Augmented Reality (AR) Lenses: A Game-Changer for Advertisers, Study Finds
The Power of Augmented Reality: How AR Lenses are Revolutionizing Advertising
Augmented reality (AR) technology has been making waves in the advertising world, with new research from attention measurement service Amplified Intelligence highlighting its effectiveness in capturing audiences’ attention and increasing purchase intent.
In a study conducted in partnership with Snap and OMD, data was gathered from a panel of 2,121 users across six countries, with over 32,000 total ad views analyzed. The research focused on the impact of Snapchat’s AR lenses on both short-term and long-term brand uplift.
The results were impressive, showing that AR lenses encourage five times higher active attention compared to other social media platforms. Ads utilizing AR lenses were actively watched 81% of the time they were in view, with an average active attention span of 12.6 seconds.
After just one exposure, ads featuring AR lenses increased short-term likelihood to buy by 53% and long-term likelihood by 31%, showcasing the technology’s potential to drive results for advertisers.
Karen Nelson-Field, Founder and CEO of Amplified Intelligence, emphasized the transformative power of AR in advertising, stating that AR seamlessly integrates unique experiences with purchase decisions, making every second of attention count in a competitive media landscape.
The research findings underscore the value of AR advertising in driving increased engagement between audiences and advertisers. Jean-Paul Edwards, Managing Director at OMD Worldwide, highlighted how the interactive and immersive nature of AR lenses not only captures attention but also delivers brand effects that go beyond traditional ad formats.
Alexander Dao, Global Head of Agency Development at Snap, echoed this sentiment, noting that AR lenses on Snapchat are driving strong short and long-term brand lift by putting Snapchatters at the center of the action.
As digital frontiers expand to incorporate immersive technologies like AR, precise attention measurement and understanding viewer behavior will be crucial for advertisers looking to maximize ROI and deliver effective campaigns. AR lenses are proving to be a game-changer in the advertising world, offering a human-first approach to data collection and driving brand recognition and loyalty in new and innovative ways.
