Author Archives: Preston Platt

About Preston Platt

1. The Main Components of WebAR Development

   Thu 14 April 2022 12:49 am Leave a Comment

   WebAR development empowers businesses to provide information to their customers and employees in a unique and highly entertaining fashion. It delivers augmented reality (AR) content that people see on their smartphones as a visual overlay. WebAR however works on the phone’s normal web browser, without requiring any app download.

   The numerous uses of WebAR include assisting retail and online shoppers, training students and workers, helping travelers navigate, and giving real-time aid to maintenance workers and other employees. All of these and other applications complement the more commonly known entertainment uses of WebAR such as video games.

   WebAR has higher levels of user adoption than conventional augmented reality applications, which require both time and effort to download. The relatively seamless nature of WebAR together with the web’s wider impact in turn increases ROI as the same experience reaches more people. Moreover, WebAR experiences are faster and more affordable to develop. And you can automatically update them without any user effort, unlike conventional AR apps that require the user to download new versions.

   AR is already popular among consumers, which has paved the way for companies to leverage the numerous advantages of WebAR technology. Indeed, many businesses have taken their first steps in this fast-growing space. Frameworks and tools as well as development partners like Rock Paper Reality can all contribute to your WebAR strategy.

   WebAR Supported Browsers and Devices

   The main advantage of WebAR is how widely supported it is. This technology runs on practically any smartphone. That said, there are subtle differences in which features run best on which browsers and devices.

   Among browsers, WebAR works on all the main packages, including Chrome, Safari, Firefox, Opera, Edge, and several others. When it comes to devices, WebAR works on nearly any recent hardware, provided it has internet access and a camera. Specific aspects of AR, however, function better on newer, more powerful devices. Screen size also affects the user’s experience, as complex features are easier to engage with on larger screens.

   A noteworthy benefit of WebAR development is that the same experience runs across a variety of browsers and devices. Write once, run anywhere. This marks a sharp contrast to developing custom mobile apps for each platform you want to support. For instance, having to maintain different apps for iPhone users and Android users.

   Large tech companies currently support two of the more popular augmented reality engines: Google’s ARCore and Apple’s ARKit. The latter is closely tied to other Apple product lines, including the iPhone, iPad, and iPod. By contrast, ARCore supports multiple different vendors’ mobile devices through a general-purpose software development kit (SDK). Brands that billions of people use can run Google’s ARCore, such as LG, Huawei, Motorola, and Samsung.

   Google, Apple, and other manufacturers are investing heavily in hardware and software to make AR ubiquitous. Most phones on the market support WebAR, the web-based augmented reality approach that is even more widespread than the mobile app-based one. This makes WebAR an appealing means of reaching the broadest possible audience of people looking to merge digital creations with their regular environments.

   Most Popular WebAR Frameworks

   

   Frameworks make the WebAR development process easier, providing developers with a solid foundation on which to build apps. There are many frameworks from which to choose, differing in features and popularity. They often use the JavaScript language, which is included with most web browsers.

   Popular open source WebAR frameworks include AR.js, JSARToolKit, and Three.ar.js. The last-mentioned is a library for the widely used Three.js framework, enabling developers to build web-based augmented reality programs that take advantage of Google and Apple features. AR.js is known as a light and easy framework that uses Vuforia for marker and image tracking. It can work with Three.js or with the A-Frame library.

   Another important WebAR framework is called X3DOM. The platform enables web developers to incorporate augmented reality content into web pages, directly within the HTML itself. This eliminates the need for any external plugins or libraries, as the scene is now an integral part of the page. Just as you can already include a paragraph or image with an HTML tag, X3DOM lets you include a 3D element with an HTML tag.

   Each of these open source WebAR frameworks typically has a GitHub page where anyone can access the source code. These repositories include documentation on how to install and use the frameworks. If over the course of development, you make any modifications to the frameworks themselves you can also contribute these back to the projects.

   With a WebAR framework, you can start an entirely new augmented reality project as well as add AR content to existing web apps. That’s a key advantage of using these web frameworks: they give you powerful AR functionality with the adaptability of web scripts.

   Top WebAR Tools

   

   WebAR tools differ from frameworks in not only having the basic infrastructure to assemble augmented reality products but also multiple additional features to support the entire WebAR development process. Examples of such tools include functions for tracking and modifying people’s faces or bodies, or for tracking objects and images and other aspects of the environment. These tools can also assist with tasks before and after development, including distribution.

   A case in point is 8th Wall, a popular WebAR platform that drives some exceptional augmented reality content made by RPR. With 8th Wall, developers have an expansive resource available to produce interactive experiences for even the most elaborate needs. Large enterprises in many verticals use this WebAR framework, which enables businesses to work with a premier partner and achieve spectacular effects.

   8th Wall’s Cloud Editor contains development features like a code editor, a debugger, and templates. The product also supports collaboration and publishing. When developing with the framework, it’s easy to manage code and assets while seeing your creation as it progresses. Further, this tool has well-documented interoperability with general 3D frameworks such as Three.js, A-Frame, and PlayCanvas.

