Introduction to AR Partnership
The world of social media and e-commerce is evolving rapidly, with a growing deal with augmented reality (AR) experiences. Recently, WPP and Snap Inc. announced a world partnership centered on the event of AR products, specifically ones that link AR with e-commerce. This partnership makes WPP the primary Agency AR partner for Snap, marking a major milestone within the industry.
What the Partnership Entails
Through the AR Lab, WPP clients can collaborate on latest Snapchat products, including the recently released Snapchat Trends tool, in addition to access a custom strategy guide offering best practices. WPP and Snap are also implementing an optimization scorecard to assist marketers track the effectiveness of their AR efforts and adjust tactics in real-time. The AR Lab has an AR certification program that goals to achieve, at minimum, 1,000 WPP employees in 2021. Snap may also sponsor a quarterly AR production competition where winning WPP clients in markets just like the U.S., U.K., and Canada will see their campaign ideas funded to scale on Snapchat.
The Growing Role of Social Commerce
The partnership between WPP and Snap recognizes the growing role of social commerce, where content shared on platforms like Snapchat might be closely tied to purchases. This could possibly be a more vital tactic for brands which can be contending with one other unusual holiday period that would see pandemic-wary consumers conduct more of their gift-buying online. A recent Deloitte study commissioned by the Snapchat owner revealed that 94% of surveyed respondents plan to make use of AR for shopping at the identical or greater levels in 2022 than they did this yr.
Benefits for Marketers
Through the newest AR program, Snap is opening up WPP clients’ access to latest promoting products, akin to a Snapchat Trends tool launched in August that pulls on popular keywords shared through features just like the disappearing Stories format. Those insights are supposed to help marketers conduct product market research, refine their copy, and construct user personas and profiles. Marketers which can be cautious to place a great deal of spending behind experimental AR could find the quarterly production competitions appealing, as Snap will provide the funding to scale Snapchat campaigns it views as revolutionary.
Competition within the Market
Snap’s rivals are honing an identical deal with shopping, including TikTok and Instagram. TikTok in August inked an agreement with WPP rival Publicis Groupe around social commerce that features a multi-week incubator program timed for the vacations. In an effort to distinguish itself, Snap has put more resources into AR. A streak of acquisitions by Snap this yr has included AR display startup WaveOptics; FitAnalytics, which helps consumers find the fitting size for online apparel purchases; Screenshop, which lets users scan and shop outfits shared by friends; and Vertebrae, a 3D and AR commerce company.
Conclusion
The partnership between WPP and Snap Inc. marks a major step forward in the event of AR products and social commerce. As the social commerce market continues to grow, with forecasted revenue of nearly $3.4 trillion by 2028, marketers are ramping up their social commerce bets. The AR Lab and the quarterly production competitions offer a singular opportunity for marketers to innovate and scale their AR efforts, providing a competitive edge available in the market. As the industry continues to evolve, it can be exciting to see how this partnership shapes the longer term of social commerce and AR experiences.
