Did you know that the global augmented reality (AR) market size was valued at USD 38.56 billion in 2022, and is expected to grow at a compound annual growth rate (CAGR) of 39.8% from 2023 to 2030? This impressive statistic underscores the transformative power of AR in the modern marketing landscape.

This read explores the pivotal role of AR in marketing, focusing on its significance, applications, and the revolutionary potential of technologies like WebAR and 5G.

Why AR Brand Experiences Matter in Modern Marketing

AR brand experiences are crucial in modern-day marketing as they offer unique and immersive experiences to customers, leading to increased engagement, higher conversion rates, and ultimately, improved sales. According to Statista, 9 in 10 medium-sized brands are already using AR to power their businesses and 75 of the global population will become active AR users by 2025.

This emerging trend is changing the marketing and sales game, becoming one of the preferred marketing tools among B2C markets. One of the most promising developments in this field is WebAR, a form of AR that can be accessed directly through a web browser without the need for a dedicated app. This technology is easily supported by social media platforms such as Snapchat, Facebook, and Instagram, making it an incredibly versatile tool for marketers.

A successful case study of AR in marketing is the beauty and cosmetics company, Ulta. They integrated an AR-powered virtual try-on feature, allowing users to try products in real time before purchasing. This led to an increase in sales, a decrease in the return rate, and a staggering 700% increase in user engagement!

Navigating Real and Virtual Worlds: Indoor/Outdoor AR Applications

Augmented Reality (AR) is revolutionizing the way we navigate both indoor and outdoor spaces. By overlaying digital information in the real world, AR provides a visually immersive and interactive experience that can enhance our understanding and interaction with our surroundings. In the context of outdoor navigation, AR can be a game-changer. Traditional map applications provide a bird’s-eye view of the route, which can sometimes be confusing when trying to align it with the real-world perspective. AR, on the other hand, can project the navigation path directly onto the real world, making it easier to follow. This can be particularly useful for tourists navigating unfamiliar cities or even locals discovering new routes in their city.

Indoor navigation can be even more challenging due to the complexity of large buildings with multiple floors and rooms. Here too, AR can come to the rescue. By using a mobile device’s camera and sensors, an AR navigation system can provide real-time directions overlaid on the user’s immediate surroundings. This is especially beneficial in large public spaces like shopping malls, airports, or hospitals. The potential of AR in navigation is perfectly illustrated in the UNIPI AR Experience.   

This project at the University of Piraeus utilized AR for indoor localization and mapping. The system used a hybrid cloud/edge platform to generate immersive AR navigation experiences. It introduced an AR “checkpoint” navigation system that integrated algorithms for indoor localization, path planning, point-of-interest visualization, and device interoperability. Another example is how most major airports have adopted AR to improve wayfinding for travelers. Gatwick Airport, for example, implemented AR navigation to guide passengers through terminals, reducing stress and enhancing the overall travel experience.

The 5G Revolution: Amplifying Augmented Reality Online Shopping

The advent of 5G technology is set to revolutionize many sectors, and one area where it’s expected to have a significant impact is online shopping, particularly when combined with Augmented Reality (AR).  5G, with its high-speed data transmission and low latency, provides the perfect infrastructure for AR applications. One of the key advantages of 5G is its ability to handle AR’s use of 3D displays, such as displaying 3D CAD/BIM models for construction sites, where users can visualize their creations before they begin work on them.

This capability can be extended to online shopping, allowing customers to visualize products in a 3D space, thereby improving their shopping experience.  A recent example of a brand leveraging AR for online shopping is the eye-wear company Warby Parker. They introduced a virtual try-on feature in their app that uses AR to allow customers to see how glasses would look on their faces. This feature uses the iPhone’s TrueDepth camera to map the user’s face and then places the glasses on the user’s face in 3D, providing a realistic representation of how the glasses would look. This has made the process of selecting glasses more convenient and fun for customers, and it has likely contributed to Warby Parker’s success in the online eye-wear market.

A study by Harvard Business Review found that just over half (51%) of consumers were willing to use AR technology to assess products. This is a clear indication that as 5G networks become more widespread, we can expect AR to become an integral part of the online shopping experience, offering customers a more interactive and immersive way to shop.

WebAR: Accessibility like Never Before

WebAR is democratizing AR experiences by eliminating barriers to entry. Users can access AR content directly through their web browsers, without the need for additional software or high-end hardware. This accessibility expands the reach of AR beyond tech enthusiasts to a broader audience.

This has significant implications for accessibility, as it allows a wider audience to engage with AR content.

One of the key advantages of WebAR is that it eliminates the need for users to download and install specific apps to access AR content. This not only makes AR experiences more accessible to people with limited storage space on their devices but also reduces the barrier to entry for users who may be hesitant to download new apps.

Moreover, WebAR can be accessed from any device with a web browser, making it platform-independent. This means that whether a user is on a smartphone, tablet, or desktop computer, they can still engage with AR content. According to the latest statistics, 64.4% of the world’s total population uses the internet. With such a large percentage of the global population online, the potential reach of WebAR is enormous!

The Next Frontier in Advertising: Interactive WebAR Campaigns

One of the key advantages of WebAR is its ability to provide a more engaging user experience. Traditional digital advertisements are often passive, requiring users to simply view or read the content. In contrast, WebAR advertisements are interactive, allowing users to engage with the content in a more meaningful way. This can lead to higher engagement rates, as users are more likely to remember and interact with content that they have actively engaged with. A perfect example of this in action is Coca-Cola’s #refreshwherevs campaign where the brand used QR codes on packaging that directed users to a branded WebAR page.  This campaign reached millions of consumers in a fun-filled way allowing users to engage with virtual content by scanning their cans.

The impact of WebAR in advertising is also illustrated in the advertising campaign run by Jackson Hogg Recruitment. They used Aircards to attract the best candidates for their clients transforming traditional print material into fun and dynamic content.  The results of this campaign were impressive with them achieving a 42% AR engagement rate, 34% click-through rate, and a 35-second average dwell time as compared to the

Conclusion

WebAR offers accessibility like never before by bringing AR experiences directly to the web. As technology continues to evolve and improve, we can expect to see even more innovative and accessible AR experiences on the web.

Empower Your Business Experiences with Branch!

Are you ready to make a strategic investment in your business’s future? Do you strive to not only keep up with the digital age but to lead it? It’s time to take the next step. We invite you to connect with Branch today. Our dedicated team of AR and WebAR experts is committed to revolutionizing your business operations and enhancing customer satisfaction through state-of-the-art AR and WebAR solutions. Don’t just wait for the future to arrive – be an active participant in shaping it.

Contact us to discover how our innovative AR solutions can transform your brand's online presence.