   Other WebAR tools include Banuba Face AR, which specifically focuses on augmenting people’s faces, as well as Blippar and Zappar. Blippar offers a developer toolkit plus its own development services. Like 8th Wall, this can interoperate with 3D frameworks including A-Frame and PlayCanvas. Zappar also offers a comparable toolset to 8th Wall, with features like face and image tracking and WebAR publishing.

   Developers now have access to an extensive range of WebAR toolkits that can simplify production. Which framework or tool should you use? It depends on the complexity of the project and the skills of the developer. You can also turn to a reliable development partner like Rock Paper Reality for all of your WebAR development needs.

   Making the Creative Assets and Environments

   Developing WebAR content isn’t only about the code, it’s also about the 3D content itself. For this reason, there are numerous technologies available to aid in producing the creative assets and environments that create engaging experiences.

   Making augmented reality content involves adding 3D graphics to the underlying scene. Fundamentally, web browsers accomplish this by using the web 3D standard called WebGL. However, for developers, there are higher-level libraries available. We have already discussed some of these libraries as they are supported by WebAR tools such as 8th Wall. For example, Three.js, A-Frame, and PlayCanvas all work with 8th Wall.

   

   Using a 3D library adds another layer of technology while simultaneously decreasing developer effort. Without these libraries, developers would be forced to create more complicated low-level code.

   Three.js and A-Frame

   Three.js includes tools to add and modify objects, thereby enabling the production of an interactive scene in JavaScript. A-Frame complements Three.js by adding HTML-based structures, making it even simpler to generate 3D content.

   Another nifty feature of A-Frame is the visual inspector, which lets developers look at any element in a scene to analyze the data. A-Frame comes with various facilities: lights and shadows, audio that can be placed within scenes, and geometries and materials. It even offers advanced features such as particles and other physics-based systems.

   PlayCanvas

   PlayCanvas also uses WebGL to produce 3D graphics. However, this platform presents itself as a web game engine. It includes an editor similar to that of the well-known game engine Unity. Team participants can chat with each other while working in the browser-based editor. The technology allows for impressive visuals as well as high-speed interactivity.

   WebGL

   WebGL, which stands for the “web graphics library,” replaced several earlier attempts to make rich experiences feasible over the internet. It has subsequently become the gold standard in web browsers, making it ideal for facilitating WebAR asset development.

   WebGL expands on the lower-level OpenGL to produce interactive 3D graphics. Through JavaScript, it is able to connect with frameworks and tools for developing augmented reality scenes.

   Even with all these different methods available to simplify WebAR development, the process can still seem confusing. Not to worry, there are businesses like RPR to aid marketers with WebAR.

   Putting It All Together

   Taking all these elements and approaches into consideration, how does one build a WebAR experience? To plan and produce WebAR, as with other marketing efforts, it makes sense to start with your goals. Marketing goals direct the rest of the project, focusing on your development decisions.

   What are you trying to achieve with a WebAR experience? The value that it adds to your marketing program is what motivates the development of the scene from start to finish. When you know how you want to connect with customers, you’re better equipped to strategically steer the customer journey.

   

   Start with an overview of who your customers are, how they will connect with your WebAR content, what they are likely to do with it, and what information you want to provide them with. This tells you which elements you’ll need in order to make a fun and shareable scene, thus also informing your development choices.

   Developers can use this summary to produce a wireframe that visually arranges the AR experience. From there, the process moves on to the creation of a mood board and a storyboard to flesh out the details. This then segues into the code and artwork themselves.

   WebAR developers can use the frameworks and tools discussed above to turn the initial idea into a functional product. For instance, you can work with an AR partner like Rock Paper Reality which uses 8th Wall to produce exciting WebAR experiences. Thanks to the growing reach and popularity of WebAR, it’s possible to promote the site to the majority of your prospective customers.

   Choose a dedicated AR partner

   Working with a dedicated AR partner ensures that you have the right software development kit, framework, and programming know-how. They can also inform you of methods to optimize the scene and even aid with marketing tactics.

   We can see the WebAR development process as consisting of three stages. Before the coding itself, we have the planning. Then there is the 3D animation that involves technical tools. Afterward, we have publication when the augmented reality goes live. Having a proven partner on your side ensures that all three of these stages work together successfully.

   Simplify WebAR Projects With Rock Paper Reality

   Developing a WebAR project is a complex procedure. The selection and use of effective frameworks and tools pose a challenge for those unfamiliar with this exciting new technology. The wrong tools can slow down or even derail a project, resulting in frustration instead of ROI.

   If you’re considering a WebAR project and want to maximize the likelihood of a smash hit, partner up with a battle-tested veteran. RPR has over a decade of industry experience. We have made the world’s largest WebAR project as well as setting many firsts.

   With the technology’s supported base of over 3.5 billion devices, WebAR stands out as the winning choice to deliver your marketing efforts. Popular frameworks empower developers to program 3D digital models that people can interact with on their phones, anywhere they go. There are also tools for collaboration and production, but knowing which frameworks and tools to use is no easy feat.

   To take your idea and make it into augmented reality is a multi-step process. Simplify your WebAR project with Rock Paper Reality. Contact us now!

