webAR #2: Augmented reality (AR) on the smartphone



You no longer need Instagram or any other app to launch the augmented reality of your brand. The web AR runs in a web browser, which is what every smartphone is equipped with today.

The barrier to entry into the world of augmented reality has therefore disappeared. Although the number of app downloads is increasing year on year, competition is also growing. In virtual shops (such as Goole Play or iTunes), the number of applications is growing faster than the number of installations. This means that there is a strong competition for users' attention and, ultimately, for storage space on their phones. Users are increasingly thinking twice before downloading something to their smartphone. They have noticed that, although they have dozens of different applications on their smartphone, they regularly use only a dozen or so!


The capacity of smartphones is also important. Even though new models have more and more memory, the number of films, photos and recordings stored on them is increasing year-on-year. It is easier for consumers to give up new apps than family photos.


Digital privacy is also a disadvantage. How do you feel when, shortly after installation, an app asks for access to your camera, voice recorder and mobile calendar? And when it additionally asks (and it will) if it can send you notifications and track your location? Well, that's it! Often, at this point, a just-installed app lands in the bin. 


Anticipating these trends a few years ago, we were among the first in the world to build the web AR engine. With it, brands can make augmented reality available to all smartphone users. In the browser, without an app. We made it simpler for marketers to access consumers, and for consumers to access a world of new experiences. 


The web AR engine is based on artificial intelligence that learns to look for markers in an image, such as a graphic, a set word or a colour. When they are detected, the system plays the predetermined effect and adds it to the smartphone camera view in real time.

webAR works from within your web browser. What advantages does this give you? 



  • You do not limit the reach of your campaign


  • You don't burn through your promotional budget installing apps


  • You do not need to build separate applications for Android, iOS


  • You don't have to prepare new versions when the operating systems are updated

This is why more and more brands are embracing the technology in their marketing campaigns. It is estimated that already more than 1 billion people worldwide will use augmented reality this year. By 2024, there are expected to be more than 1.7 billion AR users. The popularity of AR is translating into industry growth. The global mobile AR market was worth more than USD 9.5 billion in 2021. Experts estimate that it will grow at a rate of 35% year-on-year in 2022. The market includes digital goods such as shopping using AR, as well as ad placement and visualisation software.

Meet the Martech pill on web AR

How web AR have been used by Coca-Cola, McDonald's, Sony Pictures and Porsche? Everything you need to know about web AR in one place – meet the Martech Pill.


  • 20 videos presenting the most interesting webAR campaigns
  • 8 graphs with the most important statistical data
  • 4 charts with demographic data
  • 6 numbers representing WebAR scale
  • 4 lists of webAR campaign ideas for different industries


Go to Martech Pill!