What is Web AR? Explaining the differences with apps and usage examples

Web AR (Web AR) is a technology that allows you to easily experience AR (Augmented Reality) using web browsers such as Safari and Google Chrome, which are installed on your smartphone. There is no need to download a dedicated app, and you can easily view AR content from links such as 2D barcodes and AR markers.
The use of Web AR has been increasing in recent years, and is used in a variety of industries, from marketing, advertising, and education.

In this article, we will explain the features of Web AR, which allows anyone to easily experience augmented reality, their differences from AR apps, and various examples of use.

What is Web AR?

Web AR is a technology that allows you to experience AR content on a smartphone or tablet browser.
If you want to experience AR with an app, you will need to download a dedicated app, but the biggest feature of Web AR is that it can be accessed through two-dimensional barcodes and URLs.
Users can experience AR for free and easily. For example, Web AR is used in a variety of situations, such as placing products in your own room on an e-commerce site before buying furniture or interior products, or taking photos with photo frames that can recognize faces.

If you would like to know more about AR, please also read this related article.

Features of Web AR

Device-independent

There is no need to install a dedicated app, so it does not depend on the device type or specifications. Anyone with a mobile device can participate, providing an experience to a wide range of users.

Easy to participate

Web AR is easy to experience by simply reading two-dimensional barcodes and AR markers on your device. There is almost no need for advance preparation or necessary settings, so the hurdle for users to participate is low.

Available in a wide range of fields

Web AR is used in a wide range of industries, including retail, tourism, real estate, education and entertainment.
For example, you can solve problems in all fields depending on the project, such as holding AR stamp rally events using location information, or by launching the AR from the 2D barcode printed on a drink package, you can experience the brand story reproduced in a 3D model.

How Web AR works

Web AR is created in languages ​​such as JavaScript and HTML, and uses device sensors and camera functions specializing in Web AR to superimpose virtual objects on the real world. There are markerless types that directly recognize the environment using AI, and formats that launch by reading specific two-dimensional codes and markers.

Differences from AR apps

What is an AR app?

The AR app is an application that allows you to display virtual objects and information overlaid in the real world by installing it on your smartphone or tablet.

Difference Between Web AR and AR Apps

Easy access

Web AR allows you to easily experience AR by simply reading two-dimensional barcodes and AR markers. In contrast, AR apps require users to download them in advance, which increases the hurdle to accessing them.
In scenes where many users participate, such as event promotions, Web AR is easier to participate, and can be expected to increase the number of users.

Development period and development costs

Web AR uses browser technology that uses JavaScript and WebGL, making it possible to produce it for a shorter period of time and at a lower cost than app development.
AR apps tend to have high development costs and take some time to release the app. On the other hand, it is highly customizable and allows for advanced technology to be realized.

Target group and purpose of use

Web AR is available for participation as long as you have a smartphone without installing it, allowing you to reach a wide range of people, regardless of age or gender. This makes it ideal for temporary campaigns and promotions.
AR apps are effective for continuous use and measures that require advanced functions. For example, AR apps perform better than web AR apps in gaming and educational apps.

Offline use

When using Web AR, you must be connected to the Internet and always be online.
However, with AR apps, once downloaded, some operations can be performed offline. The AR app is useful when using AR in a travel destination or event venue with strict internet connections.

Features of the AR app

Available offline

Once you download the app, some functions can be used in offline environments. You can experience AR even in places where there is no communication using data saved in advance.

Highly functional

You can use your smartphone camera to provide a highly accurate AR experience.
Games and simulation apps allow you to reproduce complex 3D renderings in AR apps. Characters can appear in real space, move around, and experience operating virtual environments in real time.
User logs can also be retrieved, allowing developers to perform analysis based on data.

Dedicated functions can be implemented

AR development platforms such as Apple's ARKit and Google's ARCore are used to develop AR apps. These tools provide developers with 3D objects rendering and unique interaction design capabilities, increasing the freedom to customize.

Types of Web AR

2D barcode/AR marker

The simplest method of starting up in Web AR is to use two-dimensional barcodes and AR markers. This method allows you to simply scan the 2D barcode or AR marker with your mobile device's camera to activate the AR and enjoy the content.
For example, you can access related content simply by scanning the two-dimensional barcode embedded in the product packaging. The user's operation is simple and implementation is easy.

Markerless

Markerless is a technology that superimposes tactile information and 3D objects on camera footage without requiring specific 2D barcodes or AR markers. GPS types, planar recognition types, and object recognition types that are based on location information are also types of markerless types. It is mainly used in spatial recognition technology using smartphone sensors and AI, and VPS technology is becoming important.
It also features a high degree of freedom as it allows for flexible AR experiences depending on the user's current location and situation.

However, there is a disadvantage that it has higher development costs and technical hurdles than 2D barcodes/AR markers.
Environments and objects need to be recognized and tracked in real time, and camera video analysis and depth sensors are used. Development is complicated because in some cases it is necessary to utilize AI algorithms.