2. Is WebAR Better than AR Apps?

   Thu 24 March 2022 12:10 am Leave a Comment

   Augmented Reality (AR) is a hot technology for combining digital imagery with what we see organically. There are two common approaches to delivering AR experiences: custom apps and web-based experiences (WebAR). These two techniques are battling it out in the marketplace, with one approach is coming out ahead… and for good reason.

   Augmented reality has exploded in popularity. In the coming years, experts predict there will be 1.7 billion mobile AR users globally. This represents a stunning rise of 1.5 billion from the 200 million users in 2015. The broader market for extended reality (XR), which includes not only AR but also the related technologies virtual reality (VR) and mixed reality (MR), is expected to expand dramatically from $30 billion to $300 billion by 2024.

   If there’s a massive technology trend, this is it; but it’s critical to know the difference between WebAR and AR apps.

   What is WebAR?

   Web-based augmented reality, or WebAR, is the use of standardized web technologies to produce AR experiences. It works in real-time, through a web browser on the user’s smartphone or other devices. Users don’t need to download any apps, as commonly available platforms already support the technology.

   WebAR automatically works on any browser regardless of the hardware or operating system. This eliminates the need to download custom apps. This is an important consideration because studies show there’s a 50% drop in engagement when users have to go through a download. After that, only 25% of people use the app beyond the first interaction.

   WebAR is easily accessible with just a simple URL link, scan of a QR code, or tap on an NFC tag. This enables AR experiences to be enjoyed across most mobile devices and browsers without requiring users to download an entire application. This broad accessibility means WebAR reaches twice as many mobile devices as its app-based counterpart. This lowers entry barriers for users and ensures a broader reach for content producers.

   

   AR’s reach is making big waves in the marketplace. Swedish furniture retailer Ikea is leveraging Augmented Reality so customers can, through their smartphones, preview how furniture looks in their homes before they buy. Michael Valdsgaard, head of the company’s digital transformation efforts has described the potential uplift in sales from AR as a “dream scenario” for Ikea.

   “Most people postpone a purchase because they’re not comfortable making the decision if they aren’t sure the color is going to match [the rest of the room] or it fits the style. Now, we can give them [those answers] in their hands, while letting them have fun with home furnishing for free and with no effort.”

   The same technique can also work with food and beverages, clothing and accessories, and practically any other product or service. WebAR is a web-based Augmented Reality technique to engage with audiences in a fun and easy manner. With investment dollars pouring in, WebAR is on course to become an essential part of the web and the economy.

   What Are AR Apps?

   AR apps are Augmented Reality programs written specifically for a platform such as Android or iPhone. AR apps require custom software development, making AR apps more expensive than WebAR.

   

   There are several different software frameworks for coding AR apps. These include versions by Apple and Google for their respective mobile operating systems, as well as JavaScript versions for any device. A developer can use these frameworks as part of the process to develop a custom AR app.

   AR apps not only cost more to develop, but they can interrupt the user experience. An AR app requires users to download and install it. Right away, you’ve lost many potential customers as many people are turned off by having to download an app to enjoy an AR experience.

   In some instances, there are methods to accomplish a project goal with either AR apps or WebAR that differ mainly “under the hood,” i.e. in their technical approach. For example, AR app frameworks include tools for locating users within scenes, while WebAR can do the same using its own functionality. AR apps with their custom coding can access some of the lower-level features of a mobile device, such as graphics co-processors.

   Developers can enable the same fundamental AR experiences with either custom apps or WebAR. The differences have to do with which tools and techniques they will use and how customers run the content. AR apps started off as the default method to build experiences, then WebAR came along and expanded on those experiences.

   Top WebAR Advantages

   As opposed to developing an app, implementing WebAR does not require any coding experience or knowledge. Usually, all it takes is a QR code that will direct users to the web-based AR platform and you’re good to go. WebAR is easier to develop, easier to maintain, easier to track with analytics, costs less, and requires no updates.

   Compatible With Most Web Browsers

   WebAR works with the browsers that people already have and use. You can run WebAR experiences on Google Chrome, Apple Safari, Microsoft Edge, Mozilla Firefox, and others. This makes it much more accessible than downloaded apps. Around three and a half billion Android and Apple devices already support WebAR.

   The cross-browser compatibility of WebAR also makes it much simpler to develop. You create the experience once and it runs the same on any browser or operating system. Gone are the days of having to write a completely different app for each platform you want to support. Users just browse to your website and immerse themselves in a WebAR experience. Whether someone follows a web link from Firefox on Android or snaps a QR code from Safari on Apple iOS, they get the same Augmented Reality experience.

   You can offer your customers a range of other choices to access WebAR experiences. Send them short URLs or SMS text messages, embed NFC chips in your products, or offer links from social media platforms such as Facebook, Instagram, or LinkedIn.

   No Downloads, No Hassle For Users

   People are reluctant to download software onto their phones, especially for one-off applications that will clog their systems. This reluctance prevents many AR apps from ever getting used, but WebAR is immune since it involves no downloads.

