Snapchat, in collaboration with Wpromote and Lumen, has explored the effectiveness of augmented reality (AR) campaigns in enhancing attention and brand performance. The research aimed to understand the impact of interactive brand experiences, specifically AR Lenses, compared to traditional non-interactive formats like video.
Key Findings
Impact of AR on Attention: The study analyzed 38 campaigns, revealing that incorporating AR Lenses significantly boosts attention and engagement. AR experiences lead to more deliberate decision-making, as users engage longer and with greater intention.
Performance Metrics: Campaigns utilizing AR showed impressive results, including:
- 2.4x Ad Awareness lift
- 1.8x Brand Awareness lift
- 1.4x Brand Association lift
These metrics indicate that AR not only captures attention but also enhances brand recall and association more effectively than static or video ads.
Decision-Making Process: AR encourages a slower, more thoughtful decision-making process. The swipe-to-purchase ratio for AR Lenses is 6.4x higher than for commercials, demonstrating that users are more likely to make intentional purchases after engaging with AR content.
Creative Best Practices: Following established creative best practices is crucial for maximizing attention across formats. For AR, elements like shareability, prominent branding, sound-on design, and talent presence significantly enhance engagement.
Implications for Marketers
Integrate AR with Video: Combining AR with video campaigns can enhance attention and improve brand outcomes, fostering stronger associations and increasing conversion likelihood.
Understand Decision-Making Differences: Marketers should recognize that AR leads to slower, more thoughtful consumer engagement, while video prompts faster decisions. This understanding can guide campaign strategies and attribution windows.
Blend Creative Strategies: Merging AR's engaging features with traditional video practices can optimize brand recall and engagement, tailoring creative approaches to leverage the strengths of each format.
This research underscores the importance of attention in advertising, emphasizing that brands must strategically incorporate AR to maximize influence and drive business results.
