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AUGMENTED REALITY
How AR can offer a differentiated opportunity to reach audiences
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:
- When AR was added to the mix, it was found that the consumer was more likely to progress in the purchase journey with higher rates of purchase intent (+6%).
- AR ads were found not only to deliver on brand metrics, but were noted by consumers to provide increased levels of utility, helping inform their decision making or driving further desire to purchase.
- 5% of consumers found AR more informative than pre-roll video, sighting the “usefulness” of AR (+6%), ultimately driving deeper feelings of brand connection (+14%).
- AR was also found to perform best when placed in the middle of the purchase journey.
- When the AR ad was placed in the middle, search intent was significantly higher (+11%), versus when AR was not placed in the middle. Sequencing of AR in the media mix is critical to maximise success.
“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.”
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