   WebAR reduces the number of steps for users from six (as is the case with downloaded apps) to just two: start the WebAR experience, then allow camera access. This is much easier for people and results in more users of your Augmented Reality experience. You want as many users as possible, WebAR accessibility makes this possible.

   Since WebAR offers the same basic experience as AR apps but without the downloads, this web-based technology is rapidly gaining traction in the marketplace. Developers recognize that having to download and install an app represents the largest hurdle to adoption. The lack of any downloads also makes WebAR faster to deploy. Users don’t have to wait for a large download to finish before they can enjoy their AR experience. Instead, they can just tap on a link and begin their AR journey.

   No App, No Updates Required

   Since WebAR does not require users to download an app, they also don’t have to update any apps. When apps force people to update it frustrates customers. WebAR does away with forced updates. Instead, automatically deliver new content through your website, with minimal effort or disruption for the user.

   People who use your WebAR experience will have the latest version of your content. That’s what’s available on your site. And their software is up to date too, since it’s the web browser that they’re already accustomed to running. Thus WebAR is easier and safer for users in comparison to downloaded AR apps that customers would need to update.

   Easy To Track Analytics

   Since WebAR works through the web, it gives you access to detailed analytics, such as user behavior. This valuable data helps you to better understand your customers and how they engage with your content. Here, RPR offers you a custom analytics dashboard that is compatible with Google analytics.

   WebAR analytics offers the information so you can assess how people respond to your marketing efforts. In addition to measuring how many likes or shares your WebAR projects garner, it also offers more detailed data including dwell time (how long people engage in the experience) and spatial analytics (which areas of a scene people use).

   Pageviews (when a browser loads a page on your site) are the starting point in any analytics report. Every load event, including refreshing the page, is counted as a single view. Analytics count page views from a single user (IP address) to record users’ frequency and return rate. Are people watching your content often, or just once? Are people tapping your links or scanning your QR codes? This data can help determine the replay value of the WebAR experience. The better the replay value, the more cost-effective the WebAR investment is.

   Dwell time is another solid indicator of how compelling your content is. Do users leave a five-minute WebAR experience after a few seconds, or do they watch the whole thing? On average, people spend around two minutes on WebAR content. A longer dwell time indicates more compelling content.

   Engagement rate is a social metric that measures the level of interaction of WebAR content among users. Instead of simply counting the number of likes, shares, and comments, it follows a formula that divides total interactions by the number of followers and then multiplied by 100. This provides a better, more accurate measurement of content performance compared to absolute measures such as likes, shares, and comments. It standardizes the measurement of social actions, making it easier to compare multiple different experiences against each other.

   Measuring audience engagement allows you to feed the statistical knowledge into your future projects. You can then target the channels that perform well. WebAR increases average dwell time as well as conversion rates. Prospective customers feel a greater connection with products and develop a more favorable opinion of brands that use WebAR. Over half of major brands are now turning to immersive technologies like these to build brand image.

   Spatial analytics is a new measurement category specifically for AR and VR. It uses data from users immersed in the experience, measuring how much time they spend on specific areas or objects within the scene. The summary statistics tell you which content is captivating and which content is less interesting. Armed with these insights, you can make the necessary tweaks to optimize the user experience.

   WebAR experiences incorporate data from Google analytics including the number of visits, the number of unique visitors, and the number of users who allow camera access. These nuggets help paint a detailed picture of your users. For instance, you may have thousands of visits from a few hundred visitors who are referred to your site from a search engine, or you may have ten thousand visits each from a different visitor, referred from several different websites.

   Given that the WebAR experience requires the use of a camera, the metric that records the number of visitors who allow access to their cameras gives a precise indication of the WebAR’s acceptance rate to play. Rejecting the request for camera access is equivalent to abandoning the experience before it even started.

   Pulling together the various data from analytics, you can determine whether you have many visitors but low engagement, or few visitors but higher engagement, or many unique visitors with high engagement focusing on certain of your spatial assets. These combined insights give you the information you need to enhance your AR offerings.

   Easy To Build

   Developing WebAR experiences is markedly easier than developing full-blown AR apps. Developing WebAR projects is similar to building ordinary websites, but with the addition of libraries for such features as detecting the device’s location and orientation, and producing 3D graphics.

   By contrast, developing custom AR apps requires more intensive coding with platform-specific toolkits. This approach also entails testing and distributing the app, which adds to the cost and complexity. Using the simpler WebAR allows you to start small and expand.

   Also, thanks to its use of standard web technologies, WebAR is easy to combine with other solutions. For instance, developers can use AJAX for updating the webpage in real-time, and social media APIs to log users in and facilitate sharing.

   Low Cost, Low Maintenance

   WebAR is much more affordable to produce than custom AR apps, and also much easier to maintain. Compared to the demanding process to write and maintain AR apps, WebAR is more like running a website… the tools are there to make this fairly straightforward and manageable.

   

   While WebAR costs less and is easier to maintain, it retains the core features of Augmented Reality including 3D animations and portals. Much of the cost of developing traditional AR apps go into producing and maintaining a complex software program, which is unnecessary when one uses the available functionality of a web browser.

