Introduction to Immersive Advertising
Immersive ads have turn out to be a game-changer on this planet of digital marketing. With the assistance of generative AI (GenAI) and augmented reality (AR), advertisers can now create interactive and fascinating ads that capture the eye of their target market. A recent study by PMG, Snap, and eye square found that immersive formats outperform traditional static ads when it comes to attention, engagement, and brand recall.
Key Findings
The study, which surveyed over 14,800 consumers across seven markets, found that:
- Immersive ads outperform static formats across attention, engagement, and brand recall.
- Brand perception improves when consumers view AI-enabled ads as more premium and progressive.
- Transparency is critical, with consumers preferring brands that disclose the usage of AI in ad creation.
- AI is seen as an enhancer, not a alternative, for human creativity, with 87% of marketers believing it expands capability for ideation, iteration, and execution.
- Best practices for AI use in promoting include specializing in objects, environments, and personalization, while avoiding photorealistic humans.
GenAI and AR as Full-Funnel Drivers
GenAI-powered video and AR Lens ads not only grab attention but in addition strengthen performance across the whole marketing funnel. Compared to static ads, these formats deliver higher recognition, stronger emotional connections, and more meaningful brand recall. Consumers exposed to GenAI-enabled formats usually tend to seek additional product information, visit brand web sites, and share recommendations inside their networks.
Shifting Brand Perceptions
The use of GenAI and AR in promoting is changing the way in which consumers perceive brands. Brands that use these technologies are viewed as progressive, premium, and entertaining. This positive association extends to advocacy, with consumers more likely to interact with and discuss brands that deploy GenAI-powered formats.
Transparency as a Strategic Imperative
Transparency is critical in constructing trust with consumers. Brands that disclose the usage of AI
