed flyer with an Augmented Reality experience incorporated into it, to increase engagement at a trade-show event.
Accessibility and use-ability
Aircards create WebAR experiences for mass consumption with over 2.9 Billion WebAR enabled smartphones that can view Aircards AR experiences. 5 years ago you would have struggled to launch a WebAR campaign and not run into issues but in 2019/20, that has had all changed.
Any WebAR experience developed by our team is user-experience focused with speedy loading times, aesthetic HUD design and cleverly placed Call-to-Action buttons to increase click-throughs. You can see examples of our brilliant work on the AR case-studies section of the website.
If you’re looking to launch an Augmented Reality marketing campaign in 2020 - let the Aircards dev team take care of it.
Speed of deployment
Previously, dedicated AR app development could take anywhere from 6 to 12 months or even longer to bring to market. Couple that with App Store approval and all other frustrating tasks to go live - app’s just aren’t built for speed of deployment.
If you’re looking to implement a layer of AR into your next Direct Mail campaign coming up next month, you’re not going to get an app developed. But with WebAR, our team can bring your print to life in a matter of weeks, ready for your campaign launch date.
As an example, Jackson Hogg approached us to create this WebAR event flyer to promote their business at a trade show. They had a short time-frame, but our team expedited the development and delivered in time for their trade-show.
This kind of speed to market opens up a world of possibilities and allows brands the opportunity to be quick witted with their AR marketing campaigns. Reactive marketing using Augmented Reality? Oh, yes please.
All WebAR experiences we create are focused on driving return in investment. What are the KPI’s you’re looking to track? Brand awareness? Okay, let’s setup your custom Aircards AR campaign dashboard with full analytics tracking. Monitor how many eyes you’re driving to the experience, the time spent consuming the content and how many clicks to your website/product page or any other target destination.
This type of goal focused AR marketing is what makes us different. We’re moving Augmented Reality from a gimmick to a new marketing avenue with real value.
For example, look at the WebAR marketing campaign we created for Hewlett Packard Enterprise.
Their goal was to increase awareness of their new software product, HPE Primera. Our team incorporated Web AR into their direct mail campaign to existing customers. Increasing engagement with their printed postcards and driving clicks to their HPE Primera landing page.
Affordable AR Marketing
When compared to developing a quality dedicated mobile app, WebAR is an excellent choice.
Costs to run a WebAR campaign are typically more affordable and when you take into account all of the other brilliant reasons to use WebAR, it starts to become a bit of a no brainer. Of course we can provide custom 3D animation, walk-in AR portals and more that can bring development costs up but these won’t compare with a complex app development.
Our client AR campaigns typically see Click-rates of 40-50% from users inside the Augmented Reality experience. As well as dwell times typically from 1 to 2 minutes.
When compared to social media CTR’s and standard website dwell times, you’re getting more for your money when running a WebAR marketing campaign. See our full Web AR statistics breakdown at the Enterprise Adoption of Augmented Reality in 2020 blog.
Household name brands
There's a huge wave of household name brands that are adopting web-based Augmented Reality technology within their marketing. A great example of this is the world's largest brewer, Anheuser-Busch InBev. AB InBev used Web AR to deploy an innovative Out-of-Home advertising campaign across Los Angeles and San Diego.
AB InBev owned brand, BON V!V gave consumers the opportunity to activate this engaging AR experience from the QR code on their outdoor printed ad. Consumers could scan with their standard mobile device, without the need to download an app. Once scanned, they could tap-to-place a 3D virtual vending machine which dispenses the flavor of their choosing!
5G, and the future.
You’re going to see Web AR explode in 2020. Brands big and small are already getting in on the action and we’re just now beginning to see the creativity flow. Our developers are ready to help assist brands with their next big WebAR idea.
Technology like 5G will also super-charge the WebAR landscape. Loading times will become less of a consideration, so experiences will get even more complex, more detailed and ultimately, even more engaging. We can’t wait for it.
So Why Is WebAR So Exciting?
WebAR allows brands to get creative and be reactive with a technology that was previously pretty restrictive. Augmented Reality is one of these technologies that saw humble beginnings, so we're only now starting to see the real use-cases for it within marketing. Global brands like Coca-Cola and Kellogg's have already joined the party - will you be the next innovator in the space?
If you'd like to start exploring what you could be doing with WebAR or if you have a specific campaign in mind, head over to Aircards and get in touch. You can also start chatting with our team immediately by sending our Head of Digital Advertising, Michael, an email at firstname.lastname@example.org
Aircards provide an end-to-end service for creation and deployment of WebAR marketing campaigns for brands. Our team are experts in app-less Augmented Reality and they are ready and waiting to bring your ideas to life.