
Public Relations
Communication firm receives recognition for its work on the 2021 Marine Protected Areas (MPA) Day campaign.
AUGMENTED REALITY
By our News Team | 2022
Five-nation study concludes the augmented reality’s ability to drive personalised consumer experiences will boost sales.
How can marketers best use Augmented Reality (AR) to enhance consumer purchases? This is what a recent international study set out to answer, with the results indicating that AR’s ability to deliver a personalised experience is a key benefit.
The research, entitled ‘The Augmented Reality Playbook: Understanding the Role of AR in the Purchase Journey’ was conducted in five countries – Australia, the US, Canada, Saudi Arabia and France – by Magna Media Trials and Snap Inc. The former is part of the Magna global media investment and intelligence company, while the latter is the American-based camera and social media company.
Courtesy of Magna Media Trials and Snap Inc.
Their research was aimed at uncovering the capabilities of augmented reality ads by better understanding their role in the consumer purchase journey.
Says Hannah Rook, Head of Insights at Magna Australia: “The research clearly demonstrates the power of AR to offer consumers a personalised experience they have the luxury of controlling. The fact consumers noted utility and usefulness alongside an increase in purchase intent has confirmed ARs ability to help drive decision-making in the purchase journey.”
Different types of AR lenses were tested
Various types of Snapchat AR lenses were tested to explore the potential of AR. These included Gamified Entertainment Lenses, Front Facing Lenses, Interactive Entertainment Lenses, Shoppable AR Lenses and World Facing Lenses.
Among the key findings:
“We believe AR is the new standard in retail. It enables potential customers to go from ‘this looks good’ to ‘this looks good on me’,” notes Gareth Leeding, Head of Creative Strategy for Asia-Pacific at Snap Inc. “Now, we’re seeing first-hand the value AR brings to the marketing mix, and specifically how Snapchat can contribute to full funnel success.
“AR provides an immersive experience for our advertisers and these findings further demonstrate that AR offers a differentiated opportunity for brands to reach the right audiences, when it matters most, all while driving meaningful business for our customers.”
Communication firm receives recognition for its work on the 2021 Marine Protected Areas (MPA) Day campaign.
Many firms leverage social initiatives to generate positive publicity, to attract the best talent, and to keep pace with their competitors.
The knee-jerk reaction in a recessionary environment is to reduce spending on marketing. But study finds it’s detrimental in the longer term.
Consultancy says it aims to get beyond the tactical and generalist research to drive more impact and business transformation.
He made Tesla a household name. But a tangled private life, provocative comments and the Twitter no-deal may be taking a toll on the brand.
MTN surges up the Kantar BrandZ ranking to take the No.1 spot for the first time as South Africa’s most valuable brand.
Easy online shopping is leading to overconsumption. Encouraging a stronger movement to buying pre-loved goods is therefore vital.
New polling by Ipsos across 28 countries finds that in many markets the public expect recent cost of living pressures to continue.
As spending on traditional advertising starts to increase again, marketers must ensure consumers don’t ‘zap’ their TV ads.
Research by Australian academics shows how companies are using the growing TikTok platform to push unhealthy eating amongst kids.
One-time civil engineer promoted to take over the reins of outdoor advertising giant’s South African business.