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VR/AR

The Augmented Reality Playbook

  • Posted: May 30, 2023

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 Augmented Reality Playbook

The Augmented Reality Playbook

 

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

  • Marketers should view AR ads as brand amplifiers rather than add-ons and use these ads strategically.
  • AR ads perform as well as pre-rolls to achieve brand objectives. Additionally, consumers considered AR ads more enjoyable, as well as providing more utility and information than pre-rolls.
  • AR ads play different roles in each stage of the purchase journey and marketers should match the appropriate AR lens with the brand goal and audience target at each stage.
  • Sequencing the exposures of AR ads can help amplify their impact. Starting the sequence with a video ad followed by the AR ad resulted in an amplified impact on brand metrics. Alternatively, placing the AR ad in between two video ads showcased the brand as cheerful and boosted search intent.

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The ARF Immersive Advertising Study
  • Article

The ARF Immersive Advertising Study

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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The Use of AR/VR and Meta in Advertising

  • Posted: March 30, 2023

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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<em>JAR</em> Calls for Papers: Immersive Technologies & Prosocial Advertising

JAR Calls for Papers: Immersive Technologies & Prosocial Advertising

  • JOURNAL OF ADVERTISING RESEARCH

Editors at the Journal of Advertising Research have launched two new calls for papers on timely themes — one on immersive technologies and the other on prosocial advertising messages. Interested in contributing your robust work in these areas? Read on to learn about goals for each call and the journal’s resources and support toward submitting a successful paper.

What About Brand Safety?

  • Posted: November 3, 2022

A major new study by Meta examined the impact of ad adjacency to risky content. The study concluded that there is “minimal-to-no association for content adjacent to ads regardless of risk severity of the content”.

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Virtual Reality: Is It Real This Time?

Virtual Reality: Is It Real This Time?

  • Summary by Amy Laine, IBM, ARF Social Council Chair

With 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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