Will WebAR Kill AR Apps?
WebAR is an exciting development in spatial experiences and Google’s recently launched WebXR experiments show the continued interest and progression in this space. Considering the opportunities WebAR opens up for developers, brands, and businesses, are apps still the best entry point to augmented reality (AR)?
Unfortunately, there is no easy answer as there are pros and cons to both technologies.
One of the biggest barriers to AR adoption has been the need to download an app. With WebAR there is no app, instead, consumers simply click on a link or scan a QR code to engage with AR via their phone’s browser. This ease of access results in higher engagement and is clearly the biggest win WebAR has over an app.
However, a consideration when thinking about WebAR is that although users don’t need to visit an app store, they still need to download something, so file size and load time matter — which explains why Facebook and Snapchat have a 4MB limit to keep things quick — getting these right avoids user drop-off from long load times.
Another plus for WebAR is that as it is browser-based it can easily be shared. For example, a link can be distributed as part of an email newsletter or a QR code could be displayed at events. But you still need to entice someone to actually activate the link or code, just as you need to incentivise someone to download an app, there’s no silver bullet.
WebAR is only compatible with mobiles that support Google’s ARCore or Apple’s ARKit (although the device support list is pretty long) whereas most phone users will be able to download an app, as long as there is enough space on the phone. In the past, phone users may have been put off by large apps but with increased internal storage and the rise of cloud storage, the average mobile phone user will not be deterred from downloading.
WebAR is rapidly evolving, but it is still a very new technology and it cannot yet offer the same content opportunities as apps. Apps have better access to the device AR camera, are better tailored to the devices they run on and can access the full computing power of the device, allowing for a more complex AR experience. Apps are therefore still the most appropriate and best-performing entry point to AR content for face-tracking, surface detection, and memory-intensive executions.
However, the features of WebAR are starting to catch up and as the consumer demand for ease and convenience continues, we can expect to see swift progression. 8th Wall, the world’s first augmented reality platform — recently recognised by Fast Company as one of The World’s Most Innovative Companies — is certainly levelling things.
8th Wall enables high-quality, realistic AR content to run directly on any existing website. Its AR engine includes features that enable the creation of sophisticated AR experiences usually only possible with apps. For example, the “Surface Estimation” feature allows detection of the ground or other flat surfaces for precise virtual object placement; “Image Targets” allow web apps to instantly detect and track any uploaded image whilst “Face Effects” render face meshes or anchor 3D objects such as glasses or jewellery to a variety of face attachment points.
This all sounds great, but to get access to 8th Wall’s suite of developer tools you need to pay. So, disregarding it for a moment, we are left with WebAR currently lagging a little behind apps in terms of the quality of the user experience, but it is still a great choice for multi-platform experiences, experiences with video content, and those using third-party APIs.
If you are considering an AR campaign it’s worth bringing Snapchat into the mix. Snapchat was one of the earliest adopters of augmented reality in social media with the release of Lenses back in 2015. Since then, the company has been innovating in AR. The platform has some great features which arguably puts it above WebAR (and Facebook and Instagram) in terms of the quality of experience it can offer. Although the below table is a little old, it’s still a valid comparison.
If this table makes your eyes boggle, it’s worth engaging with a company that can help you navigate through all the options. Zappar is a fellow pioneer in the immersive media space with a particular focus on AR. Like REWIND, it was founded in 2011 and is a UK headquartered business. Zappar’s product offering includes “AR-first” tools ZapWorks Studio and ZapWorks Designer that have optimised UX and workflows for the rapid development and publishing of AR experiences in both web or app. Zappar’s commercial model is geared towards always-on AR and it counts world-leading creative agencies and global corporates amongst the users of its platform.
At the end of the day, the content you are creating will determine your platform—if you need face tracking, then an app or social media platform should be considered, if the campaign is multi-platform, then WebAR is appropriate. But above all else, the actual content needs careful consideration—it must be worthy of people’s time — the technology is irrelevant if no one wants to pay attention.
