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Anatomy of screen-based augmented reality

LondonInsightsContent

October 17, 2025

Immersive experiences are reshaping business

What is screen-based augmented reality?

How screen-based AR works

Computer vision

Spatial tracking

Why this matters for brands: It enables AR experiences to live naturally within real-world environments, whether that’s a virtual product placement perfectly positioned in a store, an immersive installation that reacts to a visitor’s movement, or a campaign that transforms a city street into an interactive brand world.

Image recognition

Why this matters for brands: It turns physical touchpoints into entry points for storytelling, transforming a static label, poster, or object into a dynamic brand experience. This not only extends campaigns beyond traditional media but also invites audiences to discover and interact with the brand in unexpected, memorable ways.

Popular AR platforms and tools

ARKit

ARCore

WebAR

Business benefits of screen-based AR

Interactive product demonstrations

Enhanced customer experiences

Streamlined training and onboarding

Scalable marketing

Summary

Behind the piece

Jamie Shilvock

Real Time Technical Lead
Imagination London

Approaching technology through a lens of creativity, Jamie consistently relishes the opportunity to truly push boundaries. Like really, really push them.

His remit extends to all aspects of interactive technologies, with almost a decade’s worth of knowledge across brand experiences, gaming and architecture to develop numerous award-winning projects.

Jamie is also a new media artist who has performed at music festivals, published artwork in magazines and been featured in art galleries.

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