Additionally, markerless technology has the challenge of achieving the same quality of operation for devices with different performance and sensors, such as various smartphones and tablets. Development and testing to ensure this compatibility is time-consuming and costly.

Immersive (immersive experience)

Immersive type is a web AR designed to give you a sense of immersion. It uses advanced 3D graphics and spatial tracking to provide an environment where you can feel the fusion of reality and virtuality.
It is characterized by its highly interactive nature and is widely used in the fields of gaming and entertainment. Development fees may be high and high performance devices may be required to operate.

Immersive Web AR is used to experience dinosaurs appearing in the place when you hold your smartphone at a museum, or to experience artists performing in virtual spaces at music events.

Advantages and disadvantages of Web AR

Each Web AR has its advantages and disadvantages, so when using it, you need to consider the impact and use it.

Benefits of Web AR

The biggest attraction of Web AR is its easy access. You can experience AR right away without installing a dedicated app.
It's complete with just a web browser, with no need to install apps or apply updates to users to access AR content. This allows you to easily experience AR, making it easy for beginners with little knowledge to use it.

It also allows for a wide range of users. Web AR has lower development costs compared to developing dedicated apps, and also reduces maintenance and update costs.
App development requires development that is compatible with each platform, such as iOS and Android, and each time development, testing, and updating work occurs.
However, because Web AR uses a browser, it is cost-effective because it does not rely on a specific platform and allows one version to be applied to all devices.

Web AR runs on a web browser, allowing users to experience AR on a variety of devices, including smartphones and tablets. When delivering AR content, it is not dependent on specific hardware or software, allowing you to approach a wide range of target audiences.
It also goes well with social media, and is characterized by users being able to post easily. You can also aim for a buzz with a hot topic.

Disadvantages of Web AR

There may be some functionality limitations compared to AR apps. In particular, performance may be inferior to the app experience in 3D rendering accuracy and complex interactions.
The app can bring out the full performance of your device, providing more advanced effects and interactions. However, because Web AR runs through a browser, processing power is limited, and it can be difficult to reproduce complex simulations and high-precision 3D graphics.

Another disadvantage is that an internet connection is required. Network connection is always required, so it depends on your usage environment. If communication is poor or connection is unstable, the performance of AR content may be degraded. Depending on the region and infrastructure environment, this can be a factor that allows you to avoid using Web AR.

Examples of Web AR use by scene

Web AR is particularly effective in promoting, promoting sales and improving customer experience due to its ease of access and convenience.
It is also used in a wide range of situations, including business, tourism, and retail. We will introduce how Web AR is used, as well as a wealth of examples of use in various industries.

Business scene

Business Card AR

Business Card AR, one of the services provided by AR Works, is a technology that allows you to experience AR content by reading two-dimensional barcodes embedded in business cards with a smartphone. By introducing this technology, business cards are not merely paper, but they can be an opportunity to create two-way communication with customers and business partners.

For example, by scanning a two-dimensional barcode, you can display self-introduction videos, portfolios, and company service introduction movies. This not only gives a strong impression when exchanging business cards, but also allows you to close the distance between you and someone you're meeting for the first time. Another advantage is that business card AR is particularly suitable for sales people, and by showing product introductions and project examples in videos, it is easier to have dialogue.

Additionally, you can use business card AR as a promotional item for your product. Distributing business cards allows you to experience AR on the spot and attract interest in your products and services. This is also effective as a differentiation tool at exhibitions and business meetings, and has the effect of remembering. It allows you to make visual suggestions, making it easier to communicate products and services.

Retail Industry

ASAHI Happy Project

ASAHI Happy Project is a site that tests new Asahi Beer or Asahi Beverage products in limited quantities. In conjunction with the release of limited edition products, we are implementing AR measures aimed at increasing survey recovery rates.
After scanning the 2D barcode in this AR announcement flyer, hold the device over the product to move the logo and illustration. In addition, a button will be displayed to move to the product survey, allowing users to answer the survey.
Using AR technology allows you to provide "fun" and "newness," which allows you to approach customers who are reluctant to take surveys.

Additionally, by installing two-dimensional codes on product packaging and promotional displays in the store, customers can use their smartphones to view 3D models of the product and experience images of the product.
This method has been used to provide customers with a feeling that is closer to buying in-store, especially with online shopping becoming the mainstream.

Additionally, by using AR as a promotional campaign, you can improve brand and customer engagement. For example, it could also provide a system that allows customers who purchase a particular product to participate in AR games or lottery tickets, encouraging repeat purchases of products.

