Google.Recently announced, which introduced AR technology to desktop and mobile browsers to drive "network augmented reality for all." Users will be able to interact with 3D objects embedded in the site and place the objects in their own environment (venturebeat is written "via a tablet or mobile phone camera", but not reflected in the presentation). All this needs to be done on the browser without having to launch a specific AR application.

Users can interact with the 3D model on a browser and view it in their own environment

Google's new plan

Google hopes to increase AR usage by avoiding downloading and installing AR apps. The release is based on Google's ARCore, which supports Android's AR application development. However, ARCore requires users to download and install apps on their phones to use AR. With the new Web AR program, users no longer need to install applications. Instead, they can view AR content directly from their favorite publisher's website via a web browser.

Google clearly wants to make sure that it continues to earn advertising revenue from the web. From the beginning to the present, the Web has been at the heart of Google's DNA. More than 70 percent of Google's advertising revenue comes from the web, and most queries around the world are web-searched.

Finally, Google wants to further consolidate the network as a key strategy. For Google, make sure that future content creation and consumption remains on the web page rather than on separate apps, while continuing to innovate for its top partners (brands and publishers). If publishers stop producing premium content on the web, Google won't present the latest content to users.

If brands stop spending money on the web, Google will lose revenue. Even though both Facebook and Apple's rivals have launched augmented reality (AR) initiatives specifically targeting mobile app platforms, Google's push for high-tech innovation makes sense because it is a key strategic platform for the Google ecosystem.

What does WebAR bring to Google's ads?

Even before Google's announcement, advertisers benefited from the AR ad experience. Earlier in the holiday season, Universal Pictures andOmniVirtCo-launched the AR Music Experience, which uses facial recognition technology to place AR objects on a user's face, OmniVirt launched an ad experience on the ad network (no new app download required).

OmniVirtBrad Phaisan, the company's chief executive, believes that with Google's announcement, advertisers will benefit in three ways:

1, the technology more powerful AR advertising format. Augmented reality is a very advanced technology that requires machine learning and a lot of data to make it very accurate. Accessing Google's framework will make the VR/AR ad format more complete. Now we can extend our advertising capabilities from AR facial recognition campaigns to place branded objects in user environments. Google's Web AR technology makes our platform and the work we do with our customers even more powerful.

2, the use of Google's advertising products to improve the effectiveness of advertising. The technology also provides a platform for AR advertising to provide more powerful products on Google's main online advertising products, such as AdWords and DoubleClick. By buying online ads in the same way, advertisers can now build AR experiences on the web and, more importantly, use Google's advertising products to promote these links.

3, even if there is no camera can also use AR objects. In addition to the novelty of placing items in a user environment, the use cases for AR objects are extensive. For example, a 3D object can become a virtual showroom experience even if the camera is not enabled. In fact, at OmniVirt, we received requests for a camera-free 3D experience, so we created a web format for advertisers to display their products in 3D on publishers' websites. With a simple click, users can now turn on the camera and see the AR experience in their environment.

Recommended reading

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