   Crafting a WebAR experience costs considerably less than developing a traditional AR app, and operational expenses are drastically lower too. You can reinvest some of the savings into improving your content, or pocket it as profit.

   WebAR: Are There Any Drawbacks?

   As with any technology, there are some drawbacks to WebAR. Running an augmented reality experience within the web browser constrains the available memory and features somewhat, resulting in fewer bells and whistles than AR apps. Nonetheless, WebAR supports enough features for most purposes.

   WebAR has somewhat higher latency than traditional apps, meaning certain scenes may not seem as responsive. With modern devices and data connections, this shouldn’t pose too much of an obstacle. An AR app’s direct hardware access also allows for certain user interface features that web browsers may block, which may come in handy under certain circumstances.

   Due to the constraints on hardware and network resources, WebAR experiences are generally slightly shorter and less detailed than traditional AR app experiences. For most use cases, however, WebAR more than compensates due to its accessibility on all smartphones. For extremely detailed scenes, however, one may prefer to develop a more expensive AR app.

   Integrate WebAR For Your Business

   Ultimately, WebAR and AR apps offer the same core functionality, but there are marked differences between them. WebAR makes use of a web browser to deliver Augmented Reality functionality, which means it can be run on any device with graphics capability. It also eliminates hardware costs for users (i.e. purchasing an AR headset). In contrast, AR apps require a specific platform in order to run, an added expense for businesses seeking that functionality.

   Unlike app-based AR that requires the user to download and store an application on their phone (taking up time and space), WebAR is app-less, requires no downloads, and is a lower barrier to entry for users. AR Applications take 6 steps to initiate, while WebAR only takes 2. It’s no surprise that WebAR is exploding in popularity, with many companies already investing in it and millions of people using it each day.

   WebAR is definitely the better choice if you’re looking for a more versatile, analytics-driven, frictionless, less resource-dependent tool to offer AR experiences directly from users’ smartphones. This technology enables users to participate in a uniform AR experience across various devices, browsers, and operating systems without the hassle of an app download. WebAR simply costs less and is easier to maintain and is rapidly replacing costlier traditional AR apps as the go-to method to bring one’s message to market.

   WebAR enables people to instantly access AR without a download. This results in a smooth user experience, greater reach, higher conversions, increased shareability, and ultimately, more sales. In order to get the most out of WebAR, it’s important for brands to find a competent and experienced AR partner. Rock Paper Reality (RPR) is a veteran in the industry with over a decade of experience at the cutting edge of this technology.

   RPR has created dozens of successful WebAR campaigns for brands such as Lenovo, Microsoft, and Netflix. Working with clients from conception to deployment, RPR has provided partners with the benefits of best-in-class Augmented Reality.

   Looking to leverage WebAR to take your marketing efforts to the next level, get in touch with the Rock Paper Reality team today lets us help you offer customers a compelling experience that’s as easy as browsing the web.

   Before you go, check out our WebAR hologram of RPR’s CEO grooving… but only if you promise not to judge (or steal) his moves… Start your AR experience now!

   

3. How Does Web-based Augmented Reality Work?

   Fri 28 May 2021 1:35 pm Leave a Comment

   The applications of web-based augmented reality are only limited by a developer’s creativity.

   Web-based augmented reality (webAR) is a technology that allows users to access AR experiences directly from their smartphones. As there’s no need for any downloading, people can enjoy the immersive and unique experience of AR on-demand, on most operating systems, mobile devices, and web browser.

   Not only is webAR enjoyable for audiences, but it can effectively deliver marketing messages. Studies show that by adding interactive elements to content, recall is increased by up to 80%.

   WebAR is dependent on technologies that are present across most mobile devices and browsers. This gives it widespread accessibility and uniformity of experience.

   So, how does WebAR work, and why is it so effective?

   How is WebAR Different from App-Based AR?

   Application-based AR is only accessible via download from an application store. This type of AR technology allows for complex experiences as it makes effective use of a device’s features, memory, and performance. This translates to impressive visuals, animations, and interactivity.

   However, app-based AR introduces an additional layer that reduces its audience reach. Many people are turned off by having to download an app to enjoy an AR experience. There’s a 50% drop in engagement when users have to go through a download. After that, only 25% of people use the app beyond the first interaction. Compatibility across different devices and operating systems are also expensive to deal with when developing app-based AR.

   WebAR, on the other hand, is easily accessible with just a simple URL link, scan of a QR code, or tap on an NFC tag. This enables AR experiences to be enjoyed across most mobile devices and browsers without requiring users to download an entire application. This broad accessibility means that WebAR reaches twice as many mobile devices as its app-based counterpart.

   Web-based augmented reality also enables agencies to provide their market with a uniform experience across all platforms. Although WebAR is limited by the memory-light nature of browser experiences, it more than makes up for it in potential market reach.

   How Does WebAR Work?

   Web-based AR uses a mobile phone’s sensors to enable digital content to be be placed and tracked within the physical environment. Using these sensors and computer vision, AR technology can delivering animated 3D experiences, videos, target detection, and interactivity.

