Author Archives: Preston Platt

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1. Here’s how to level up your brand’s marketing with 3D video production

   Thu 20 February 2025 3:48 pm Leave a Comment

   Are you investing in immersive experiences or digital content like games, but struggling to get enough reach? You owe it to yourself to promote your experiences with high quality 3D video production that generates excitement and reaches a larger audience. You’ve probably already created the 3D assets anyway – so why not get more use out of them?

   The number one mistake we see digital marketing teams making is that they build an engaging and impactful immersive or digital experience – but then they don’t promote it. After all that effort of building the experience, brands are all too often left wondering why it didn’t have the impact they wanted.

   Take Pokémon Go, the most successful AR game of all time. A major factor in the game’s success was an irresistible launch video, which has generated 48.6 million views to date. Sure, when fans have downloaded your game you can win them over with impactful gameplay – but first you have to get people in the door. A promotional video is by far the best way to reach audiences and establish awareness, and a 3D-animated video is the best of the best.

   Key Takeaways:

   • Why choose 3D animated video over traditional filming? Whether it’s ultra-realistic product showcases or entirely virtual brand worlds, high-quality 3D video production gives you the control you need to bring your vision to life without creative boundaries. It also gives you the building blocks to create variations with ease across regions or for different campaigns. Don’t like that tree there? Just move it!
   • Extend Your Reach: if you’re building a game or an immersive experience, you have to promote it with a compelling video or you will be disappointed with your metrics. There’s a reason the film industry spends as much on marketing as they do on the production itself! 3D video production allows you to take the digital assets from your experience and use them to create a video that can be shared across channels and consumed easily to extend your reach and generate excitement.
   • Creative Flexibility: With 3D design software and real-time game engines, there are no creative limitations when it comes to showcasing your brand in unique and surprising ways. From gravity-defying experiences to imaginative worlds, 3D video production expands your storytelling capabilities.
   • Reusability & Cost Efficiency: Your existing 3D assets can be repurposed for 3D animation videos and reused across multiple projects, reducing costs and speeding up production without sacrificing content quality.
   • Key Benefits: Brands that integrate 3D animation videos into their marketing strategy can expect higher engagement, boosted conversion rates, a stronger appeal to younger, tech-savvy generations, and enhanced organic reach by creating highly shareable videos for social media.
   • AI Impact: Generative AI is rapidly evolving in this space and presents an exciting future to reduce the cost and complexity of creating high quality 3D video production. However, today it is still exploratory and doesn’t give producers the necessary control to achieve their exact vision.

   

   This is why quality 3D video production should be an essential part of your toolkit

   When you showcase your experience with a showstopping 3D video, you give your promotion an extra dimension. Attention spans are down to the length of a TikTok video, but 3D animation video pops off the screen, grabs eyeballs and doesn’t let go. When you want your brand content to stop viewers scrolling, 3D video does the job.

   Using tools like Unreal engine, Blender and innovative AI automation, 3D video production studios create characters and worlds that hook viewers and make them want to dive deeper. Want to defy gravity? Animate objects that shape-shift in mid-air? Take customers to a whole new planet to meet an animated brand ambassador that talks to you like they’re real? Working with a 3D animation studio like Rock Paper Reality, the only limit is your imagination.

   This creative flexibility allows your brand to stand out, be playful, and surprise your audience. A 3D promotional video doesn’t just tell your audience something – it makes them feel something. That emotional connection is what draws people into the experience you’ve created, turning viewers into customers.

   By investing in premium video production, you don’t just create cool videos: you future-proof your marketing. We’re living in the age of AR (Augmented Reality), VR (Virtual Reality), and XR (Extended Reality). Brands need to adapt and invest, as audiences – especially younger people – want the kind of interactivity that cutting-edge computer-generated imagery (CGI) gives them: 77% of Gen Z want personalized and customized brand interactions which anticipates what they might want to do next. And when they love it, they talk about it: 76% of users will recommend a brand that provides an exceptional digital experience, which means your innovation turns people into customers and brand advocates sending your content viral.

   So, if you’re planning to launch a game or a digital experience, you’ll want to think about a strategy for high-quality 3D animated marketing videos. We’re dogfooding this at Rock Paper Reality by creating a promotional video for Defenderella, a Mixed Reality game we recently developed in-house. You can see how something like this would generate excitement without the user ever needing to put on a headset, download the game, and try it themselves.

