Welcome back to AWE Talks, our series that revisits the most engaging content from AWE’s catalog of conference sessions. With an extensive library from AWE USA 2022, there's still plenty to dive into.
This week, we zero in on web AR. What are its advantages over AR apps? And how are brands leaning into those advantages to create AR experiences for their customers and marketing targets? Our expert panel breaks it down.
See the summarized takeaways below, along with the full session video. Stay tuned for more video highlights each week and check out the full library on awe.live
and AWE’s YouTube Channel
CEO at Trigger Global Diana Mendez:
Associate Content Marketing Manager for 8th Wall at Niantic Tool Callif:
President at Tool of North America, LLC
– Though apps are a dominant vessel for mobile content, AR could go a different route.
– Web AR offers several benefits over apps, given less friction in launching experiences.
– This is owed to the mobile browser's compatibility and avoiding app stores & downloads.
– AR is too early and unproven to ask most users to go through that traditional app friction.
– For example, AR sessions are often dynamic and serendipitous, requiring quick activation.
– Beyond user benefits, web AR holds developer benefits including reaching more devices.
– Sidestepping app stores also means dynamic product development and updates.
– Brands have jumped on all these benefits to reach their customers with AR experiences.
For more color, check out the full session below.
– For example, MVP interactive and 8th Wall built an AR mural for the Tennessee Titans.
– Fans that are caught up in the excitement of game day can activate the mural.
– It features animated team iconography that emerges beyond the physical wall.
– And the results? The campaign achieved 1.2 billion Twitter impressions from fan sharing.
– It also received a notable depth of engagement, in the form of a 2:23-second dwell time.
– This is more than 11x the average session length of online video which is 20 seconds.
– It also received a total of 1.5 million earned media impressions across TV and online.