   WebAR experiences are set to continue growing in complexity and depth due to mobile browsers adding additional support features. This includes allowing AR to use the device’s RGB camera, gyroscope, accelerometer, orientation, and magnetometer.

   There are four essential features to most WebAR experiences: six degrees of freedom, camera stream, scene understanding, and cloud-based CMS.

   Six Degrees of Freedom (6DoF)

   Web AR requires six degrees of freedom to place a digital model within a real-world environment. This means that webAR needs the ability to track a model’s three axis of orientation and three axis of position, enabling control over a 3D image.

   Camera Stream

   Camera stream access is how webAR technology synchronizes the virtual and real world. To enhance a physical environment with an AR experience, an RGB camera needs to be used to provide perspective and field of view.

   Scene Understanding

   WebAR requires scene understanding to place a 3D object within a physical space. This is a mobile device’s ability to map a surface and estimate the surrounding light in the environment.

   Cloud-Based CMS

   Finally, webAR is completed with cloud-based CMS (content management system), which gives users access to an AR experience through various triggers. These triggers are normally QR codes, but may also include links, markers, or even a user’s face. By enabling users to access webAR with a simple capture of a lens, interactive content can be embedded anywhere.

   

   What are Popular App-based AR Frameworks?

   ARKit

   ARKit is Apple’s AR framework. It’s designed to create augmented reality experiences exclusively for iOS platforms. ARKit comes with a host of features, including plane detection, AR world map, anchors, face tracking, image tracking, and model embedding.

   The major advantage of ARKit over other platforms is that the Apple ecosystem makes AR development more accessible. It’s also constantly being improved with new features.

   ARCore

   Google’s answer to ARKit is ARCore. It’s a free-to-use platform that supports AR development for both Android and iOS platforms. Similar to Apple’s platform, ARCore comes with all the essentials such as face and motion tracking, cloud anchors, light estimation, and plane detection.

   ARCore has a powerful environmental understanding, which allows for smooth integration and movement of models in a real-life environment. This seamless object placement makes the framework a particularly effective tool for e-commerce use.

   AR.js

   AR.js is an open-source library for web-based augmented reality development. This framework is designed to make it simple for users to create engaging WebAR experiences.

   Despite its user-friendly nature, AR.js is able to handle 60 FPS experiences across Android and iOS platforms. It’s also capable of using marker- and location-based AR technologies. Best of all, it’s free-of-charge and open source, so improvements are both innovative and frequent.

   Vuforia

   Vuforia is an app-based development framework that’s powerful and user-friendly. It features advanced markerless AR technology, allowing for improved stability when placing digital objects in a physical environment. It also has the capacity for instant viewing of models from different perspectives using the “Model Target” feature.

   Users engage with the platform through Vuforia Studio, which is an easy-to-use drag-and-drop application. It allows developers with even rudimentary programming and design skills to build creative and engaging AR experiences. It’s also compatible across Android and iOS platforms.

   Conclusion

   WebAR is an exciting technology that enables companies to reach their audience in a frictionless, creative, and memorable new way. Furthermore, it’s set to keep increasing in power and performance as support from the big tech companies continues to grow.

   Rock Paper Reality (RPR) is an augmented reality agency specializing in providing start-ups to Fortune 500s with cutting-edge WebAR experiences. With over a decade of experience at the forefront of the AR industry, RPR has created dozens of successful AR products.

   Working closely with clients from concept to deployment, RPR maximizes success by harnessing the full performance and power of web-based augmented reality.

4. WebAR vs Apps | Why Web-based AR Outperforms Apps

   Fri 7 May 2021 1:35 pm Leave a Comment

   Augmented reality (AR) allows us to see the real world in front of us with a digital augmentation laid over it. For example, web AR technology can place a digital sofa in your room, a painting on your wall, or an interactive, multi-player game on your table.

   Despite its past wrap for consumer experiences, AR has many applications beyond gimmicky entertainment. Businesses use it to enhance virtual shopping, training, navigation, modeling, gaming, and even equipment maintenance and repair.

   There are two primary ways for people to experience AR. One is application-based AR, and the other is web-based augmented reality. While app-based AR does allow for a wider range of features, webAR is much more accessible and user-friendly, making it a more effective choice. Read on to learn more about the advantages of Web AR technology.

   App-based AR Technology

   App-based AR provides an immersive augmented reality experience that is accessible through downloadable apps. This kind of AR is developed using tools that have a powerful object, depth, surface, and lighting recognition. This allows for extensive placement and tracking of objects in detailed rendered environments.

   Developers deploy app-based AR using two primary computer vision frameworks: ARKit and ARCore.

   ARKit

   ARKit is Apple’s AR computer vision framework which developers use to create apps exclusively for iOS devices. It has many of the same powerful features as ARCore, such as light estimation, image tracking, and motion capture.

   However, ARKit does have some key differences from ARCore. The most important is that support from the Apple ecosystem allows for easier development. Apple improves ARKit by regularly adding new features and upgrades, making it the tool of choice for many developers. ARKit comes at a price of $99 per year.

