Introduction to Snapchat’s Snap Ad to AR
In November, BMW became the primary company to check Snapchat’s latest augmented reality ad unit, often called Snap Ad to AR. This progressive ad format allows users to swipe up on a video or image to trigger a related branded lens, giving them an immersive and interactive experience. For BMW, this meant that a 3D version of their latest automotive, the BMW X2, appeared in a lens, allowing people to walk around it as in the event that they were in an actual showroom.
The Growth of Snap Ad to AR
Six months after BMW’s campaign, over 100 advertisers have used Snap Ad to AR, including well-known brands like Foot Locker, Nike, and Hershey’s. According to Snapchat, 95 percent of Snap ads (excluding Story Ads) at the moment are bought programmatically, making it easier for corporations to succeed in their target market. This growth is probably going because of the cost-effectiveness and engagement of Snap Ad to AR ads.
Cost-Effectiveness of Snap Ad to AR
One of the most important benefits of Snap Ad to AR is its affordability. These ads are less expensive than Snapchat’s lenses, despite containing lenses themselves. The cost of Snap Ad to AR ads is auctioned at $3 to $8 CPMs, which is similar as regular Snap ads. Additionally, Snapchat has decreased the minimum every day spend for its self-serve platform from $100 to $50, making it more accessible to smaller businesses. Overall, Snap Ad pricing has decreased by 65 percent, making it a more attractive option for marketers.
Comparison to Snapchat Lenses
Snapchat’s lenses are dearer because they’re delivered upfront, relatively than hidden behind an ad. This signifies that users can access lenses directly inside the camera, without having to swipe up on an ad. However, the associated fee of lenses has decreased since last yr, with audience-targeted lenses now costing $40,000 per day on top of an agreed-upon CPM. This makes Snap Ad to AR a cheaper option for corporations looking to succeed in their target market.
Engagement and Success Stories
Snap Ad to AR has shown promising results when it comes to engagement. During the vacation season, Foot Locker and Jordan Brand created 4 different Snapchat AR ads for the Air Jordan 1 Gatorade collection. The campaign, which ran for 2 days, had a mean play time of 45 seconds and garnered over 4 million impressions. Similarly, Hershey’s is currently running ads for Ice Breakers, which began in mid-April. These success stories display the potential of Snap Ad to AR to drive awareness, engage consumers, and increase brand excitement.
Conclusion
Snap Ad to AR has grow to be a well-liked ad format amongst marketers, offering a cheap and interesting approach to reach goal audiences. With its affordability, interactive experience, and promising results, it’s no wonder that over 100 advertisers have used Snap Ad to AR in only six months. As Snapchat continues to evolve and improve its ad formats, we will expect to see much more progressive and effective promoting campaigns in the long run.
