The definition in two sentences
WebAR (web augmented reality) is augmented reality that runs in the phone's web browser, with no app download. Through the camera, the phone recognises an image, a surface or the surroundings and overlays digital content on it: a video, an animation, a 3D model or buttons.
For the viewer it goes like this: they scan a QR code or click a link, allow camera use and point the phone at a flyer, a package or a poster. The content appears in place of the material.
How web AR works, step by step
- Entry — a QR code, a link, NFC or a button in an email or an ad.
- Camera permission — the browser asks for camera access; no installation, no registration.
- Recognition — the phone recognises a printed image (image tracking), a face or a flat surface.
- Digital layer — a video, an animation, a 3D model or interactive buttons appear over the image.
- Next step — contact, purchase, sign-up, directions or sharing.
WebAR or an AR app?
| What we compare | WebAR (browser) | AR app |
|---|---|---|
| Start for the viewer | A QR code or link, a few seconds | Finding, downloading and installing an app |
| Campaign reach | Most modern Android and iOS smartphones | Only people who install the app |
| Content updates | Instantly, on the server side | Often requires an app update |
| Technical capabilities | Video, animation, 3D, image and surface tracking | The most advanced effects and offline work |
| When to choose it | Campaigns, print, packaging, events, a one-off contact with the brand | Tools used daily, games, complex apps |
For marketing campaigns and AR-enabled print, WebAR wins with its low barrier to entry: the fewer the steps, the more people actually see the content.
Where WebAR works best
- Printed materials brought to life — flyers, catalogues, business cards, posters, invitations and holiday cards that play a video.
- Packaging and labels — instructions, a recipe, the story of the product or a game after scanning the package.
- Events and trade shows — a product presentation at the stand that also works after the event.
- Museums and tourism — reconstructions, a guide and language versions on the visitor's phone.
- E-commerce — a 3D product and a jump to the shop with one button.
What you need to launch WebAR
All you need is a material the phone can recognise (a clear, distinctive graphic), content to show (a video, an animation or a 3D model) and a way in, most often a QR code. Runvido prepares the whole thing: the idea, the video, the design, the technology, device testing and printing.