Snapchat’s AR Advertising: A Work in Progress
Snapchat’s AR aspirations have hit a reality check as the social platform shifts its focus from creating AR tools for businesses to doubling down on AR advertising. While some advertisers, particularly in the retail sector, have seen success with Snapchat’s AR ads, the platform still faces challenges in convincing advertisers across all industries to invest in AR.
Despite the reservations from some advertisers, industry experts like Brittany Eber and Nick Jones believe in the potential of AR advertising on Snapchat. Eber emphasized the value of AR advertising for engaging audiences, while Jones highlighted the incremental results seen when pairing AR with Snapchat’s video solutions.
Snapchat’s AR successes with big brands like OPI, Disney, and Tiffany & Co demonstrate the platform’s ability to deliver engaging and immersive experiences for consumers. However, challenges remain as advertisers continue to view AR as an experimental ad format rather than a must-have marketing tool.
As Snapchat reevaluates its AR strategy, marketers are hopeful for advancements in AR technology that will drive more effective outcomes for brands. While AR on Snapchat may not be a fit for every campaign, it has proven to be successful for specific niches like retail.
Overall, the future of AR advertising on Snapchat remains uncertain, but with continued investment in AR technology and partnerships with big brands, the platform has the potential to solidify its position as a leader in AR advertising.