   ARCore

   ARCore is Google’s toolkit to create app-based AR. Its biggest edge over ARKit is its versatility, as it supports development for both Android and iOS platforms. It’s also free-to-use. Google Playground is an example of a well-known Android application that uses ARCore as its framework.

   Also, the introduction of LiDAR Scanner in the new iPhone line accelerates the potential of web AR. The new LiDAR Scanner allows rapid plane detection, which allows instant placement of AR objects in the real world. Without scanning the entire scene, it creates a more responsive AR experience.

   Pokémon Go is a popular example of an AR technology application deployed on both iOS and Android devices. As such, it is developed with ARCore and ARKit.

   Web-Based AR Technology

   WebAR is an augmented reality experience that is accessible through a web browser instead of an application. This offers users convenience as there is no need to download a full app. Due to this reduction in steps, WebAR has generated huge demand from companies looking for a frictionless AR option.

   Compared to its app-based counterparts, web-based augmented reality does have somewhat limited features. This is because some supporting frameworks are still undergoing development, as well as the data-light nature of browsers. It does allow for less-complex animations, video, image target detection, and interactivity.

   The potential of Web AR technology is rapidly growing as mobile browsers fast-track support. Browsers now allow Web AR to use the camera, gyroscope, magnetometer, and accelerometer of devices, giving developers the tools needed to produce creative experiences.

   Key Differences Between Apps and Web AR Technology

   App-based AR has more features than web-based augmented reality due to its ability to make use of higher levels of technology. This enables developers to create a wide range of experiences such as multi-player gaming, indoor way-finding, and much more.

   The better-quality computer vision that ARKit and ARCore offers is the greatest advantage app-based AR has over Web AR. Performance is also better on an app, as higher memory allows for better animation and interactivity.

   The biggest drawback of app-based AR technology is getting users to download an application. It’s a data-intensive step that many people would rather do without. Furthermore, it’s more challenging and requires more QA testing to make an app that’s compatible across different phones and operating systems.

   On the other hand, Web AR allows users to interact without having to go through any additional steps. Accessing it is as simple as scanning a QR code that links to an AR-enabled website. This enables greater reach, conversions, and engagement, translating to higher sales.

   This accessibility has enabled Web AR to reach twice as many mobile devices as its app-based counterpart. It’s particularly attractive to companies seeking to provide their users with a uniform experience across multiple platforms.

   Yes, Web AR does not have as much power as application-based AR, but by incorporating creative workarounds, it still offers a very effective and accessible experience.

   Popular Web AR and App-based Deployments

   Saatchi Art

   

   Saatchi Art used web AR technology to allow their users to view over 1.4 million works of art in their home before purchase. This feature sought to boost sales by addressing findings that 70% of art buyers are hesitant to make a purchase before previewing an artwork. This deployment helped Saatchi Art’s mobile transactions grow 100% year-over-year in Q2 2020.

   American Heart Association

   

   The American Heart Association used web-based AR to release a set of interactive characters, games, and features. Distributed to over 18 million children across the US, over an incredible 37% of them engaged with the AR. This raised over $9.4 million through the mobile app alone.

   Engagement Statistics

   AR technology is a rapidly growing space, and many companies are beginning to take notice. ARtillerly Intelligence released a report projecting revenue from AR to surge from $4.98 billion in 2019 to $12.19 billion in 2024.

   This massive growth comes as no surprise if you take a look at how successful and popular AR is. Consumers are very receptive to it, with 48% of them more likely to shop at a retailer offering AR experiences. It also has a 70% higher memory response rate and 4x longer view time compared to the video.

   Brands also have huge success using AR. L’Oréal tripled conversions after allowing customers to try on make-up using AR technology. Herschel Supply Co used AR furniture visualization and subsequently reported a 152% increase in revenue per visit.

   Web AR is far more effective in reaching users than app-based AR. There’s a 50% drop-off in engagement for experiences that require downloading. Even after an AR app has been downloaded, only 25% use it beyond the first interaction. Put together, an AR application stands to lose up to 90% of its audience, with only 10% of users re-engaging.

   Conclusion

   Web AR technology is clearly the way forward for companies seeking to maximize their engagement by offering users a seamless augmented reality experience. Its greatest asset is its instant accessibility across multiple devices and platforms.

   Working with companies ranging from startups to Fortune 500s, Rock Paper Reality (RPR) is a veteran Augmented Reality agency that develops best-in-class Web AR content. RPR works effectively from start to finish, creating and executing strategies proven to drive brand awareness, engagement, and revenue growth for clients including Microsoft, Sony, and Netflix.

5. The Challenges Behind Web AR Campaigns

   Sat 16 January 2021 12:09 am Leave a Comment

   Augmented Reality has changed the face of marketing and customer interaction. While app-based AR has slowed down the pace of AR integration into marketing campaigns, Web AR is making up for the friction. But there are still challenges associated with successfully executing Web-based AR campaigns.

   Web-based augmented reality enables the user to access the AR experiences through the smartphone without downloading an app. When users scan a custom URL or QR code using their phone’s camera, the AR content comes to life in the user’s environment through your mobile browser.

