Introduction to a New Era of Marketing
WPP and Snap Inc., the corporate behind the favored social media platform Snapchat, have joined forces to create a world partnership called "The AR Lab". This partnership goals to assist brands create and deliver immersive experiences for consumers using Augmented Reality (AR). With a give attention to e-commerce, the partnership combines Snap’s leading AR technology with WPP’s expertise in creative, media, commerce, and technology.
What is Augmented Reality?
Augmented Reality is a technology that enhances the actual world by adding virtual information and objects to it. According to a recent study, 94% of individuals expect to make use of AR for shopping purposes as much as or greater than they did in 2022. This partnership will help WPP clients connect with their customers on the Snapchat platform and drive meaningful business results through AR.
Benefits of the Partnership
As Snap’s inaugural Agency AR partner, WPP could have access to Snap’s AR technology, including creative production and measurement. The partnership may even provide WPP with a custom AR Lab Strategy Guide, which incorporates best practices for creating branded AR experiences. Additionally, WPP and Snap will develop a co-created custom optimization scorecard to generate more practical campaigns.
Enhancing AR Capabilities
WPP has been an early adopter of AR technologies and has invested in its AR capability and partner ecosystem. The company’s media buying arm, GroupM, has doubled its social AR investment within the last yr. The partnership will further develop WPP’s AR capability through a structured learning and development curriculum via the AR Lab Academy. This industry-first training program goals to certify at the very least 1,000 WPP employees by the tip of the yr.
AR Lab Academy and Production Competition
The AR Lab Academy will provide WPP employees with the abilities and knowledge needed to create revolutionary AR experiences. Snap may even sponsor a quarterly AR production competition for WPP clients, specializing in key markets reminiscent of Australia, Canada, and the United States. The competition will provide funding to bring the winning campaigns to life on Snapchat at scale.
Quotes from Industry Leaders
Sanja Partalo, Executive Vice President of Strategic Development & Partnerships at WPP, stated that "AR has a serious role to play in the long run of selling and commerce". David Roter, Vice President of Global Agency Partnerships at Snap Inc., added that "this partnership will help brands reach the Snapchat community through the camera in ways which can be engaging, impactful, and drive real business results".
Conclusion
The partnership between WPP and Snap Inc. marks a brand new era in marketing and commerce. With the assistance of AR technology, brands will have the option to create immersive experiences for his or her customers, driving business results and innovation. As the usage of AR continues to grow, this partnership will play a big role in shaping the long run of selling and commerce. With the AR Lab Academy and production competition, WPP and Snap Inc. are committed to helping brands stay ahead of the curve and create revolutionary AR experiences that engage and encourage their customers.
