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Brands everywhere are continuing to recognize and harness the power and capabilities of Augmented Reality (AR) Lenses, which allow consumers to enhance the world around them.

In collaboration with Snap Inc. and UM MENAT, Mediabrands' industry-leading proprietary research offering, has announced a new study, The Augmented Reality Playbook: Understanding the Role of AR in the Purchase Journey.

The study aimed to uncover the true capabilities of AR ads (Lenses), as well as understand the role of AR ads in the consumer purchase journey.

Research was gleaned from multiple brands representing different verticals, including Levi’s and The LEGO Group, and was conducted in five different markets including US, Canada, Australia, Saudi Arabia, and France. Different types of AR Lenses were tested to explore the potential of AR, including: Shoppable AR Lenses, Gamified Entertainment Lenses, Interactive Entertainment Lenses and tactics like World Facing Lenses, and Front Facing Lenses.

“I’d say with Web 3.0, the Metaverse, why is there wide speculation into the role of AR lens, whether it’s a one-time trend or not?  What we’ve seen is that it is here to stay and grow. Brands need to treat it as a full funnel and immersive experience; Treat it like another brick and mortar that isn’t going anywhere.  For me, the importance is dialing up consideration for a brand. The +6% lift with the inclusion AR lenses, shows there is desire from the consumer to be communicated with in a different way,” noted Nadeem Ibrahim, Head of Digital, UM Saudi Arabia.

The study shined a light on how the sequence of video and AR can play a crucial role in engagement. Tested within a multi-product campaign that started the sequence with a video ad and followed with interactive AR, showed amplified impact on traditional metrics.

“We have seen firsthand the value AR brings to the marketing mix, and specifically how Snapchat can contribute to full funnel success, as we've been creating AR experiences for nearly a decade,” said Dave Roter, VP of Global Agency Partnerships, Snap Inc. “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.”

The Augmented Reality Playbook Key Findings and Data Points:

• AR ads provide utility and help brands build deeper connections with consumers. Marketers should leverage this to differentiate their brand when it matters most.
  • Consumers found AR ads to be significantly more informative (+5% more than Pre-roll ads) and more useful (+6%) than traditional pre-roll ads.
  • The study also uncovered that the various types of AR ads tested helped consumers feel closer to the brand (1.3x more than pre-roll) and got them excited about the brand (1.15x more than pre-roll).

• AR ads play a unique role in each phase of the purchase journey - marketers shouldn’t view AR as an add-on but an always-on tool to build and amplify brand messages
  • For those early in the purchase journey, AR ads capture consumers’ attention.
  • For those in the consideration process, AR ads shape brand opinions in a positive light
  • For those ready to make a purchase decision, AR ads are impactful throughout the branding funnel

• While AR can shape how consumers feel about brands, marketers should use different AR formats to achieve their desired outcomes.
  • Shoppable AR lenses trigger consumers at the end of their journey to take the next step, driving search intent (+8%).
  • Gamified entertainment AR lenses bring in a broader audience and differentiate consumers in the beginning of the purchase journey (+12%).
  • Interactive entertainment AR lenses are found to boost memorability (+9%) and brand perception – people in the middle of the journey see the brand as more innovative (+9%) and those in the end see it as unique (+8%).

• AR should be strategically positioned in campaign sequencing as part of consumer’s exposure to the brand on the platform.
  • Brands benefit directly with higher purchase intent (+6%) and brand preference (+6%) when an AR ad is in the mix
  • Place AR in the middle of video, as the element of delight helps build brand perception