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sightseeing

Tomioka Silk Mill

In the tourism industry, Web AR is attracting attention as a new measure to convey the appeal of tourist destinations. Tomioka Silk Mill is a historic silk mill established in Tomioka City, Gunma Prefecture, and is Japan's first full-scale mechanical silk mill. It is a typical tourist spot in Gunma Prefecture and attracts approximately 300,000 visitors a year.
Among these, we have introduced AR to target young people and family units, and to help people enjoy visiting the facility more. You can try the AR quiz by placing two-dimensional codes at each spot in the Tomioka Silk Mill and reading them on your smartphone. The project aims to answer all questions correctly, increasing the engagement of tourists.

There are other ways to use AR in the tourism industry. By loading two-dimensional codes at tourist spots, you can recreate the past appearance of historical buildings in AR, or visually superimpose the names and descriptions of famous scenic spots. This will make your tourism experience deeper and more memorable.

Additionally, by incorporating Web AR into tourist guidebooks and maps, visitors can provide a system that allows visitors to experience their destination virtually in advance on their smartphones. This technology has also been used to promote local tourist destinations, making it an important tool, especially for areas that want to increase their visitor numbers.

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real estate

Flip flyer

In the real estate industry, incorporating AR content into property insert flyers is one way to utilize Web AR. This technique allows you to experience a 3D model of the property or a virtual tour by reading the two-dimensional barcode printed on the flyer on your smartphone. This is targeted at customers considering purchasing.
Since there are no time or distance constraints, you can always check the details of the property without actually visiting the property.になったんです。 English: The first thing you can do is to find the best one to do.

By registering the data, even if the property is not yet completed, you can check the completed image in the 3D model, making a strong impression on customers.

Additionally, using AR content allows customers to experience the interior and equipment of the property, as well as the surrounding environment in a realistic way, which is a key to increasing the customer's desire to purchase.

Sports Team

Sports teams use web AR to target fans. To improve fan engagement, the service offers a service where 3D models of your favorite players appear on the screen when you scan the 2D code at the match venue, and experiences where famous scenes from the past can be reproduced through AR.
Such services will play a major role in increasing fan satisfaction and increasing brand loyalty.

Entertainment

NoMaps2024

In the entertainment industry, there are increasing numbers of cases where interactive AR experiences are used to provide immersiveness.

The "Ar Exploration Event of the Sea and Forest" was held at the creative event "NoMaps2024" in Sapporo, Hokkaido.
When you load the two-dimensional barcodes on the poster, mysterious sea and forest creatures appear in the real world through AR, each dancing and swimming. You can try a game where you can search for items, or enjoy commemorative photos by holding your smartphone up and looking around.
This event is a fun and accessible event for everyone from art lovers to families.

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Educational scene

Google Expeditions

In the field of education, the latest technology, web AR, is rapidly expanding. In particular, Google Expeditions' AR technology makes learning more interactive and engaging, bringing innovation to the educational field.
For example, students can experience Earth's history and scientific phenomena in the classroom in AR, allowing them to deepen their visual learning without touching the materials. These experiences provide learning that cannot be obtained through textbooks alone, and deepen students' understanding.

There is also an increasing number of other educational apps and tools that utilize web AR technology, and is attracting attention in particular in education in the STEM field (science, technology, engineering, mathematics).
By displaying 3D models using Web AR on a browser, students can visually understand esoteric scientific phenomena and engineering concepts. Content that is difficult to grasp with regular teaching materials alone can be intuitively learned through Web AR, which deepens theoretical understanding and improves learning effectiveness.

These web AR tools do not require the installation of dedicated apps and are available only in a browser, making them easy to access and easy to deploy to more educational institutions.
For example, it is possible to display elemental models of chemistry in 3D and to interactively experience historical events, allowing learners to learn on their own.

Through real-time feedback to students, learners can deepen their understanding at their own pace, which can be expected to increase motivation to learn in educational settings and improve the quality of education.

summary

Web AR is a technology that allows you to experience AR more easily than AR apps. It can be viewed using the web browser installed on your smartphone, so there is no need to worry about starting the AR.
In addition, development can be done in a relatively low cost and in a short period of time, which reduces the hurdles for implementation.

In business, AR business cards and pamphlets are introduced, and stamp rally is held as part of the event, and in recent years it has been adopted in the field of education, taking advantage of the visual ease of understanding and high level of reproduction of AR.

With further advances in technology, AR is expected to be used in a wider range of fields.

If you are worried about attracting customers or marketing, why not consider this as a new project?

Leave the introduction of AR to AR Works

AR Works supports business and store promotion, attracting customers and branding through innovative AR solutions.

We provide one-stop services that meet a wide range of needs, including mechanisms to liven up events, experiential content that makes products attractive, and original projects that support tourist destinations and regions revitalizing.

For more information, please visit the AR Works service website.

Related useful materials can be found here

Introducing AR Works achievements

You can see the track record of AR Works production below. We introduce a variety of situations, including promotions, events, and attracting attention, so please take a look.

▼List of achievements | AR Works
https://promotion.ar-works.jp/achievement