   The Benefits of 3D Content

   Choosing a wine is more than just wondering what pairs well with fish. That’s why winemaker Chronic Cellars partnered with Rock Paper Reality to hook their customers with an AR experience starring a 3D animated sommelier based on artwork from one of the company’s bottles. This custom-made digital brand ambassador was created using cutting edge 3D modelling, CGI animation and AI tools – all assets that could be shown off in the promotional push to get users into the AR app.

   The work that goes into creating engaging characters like this sunglasses-wearing skeleton goes to waste if you don’t convince customers to actually click on the experience. Avoid losing customers by promoting your experience with images and video that grab attention, and you draw viewers from the video to a far more engaging and interactive experience.

   To bring viewers to the point where they could actually try out the Chronic Cellars AI avatar, Rock Paper Reality took the 3D assets that were already built for the character, built a new scene in Unreal Engine, and rendered out a photorealistic video to promote the experience.

   3D assets used for rendering a 3D video

   

   This is how partnering with a 3D animation video production company unlocks a crucial first impression that makes a customer feel they can’t miss out on your experience.

   Here are the key benefits of 3D video marketing:

   Realism and Immersion

   CGI 3D video achieves a level of realism on a whole other level compared to 2D animation or motion graphics. Lifelike textures, sophisticated lighting and welcoming environments make your video more immersive and enjoyable. 3D modelling animates fluid dynamics, particle effects and physics-based interactions realistically. And advanced lighting systems mimic real-world physics, enabling soft shadows, reflections and refractions and atmospheric effects that add to the believability of a scene.

   But realism is only the start. 3D animation video allows you to take customers on any incredible journey you can imagine, to fantasy worlds and hyper-stylized experiences. Look at this Airbnb advert which turns Paris into a pop-up book.

   With the extra dimension of fully rendered environments, you can employ camera movements like tracking and zooming for that cinematic style – and your camera can fly literally anywhere. You can even combine jaw-dropping realism with eye-popping fantasy, like this CGI advert that blends art with the real world to tell a mesmerizing story about Coca Cola.

   Powerful Product Showcase

   3D product animation is ideal for any product design or entertainment project where realism leads to engagement – and conversion. Emotional connection is more than audiences having warm and fuzzy feelings about your brand: eye-popping adverts mean increased ad revenue, and innovative product showcases boost conversion rates. According to Shopify, 360-degree product animations can increase conversions by up to 250 percent.

   3D modelling showcases your products from every angle, in any environment, making them look as epic as they deserve. Many innovative retail brands like Nike or IKEA have replaced much of their product photoshoots with virtual photography, because once you create a 3D asset you can create almost endless variations of colors, backgrounds and angles with a few clicks. This reduces your costs when localizing your product marketing assets for any region. Most importantly, a 3D-rendered product video means viewers see a product showcased in creative and enticing ways that simply aren’t possible – or are prohibitively expensive – for conventional filming. 

   Flexibility and Reusability

   When you create a 3D asset, it can be dropped into any environment and viewed from any angle. That means the models, textures and animations you’ve already made can be reused across multiple projects or adapted for different scenes without having to start from scratch. You can scale the same asset up for cinematic-quality visuals in film, games and high-budget advert, or scale down for mobile-friendly content that still looks polished. This makes 3D content more versatile and cost-effective in the long run.

   Once you’ve invested in developing your 3D assets for your interactive AR, VR and immersive web applications, why not get more use out of them? Make a 3D video using those same assets, and you can activate additional channels and reach a wider range of platforms to promote your immersive content.

   Manchester City made a web-based escape room game and repurposed those assets to create a marketing video that extended the reach of their campaign and attracted more users to try out the game.

   Wow Factor

   Here’s the bottom line: CGI 3D animation inherently has a “wow” factor. A jaw-dropping video brings a level of sophistication that hooks a viewer’s attention and leaves a lasting impression compared to conventional filming, traditional 2D animation or motion graphics. Check out this advert for Tectrol, for example, which presents important stats and information while hooking viewers with animation that zooms into space and back to a tree blossoming from a phone screen.

   For younger viewers, at Halloween we launched our Final Selfie branded GenAI filter, fully configured into a web-based augmented reality (WebAR) experience designed to turn fabulous boys and ghouls into shareable spooky images. To generate excitement for the experience, we created a short 3D video for social that leaves users wanting to try out the AI face filter experience.

