Maximizing Brand Messaging with Augmented Reality Activations: A Deep Dive into Snapchat’s Latest Study

Snapchat’s latest study, conducted in partnership with Omnicom Media Group and Amplified Intelligence, has revealed the significant impact that augmented reality (A.R.) activations can have on consumer engagement and brand messaging. The study found that incorporating A.R. elements into ad campaigns can drive 5x more active attention compared to industry peers, leading to substantial lifts in brand choice and loyalty.

The data also shows that A.R. contributes incremental gains in brand lift throughout the advertising funnel, enhancing all aspects of branding efforts. Face Lenses, in particular, were found to be highly effective in driving both short-term and long-term brand lift by creating shareable moments and putting consumers at the center of the action.

While creating an effective A.R. Lens may not be easy, Snapchat is continuously working to simplify the process through enhanced tools in its Lens Studio. Additionally, advancements in generative A.I. may soon allow for the creation of unique Lens experiences based on text prompts, further streamlining the A.R. creation process.

As A.R. continues to gain traction through new wearables and devices, brands have an opportunity to leverage this technology to maximize attention and drive better campaign outcomes. Consider incorporating A.R. activations into your marketing mix to enhance consumer engagement and boost brand messaging.