There are provided an augmented reality contents providing apparatus based on a Web information structure including: an HTML document that includes a URI setting unit setting a uniform resource identifier (URI) corresponding to a point of interest (POI), a POI processing unit collecting attribute information from a target terminal and identifying the POI by using the collected attribute information, a virtual object processing unit that matches a virtual object associated with the URI to the identified POI; and a 3D browser engine used for setting coordinates on the 3D physical space such that the POI and the virtual object are displayed in a 3D virtual space through a Web browser of the target terminal, analyzing video information of the POI and the virtual object based on the set coordinates, and providing the target terminal the analyzed video information.