   Key Challenges in Modern Storytelling

   The online marketing landscape evolves fast. Whether the goal is to engage younger audiences or stay ahead of technological trends, brands must continually innovate to thrive. But the good news is that despite the challenges and pain points in this space, there are huge opportunities to get tangible results.

   Here’s how premium 3D video tackles some of the biggest challenges brands face right now:

   

   Production Costs

   Traditional video production can be expensive and resource-intensive to set up a physical shoot with actors, props and permits. Depending on your product and industry, real-time 3D video production could be a more cost-effective alternative – and could even give higher quality results. When a physical product is the star of the show, we see the highest ROI for brands with high-value products like automotive, industrial, or luxury goods that are costly to work with on a commercial shoot. A 3D animation video production company with experience of working alongside global brands already has the streamlined processes to optimize your budget.

   The Solution: Lean Production Techniques

   A 3D animation studio has the expertise and the toolkit to deploy tools like AI-powered video editing and virtual production for content that reduces costs without compromising quality. Most importantly, a repeatable, streamlined workflow is capable of scaling up your premium content creation.

   Asset Creation

   Brands often have access to great storytelling and creative assets, but can’t always deploy those assets to their full potential. With a bit of planning, however, brands can reuse those assets and repurpose content – reducing costs and opening up new avenues. 

   The Solution: Effective Asset Repurposing 

   Once you’ve invested in creating a 3D model of your product or environment, you can reuse it again and again. Need a new ad? Don’t drag an army of people into a studio to film a new ad. Just take your 3D assets, change the lighting, adjust the angles or drop your product into a new background. Boom! Fresh content, with far less effort (or cost) than starting from scratch.

   That means creating digital assets which can be quickly altered and re-used across campaigns and platforms, and implementing processes that make it easier to do so. The initial cost of a reusable model may be higher than throwing together a single-use asset, but you can use it again and again, saving time and money when you do. Our Final Selfie Halloween project is a great example: once we built what we needed for the AR experience, we were able to also create a 3D promo video from the same assets to attract more users to try it out.

   

   This is how the Final Selfie experience looked, featuring the assets we utilized for the 3D promo video.

   Engaging Younger Audiences

   Gen Z are extremely visually savvy. These younger demographics demand dynamic digital-first experiences that “pepper in a personal touch”, according to Forbes. The popularity of TikTok and Instagram show how static and conventional approaches might fail to hold their interest.

   

   The solution: Targeted Visuals for Younger Audiences

   Create dynamic short-form content tailored to platforms like TikTok and Instagram, emphasizing authentic connection, storytelling and interactivity. The right mix of creativity and relatability can even transform content into a viral phenomenon, as share-worthy elements like humor, awe or usefulness organically amplify your reach.

   Simplifying Complex Concepts

   It can be a struggle to distill intricate products, services or ideas into simple, visually engaging representations that resonate with audiences.

   The solution: Visual simplification tools

   Invest in 3D video animation services that turn complex concepts into intuitive and engaging content, such as interactive infographics or animated explainer videos.

   Staying Ahead of the Curve

   Technology can do cool new things every day, which means brands need to stay nimble. A slow decision-making or production process can cost your brand when rivals do something cutting edge and cool while you’re still figuring out the technicalities or debating the cost. 

   

   The Solution: Future-proof Your Process

   Positioning as a forward-thinking, innovative brand is key to differentiation, and achieving this requires quick thinking to deliver consistent and creative execution across all platforms. The smart play is to invest in flexible, future-proofed content creation tools so you can jump onto new trends and experiment with new formats. 

   Consumers love storytelling that evokes emotion. With the immersive experience sector projected to reach approximately $250.96 billion by 2034, you can’t afford to be left behind. When you create your immersive experience, make sure viewers see it and want to be part of it.

   What Can a 3D Studio Like Rock Paper Reality Do For You?

   Rock Paper Reality helps clients realize those imaginative and attention-grabbing visuals. We’re a full-service 3D video production powerhouse, and we do it all: modeling, customizing, animating and rendering to deliver high-impact 3D videos.

   Here’s how we do it:

   

   What are the Benefits of a 3D Animation Studio Like Rock Paper Reality?

   Rapid production timelines: Creating or utilizing existing brand 3D assets, modelling and real-time rendering to produce high-quality 3D videos in no time.

   Storytelling and marketing campaigns: Delivering visually stunning, engaging and memorable content.

