Introduction to Augmented Reality Advertising
Creating purchase intent is the last word test of digital promoting. The ability of a platform to drive consumers to purchase from an promoting partner is amongst crucial KPIs. As augmented reality (AR) has evolved, it has change into probably the greatest tools to drive purchase intent on Snap and beyond. Snapchat has 306 million every day lively users, creating and consuming ephemeral content from friends and types. Of those users, 200 million use its AR tools each day.
The Power of AR in Advertising
David Norris, European head of creative strategy at Snap Inc, tells us that the corporate’s research found that using AR drove a 2.4x higher purchase intent amongst users of the platform. He believes that brands are discovering that having a presence inside AR – effectively inside the camera of the user – is driving tangible uplift. Norris claims that for an AR campaign by COTY that uses AR inside Snapchat, an enormous 62% of the audience that went through the experience ended up making a purchase order at the top.
Brands and AR: A Growing Relationship
Norris attributes the success of AR campaigns from Warner Bros, Tommy Hilfiger, and more on Snap as a consequence of being in-camera, stating that Snap’s philosophy is that “the camera is the keyboard” for users navigating inside the app. He also says that the mixing of AR with utility functionality can have positive impacts when integrated with other parts of a campaign. The success of those campaigns demonstrates that AR is becoming an important tool for brands to attach with their audience and drive sales.
Overcoming Impediments to AR Growth
Retail tech startup Wool & Water recently found that greater than half of consumers surveyed imagine AR and virtual reality (VR) have improved during the last six months and can play more of a task in shopping in the long run. However, Wool & Water’s partner and chief strategy officer, Justin McAneny, believes that shoppable AR is currently limited by the undeniable fact that it primarily exists inside apps like Snapchat. Norris, nonetheless, points to the undeniable fact that Snapchat’s users each have already got the app and primarily use their camera as the important thing tool of interaction.
The Future of AR in Advertising
For AR to be a reliable and consistent a part of brands’ ad spend plans – moderately than a novelty and add-on on the tail end – then it must exhibit it has a tangible impact upon the broader campaign. As Snapchat is demonstrating, provided audiences are primed and able to use AR as a part of the same old experience, brands can use the technology to drive and prove purchase intent. The variety of sectors experimenting with AR is widening, with brands from various industries, including fashion, beauty, entertainment, and telco, investing heavily in AR to inform brand stories and drive sales.
Conclusion
In conclusion, augmented reality is becoming an important tool for brands to drive purchase intent and sales. With Snapchat’s large user base and the success of AR campaigns, it is obvious that AR is here to remain. As the technology continues to evolve and improve, we will expect to see more brands incorporating AR into their promoting strategies. The key to unlocking the total potential of AR is to exhibit its tangible impact on the broader campaign, and Snapchat is leading the best way in showing how AR can drive real results for brands.
