A recent study commissioned by Mediabrands, UM MENAT, and Snap Inc. reveals how AR ads provide utility and help build deeper connections with consumers and reveals AR best practices to optimize the purchase journey.
Brands everywhere are continuing to recognize and harness the power and capabilities of Augmented Reality (AR) Lenses, which allow consumers to enhance the world around them. In collaboration with Snap Inc. and UM MENAT, Mediabrand’s industry-leading proprietary research offering, today announced a new study, "The Augmented Reality Playbook: Understanding the Role of AR in the Purchase Journey." The study aimed to uncover the true capabilities of AR ads (Lenses), as well as understand the role of AR ads in the consumer purchase journey.
The research was obtained from multiple brands representing different verticals, including Levi’s and The LEGO Group, and was conducted in five different markets including the US, Canada, Australia, Saudi Arabia, and France. Different types of AR Lenses were tested to explore the potential of AR, including Shoppable AR Lenses, Gamified Entertainment Lenses, Interactive Entertainment Lenses, and tactics like World Facing Lenses, and Front Facing Lenses.
“I’d say with Web 3.0, the Metaverse, why is there wide speculation into the role of AR lens, whether it’s a one-time trend or not? What we’ve seen, is that it is here to stay and grow. Brands need to treat it as a full-funnel and immersive experience; Treat it like another brick and mortar that isn’t going anywhere. For me, the importance is dialing up consideration for a brand. The +6% lift with the inclusion of AR lenses, shows there is a desire from the consumer to be communicated with in a different way.” Nadeem Ibrahim, Head of Digital, UM Saudi Arabia.
The study shines a light on how the sequence of video and AR can play a crucial role in engagement. Tested within a multi-product campaign that started the sequence with a video ad and followed with interactive AR, showed amplified impact on traditional metrics.
“We have seen firsthand the value AR brings to the marketing mix, and specifically how Snapchat can contribute to full-funnel success, as we've been creating AR experiences for nearly a decade,” said Dave Roter, VP of Global Agency Partnerships, Snap Inc. “AR provides an immersive experience for our advertisers and these findings further demonstrate that AR offers a differentiated opportunity for brands to reach the right audiences, when it matters most, all while driving meaningful business for our customers.”
The Augmented Reality Playbook Key Findings and Data Points:
The full study can be found here.