   We take the high-quality 3D assets developed for the experience and composite them onto video to create a VFX marketing video that helps promote the experience and tell the story.

   How Will AI Video Disrupt Premium Video Production?

   Let’s take a second to talk about AI. Generative AI video technology is revolutionizing premium video production, making it faster, more accessible and more innovative. Naturally, some creators and brands are wondering why they can’t do all this themselves. Unfortunately, AI video generators are still in their infancy and lack the fine tune control you need for a finished product. It’s great for concepting, but the content it generates is limited in ways which could put viewers off – or worse, seriously damage your brand.

   

   That said, AI clearly has transformative potential, and video production companies are busy integrating the latest tools. By automating complex processes, enhancing creative capabilities, and democratizing access to efficient tools, AI is set to play a huge role in the landscape of premium content creation. 

   Here’s how:

   Enhanced Creative Freedom

   Tools like Sora or Runway enable creators to quickly experiment with animation styles, effects and techniques that were previously labor-intensive or just impossible. With these tools available, you can speed up ideation and planning and quickly get a first look at concepts, storyboards and pre-visualization animatics.

   Made with Sora

   Cost Reduction and Efficiency Gains

   AI video production can lower costs by automating time-intensive tasks like editing, rendering and effects creation. Using AI tools such as Runway and Pictory, we can automate video editing, apply filters and potentially slash production timelines. Creators using AI can also speed up the processing of multiple versions of a video tailored to specific demographics, preferences or platforms.

   Virtual Production

   AI can generate photorealistic virtual environments and characters, reducing the need for physical sets or extensive location shoots. For example, an AI tool could replace traditional green screens with real-time background replacement.. AI-driven engines like Unreal Engine render high-quality visuals in real-time, merging production and post-production.

   Deepfakes

   A huge amount of video content is centered around a person speaking. Think about news reporting, influencers or instructional videos which brands invest a lot of time in creating. AI tools like Synthesia can be used to generate deepfake-style videos without the need for actors or expensive shoots, so you can scale up your content creation. 

   Ethical Considerations and Disruption

   While these powerful tools have a lot of benefits, there are some challenges and ethical considerations before adopting AI video production:

   Job Displacement: Though it creates opportunities for AI-specialized talent, automating tasks like editing and VFX might reduce demand for some jobs done by humans. 

   Ethical Concerns: AI-generated deepfakes and synthetic media raise concerns about authenticity and misuse, particularly in advertising or branded content. Brands, staff and content creators need to be aware of potential damage to their brand, not to mention the potential impact on wider society.

   The Future of Brand Storytelling

   The demand for dynamic, emotionally resonant and technologically advanced content is exploding, especially among Gen Z audiences. Attention is fleeting and competition is fierce – so make sure you wow viewers with promotion that’ll hook them in to try your experience.

   And whether you’re taking them on a roller coaster ride through an eye-popping animated world or showcasing a product’s journey from concept to reality, 3D video makes stories more immersive, engaging and unforgettable.

   Partnering with an immersive storytelling agency like Rock Paper Reality unlocks the creative potential of 3D video and provides the best possible spotlight for your brand. Before your brand gets left behind, contact us now and talk us through your goals to see what Rock Paper Reality can do for you.

   FAQs about 3D Video Production

   What is 3D video production, and how does it differ from 2D video production?

   3D video production involves creating animations or video content in three-dimensional space, giving depth, perspective and realism to objects and scenes. Unlike 2D production, which creates flat visuals, 3D allows for the rotation, scaling and movement of objects in a way that mimics real-world physics.

   What industries benefit the most from 3D video production?

   Industries that can use 3D animation include:

   Advertising and Marketing: Immersive experiences, product showcases and dynamic visuals.

   Entertainment: Movies, gaming, and virtual reality experiences.

   Architecture and Real Estate: 3D walkthroughs and visualizations of buildings.

   Healthcare: Medical simulations and training.

   E-commerce: 3D product models to enhance online shopping.

   Education: Interactive learning tools and visual aids.

   What tools and software are commonly used in 3D video production?

   Common 3D production tools include:

   Modeling and Animation: Blender, Autodesk Maya, 3ds Max, Cinema 4D.

   Rendering: V-Ray, Arnold, Redshift, Unreal Engine.

   Texturing: Substance Painter, Mari.

   Motion Capture: MotionBuilder, Move.ai.

