A guide to web-based augmented reality

Remember all those viral filters on Snapchat, TikTok, and Instagram? They are so captivating and if built the right way, they can help brands tell more profound stories and showcase products in new and exciting ways. But there is one drawback, you need your customers to download those apps and then find your brand page on the app to experience the magic of augmented reality. Now imagine if you could bring that same magic to your brand's website or app without having to go through Snapchat, TikTok, and Instagram. Wouldn’t that be cool?

This is where Web-based augmented reality (AR) can help. Web AR is a technology that allows users to access and interact with digital content in the real world through a web browser, rather than through an app. This technology has the potential to revolutionize the way e-commerce companies market and sell their products because, with the rise of web-based augmented reality, it is becoming easier for businesses to create and deploy AR experiences on the web. In this guide, we will cover what web-based AR is, how it works, and how to implement it for your own brand. 

What is Web-based AR?

Web-based augmented reality (WebAR) allows for augmented reality functionality inside a web browser, whether that is a mobile or desktop browser without the need to download a specialized app. WebAR can use the native camera on mobile phones and desktop computers to overlay 2D and 3D graphics, animation, and content into the real world. To experience web-based AR, users simply need to access a website that offers AR functionality. Once the website is loaded, the user can interact with AR content using their device's camera and display.

WebAR Capabilities & Examples

Web-based augmented reality is being used across a wide range of industries, from retail to entertainment to education. One of the most popular applications of web-based AR is in e-commerce and marketing. In this section we are going to explore the capabilities of web based augmented reality and hopeful inspire you to try WebAR for your brand.

World Effects

World effect augmented reality experiences allows you to place and interact with 2D or 3D objects in the space around you.  WebAR features include six degrees of freedom where users can pan their camera in any direction to experience immersive content, Lighting estimation that give 3D models placed in the space accurate shadows and reflections, placing any object on any surface with instant surface detection and responsive scaling of 3D objects.

The potential for world effects is vast. You can use it to sell painting and wall furnishings by placing a 3D version of the object, directly on the wall using augmented reality! Imagine your customers getting a sense of how the artwork or furnishing will look like in their house, on their wall matched with their wallpaper or paint and carpet, without having to download an app, straight from your website’s product listing page!

Fashion retailers can use world effects to answer customers questions like “how big is that tote bag?” or “compared to my existing suitcase, how much larger is this suitcase?”. Electronic brands can use world effects to help their buyers answer questions like “Is that TV too big for my apartment?” or “Will that washing machine fit in my closet?”.

World effects can also be used to entertain, for example the "Jurassic World Alive" game, which uses web-based AR to let players capture and interact with virtual dinosaurs in the real world.

Image Target Tracking

Image target tracking can bring any image, photo, poster, signage, magazines, box, bottle, cup, or can to life with augmented reality. Simply open the link and point the camera at the correct image and a magical AR experiences will be triggered.

Image tracking AR can be used to create unforgettable experiences for customers and fans. Brands can leverage this tech to be functional for example Meta used this technology to help guests at their Oculus Connect event find their way around the event and also inform them about the day’s schedule. Guests simply had to open up the Instagram Oculus filter and point it at their conference pass to trigger a 3D venue map that showcased important locations, keynotes and event timing detail.

The popular cookie company Oreo used AR to trigger immersive packaging experience and Starbucks used image tracking AR to give their Christmas cups a festive feel. Image tracking can create a link between the physical and digital world.

Face Tracking and Effects

Use the face tracking effects to create AR that responds to someone's face and facial movements. When a face tracker is combined with a face mesh, it creates a surface that can detect facial movements and expressions. This type of effect is especially powerful for Eye-wear brands that want to give their buyers a try-before-they-buy experience on the web. Buyers can give access to their web camera and virtually try on different 3D models of prescription or sunglasses right in the browser without any app or special software in augmented reality inside the brands e-commerce website.

Face tracking can also be leveraged by cosmetic brands to help consumers try on makeup virtually and help them answer questions like “Will this shade of lipstick look good on me?” or “does that eye shadow go on my skin tone?”. Another advantage of face tracking is that cosmetic brands can use them to help teach their customers how to apply their products the right way with immersive tutorials. Check out how Grace Choi created a number of TikTok filters including eyebrow, eyeliner, and cheek contour tutorials to grow her beauty brand here.

Face AR effects are also a fun way to create viral and interactive games and social media campaigns.

Location-based AR

Location-based Web AR takes the concept of web-based augmented reality to the next level by incorporating the user's real-time location into the AR experience. With the help of geolocation technology, web AR applications can now deliver personalized and context-aware content based on the user's physical location. For example, a tourism website can use location-based web AR to provide users with interactive guides and information about nearby attractions as they explore a new city. This technology opens up a world of possibilities for businesses to enhance customer experiences and engagement by delivering relevant and immersive content tied to specific locations.

A few year Burger King used location based AR combined with image target tracking to guide users to the nearest BK restaurant if they scanned a poster, as part of their ‘Whopper, its not a secret its real fire’ campaign.

In Conclusion

Web-based augmented reality offers a new way for businesses to create interactive experiences for their customers. By using web technologies and AR frameworks, it's becoming easier to build and deploy AR experiences on the web. With best practices and careful consideration, businesses can create effective and engaging web-based AR experiences for their audiences.

Unlock the Power of Augmented Experiences with LenzWork

Are you looking for a way to make your brand stand out in the digital world? LenzWork is here to help you create captivating augmented experiences that will leave your customers in awe.

With LenzWork, you can harness the power of cutting-edge technologies to create web-based augmented experiences that are sure to impress. From interactive 3D models to immersive AR social media filters, our team of experienced designers and developers is ready to bring your vision to life.

Whether you're looking to create a unique shopping experience, showcase your products in a new and exciting way, or drive brand recall, LenzWork is the answer.

So why wait? Get in touch with LenzWork today and take your brand to the next level with web-based augmented experiences.

Luvnit Sawhney