   Curious to see how it works? Check out our CEO’s hologram in action. Here’s a preview:

   

   All Android 6.0 and above devices support WebAR experiences, using the gyro and accelerometer. In the case of iOS, all iOS 11 and above devices can provide this type of experience to their users. Considering this makes up the majority of compatible operating systems and devices, Web AR is now increasingly accessible and becoming more popular every day.

   Companies use web-based AR to delight customers, market products to a broader audience, and engage customers in a simple and interactive way. Web-based AR revolutionizes the way customers engage with brands, from Saatchi Art’s virtual displays of over 1.4 million artworks to Microsoft’s holographic modeling on fashion platforms.

   Common Web AR Challenges

   While revolutionary, Web-based Augmented Reality is still a relatively new technology and has its limitations. The browser has less memory than an app, which can translate into limited 3D rendering capabilities and reduced fidelity in visuals. Since browser performance is dependent on your internet bandwidth, complex experiences can lag if they are too large and your speed is too slow.

   Given WebAR challenges with performance, computer vision (tracking), and activation, it is important to understand the limitations before embarking on a new project.

   Limited Computing Capability

   As opposed to a native app that can access all the devices’ capabilities, a web page can only access certain parts. The two core parts of the AR system are tracking and registration, both of which are the most computationally intensive parts.

   Similarly, rendering capabilities are also limited on web browsers. This makes running complex, photorealistic images of 3D models resource-consuming.

   

   Over the past decade working in AR, RPR has developed techniques for optimization and deployment strategies for 3D assets. These strategies create performative content that doesn’t lag and meets WebAR computing limitations.

   Limited Battery Capability

   

   Mobile device batteries last the longest when using standard applications and mobile phone functionalities. Web-AR uses your camera sensors, information analysis, computing, and display resources in order to function, which can quickly drain the battery if not developed right.

   One solution to this limitation is using the cloud to offload computing pressure. However, this makes the process reliant on network conditions.

   Limited battery capability is an issue for both app-based and web-based AR. However, RPR’s proprietary optimization techniques for 3D content help increase performance, reduce processing, and improve battery life.

   Network Delay

   Current mobile networks have a limited data rate, which delays real-time operations required for AR experiences. Since Web-based AR is browser-based, the experience relies on the mobile network or WiFi.

   With the development of the 5G communications network, it is expected that the network delay issue will be reduced. For the time being, RPR’s content optimization techniques improve web-based experiences significantly.

   Lack of Education Around Using QR Codes for Web AR

   QR Codes have been around since the 90s but only started becoming popular in the 2000s, as mobile phones became increasingly widespread. Even ten years ago, 72% of consumers stated that they had seen a QR code, but 30% did not know what it was.

   Fast-forward to 2019, 37% of the U.S. population has used QR codes, and the use of QR codes throughout COVID-19 for menus, check-ins, and more has further educated the masses on how easy it is to initiate a web-based experience by scanning a QR code with your phone’s camera.

   

   While an improvement, we are far from making QR Codes ubiquitous. Consumer Packaged Goods (CPG) companies that integrate Web AR into their campaigns largely rely on the user clicking hyperlinks or QR codes.

   Therefore, educating consumers on how QR codes work and why they matter is imperative to the greater adoption of Web AR.

   Benefits still outweigh the cons

   Web AR is a two-step procedure that engages with users in an innovative way that outperforms traditional marketing and advertising, resulting in higher conversions. Web-based AR increases brand retention, loyalty, and intent to purchase by engaging customers through personalized experiences that are interactive and exciting.

   Other benefits include:

   • Extensive insights by tracking the audience’s interest and brand engagement through Google Analytics and custom analytics dashboard ;
   • Increased purchases and conversion rates up to 520%;
   • Better audience targeting and retargeting compared to app-based AR;
   • Can be easily integrated into an existing website.

   When will these Web-based AR Challenges be Solved?

   

   While web-based AR is still new, there are measurable developments happening throughout the tech industry improving the performance and making it accessible to companies and users.

   The 5G communications network is predicted to solve network delays, while web browser improvements made by Google, Apple, and other major players will reduce the Web AR challenges we face today.

   For example, Quick Look is making major advancements within built-in Apple apps such as Safari, Messages, Mail, News, and Notes. Quick Look allows users to access AR experiences on the iPhone and iPad. It also enables developers to embed Quick Look views on websites, allowing users to see far more detailed object renderings in the real-world.

   Considering the limitations, it is necessary to adapt and take advantage of web-based AR’s strengths and not the restraints. This means that developers and marketing specialists need to follow the best AR development practices. It is also imperative to make the right creative decisions and focus on what user challenge you’re truly trying to solve so you can deliver effective Web AR experiences.

   Rock Paper Reality is not only focused on creating cutting-edge WebAR experiences but also on guiding companies to make the best strategies for deploying these experiences for their brands. RPR’s AR Blueprint is designed to discover the client’s program goals, create a Web-based AR experience that meets these objectives, all while maintaining your branding and style guides.

   Lastly, our solutions are designed to surpass many of the Web AR challenges that face the AR industry and push WebAR technology to its limits.

   See Also: Web AR Examples