   Compositing: Adobe After Effects, Nuke.

   Game Engines: Unity, Unreal Engine.

   How long does it take to produce a 3D video?

   Production time depends on the complexity and length of the project. The key stages include modeling, rigging, animating, texturing, rendering and compositing. A simple 3D animation might take a few days or weeks, while a high-quality 3-minute video or a fully immersive experience with complex characters, environments and effects could take several months. When time is a factor, expert 3D production facilities like Rock Paper Reality have the streamlined process, automated tools and know-how to get it done in the timescale that works for you. 

   What are the main cost factors involved in 3D video production?

   Key cost factors include:

   Number of Custom Assets: Custom environments and assets all need to be modelled, textured, and rigged up for animation.

   Complexity of Assets: Detailed models and textures require more time and resources.

   Animation Quality: Realistic character movements or simulations increase costs.

   Rendering Time: Real-time rendering engines like Unreal Engine drastically reduce the render time that might be needed with software like V-Ray or Arnold. Team Size: Costs increase with the number of animators, designers, and technical specialists needed.

   Software and Tools: Licensing fees for professional 3D software.

   It’s important to think of 3D assets as investments which can be used again.

   Can 3D assets be reused or repurposed for other projects?

   Yes! One of the major advantages of 3D video production is the ability to reuse and repurpose assets. Models, textures, animations and environments can be adapted for new projects, saving time and costs in the long run. For example, a 3D model used in a commercial can be reused in a game or interactive web experience.

   What are the challenges of 3D video production?

   Common challenges include:

   Time-Intensive Process: Each step, from modeling to rendering, can be lengthy.

   Costs: Quality production requires skilled professionals, powerful hardware, and licensed software.

   Technical Complexity: Rigging, simulations, and lighting can be challenging.

   Rendering Times: High-quality outputs can take hours or even days to render.

   Steep Learning Curve: Mastering 3D tools and techniques requires training and experience.

   This is why the smart play is to partner with a production studio like Rock Paper Reality which already has the tools and experience to deliver you what you need in a cost-effective way.

   How do you ensure 3D video content looks realistic?

   Realism in 3D production can be achieved through:

   Detailed Modeling: Creating intricate and accurate models.

   High-Quality Textures: Using detailed, high-resolution textures.

   Advanced Lighting: Implementing realistic lighting and shadow techniques (e.g., global illumination, ray tracing).

   Physics Simulations: Adding real-world physics for movement, water, fire, or cloth.

   Post-Processing: Applying effects like depth of field, motion blur, and color grading during compositing.

   What is the role of rendering in 3D video production?

   Rendering is the process of simulating lighting in a scene with 3D models and animations to produce a final 2D video or image. It combines all elements, such as textures, lighting, shadows, reflections, and effects to produce the finished product. Rendering can be resource-intensive and time-consuming, especially when aiming for high realism, but techniques like real-time rendering, cloud rendering, and GPU-based rendering help speed up the process.

   How is AI affecting the 3D video production process?

   AI is transforming 3D video production by:

   Automating Tasks: AI tools assist with modeling, rigging, and texturing.

   Reducing Render Times: AI-accelerated rendering engines optimize performance.

   Simplifying inputs: AI can generate procedural environments or animations based on simple prompts.

   Improving Realism: AI-powered tools can enhance details like facial animation or physics simulations.

   Simplifying Motion Capture: AI can capture motion data without expensive suits or sensors.

   AI is clearly a useful tool, although ethical considerations and technical limitations mean it can’t yet replace professionally-produced 3D animation. 

   What are the ethical considerations surrounding AI-powered production?

   When using AI tools for your video production, innovation agencies like Rock Paper Reality can help you consider important concerns including brand safety and copyright ownership.

   References

   • https://www.thedrum.com/opinion/2022/03/16/3-things-brands-need-know-about-gen-z-s-cx-expectations 
   • https://www.forbes.com/sites/jefffromm/2023/03/16/gen-z-is-impacting-customer-experience-forrester-gartner-experience-dynamic-execs-share-insights/  
   • https://www.precedenceresearch.com/immersive-technology-market  
   • https://rockpaperreality.com/insights/ar-use-cases/rock-paper-reality-partners-with-chronic-cellars-to-bring-first-of-its-kind-personalized-ar-sommelier-to-life/  

2. 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!

3. 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!

   

4. 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.

5. 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.

6. 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