The Augmented Reality Playbook
The capabilities of AR ads, their impact on branding metrics, as well as the role of AR ads in the consumer purchase journey, were presented by Aarti Bhaskaran of Snap and Prayushi Amin of Magna Global.
The capabilities of AR ads, their impact on branding metrics, as well as the role of AR ads in the consumer purchase journey, were presented by Aarti Bhaskaran of Snap and Prayushi Amin of Magna Global.
Aarti Bhaskaran – Ad Research and Insights, Global Lead, Snap Inc.
Brian Hughes – EVP, Managing Director, Audience Intelligence & Strategy, Magna Global
The capabilities of AR ads, their impact on branding metrics, as well as the role of AR ads in the consumer purchase journey, were presented by Aarti Bhaskaran of Snap and Brian Hughes of Magna Global. AR should be an integral part of the marketing mix. The benefits of AR ads include increasing brand metrics, such as unaided brand awareness, aided ad recall and purchase intent. Additionally, AR’s personalized experiences help build deeper brand connections with consumers while providing utility and excitement. These conclusions were reached as a result of AR ad testing. The test methodology included a representative mobile panel, randomization and exposure to one of three Snapchat AR ads or to a 15-second pre-roll control ad. The post-exposure survey measured the impact of AR ads on branding metrics. Testing was done in U.S., Canada, France, Australia and Saudi Arabia with five brands across six industries.Key Takeaways
What attitudes do advertisers currently have about virtual reality (VR), augmented reality (AR) and the metaverse? This is an important question, since according to one report by Snap, nearly 75% of the world’s population (and almost all of those using social communications apps right now) are expected to be frequent VR users. A new ARF study, using data from The Advertiser Perceptions Ad Pros proprietary community, gives us a much fuller understanding of advertisers’ attitudes and behaviors toward these nascent technologies.
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During a recent ARF event, experts discussed the implications of the growing use of AI in advertising research. A new survey of marketers and creatives reveals their opinions about the benefits and their concerns about applying AR, VR and the metaverse to advertising.
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Member Only AccessWith the development of emerging technologies like Virtual Reality (VR) and Augmented Reality (AR) in recent years, changes to the advertising and marketing landscapes have followed. Experts from Meta, Snap, Inc. and Influencer joined the Social Council on July 27 to demonstrate what this exciting new medium looks like and expound on what it can do for brands.
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