Augmented Reality Outdoes Other Media Formats for Engagement - Adweek

Editor’s note: Today’s file is portion of a bid with Snap on augmented reality. Below, Nina Mishkin, manager of marque strategy, outlines the findings from a survey connected AR’s narration to callback and marque choice.

Do I person your attention?

When it comes to planning, buying and measuring media, each eyes are connected attention these days.

While viewability was the spirit of the play erstwhile integer show and video were successful its aboriginal days, marketers and media agencies are looking to place the due measurement of whether ads are seen successful this heavy mobile and connected age. After all, attraction puts the user astatine the center—it is virtually what each advertiser is seeking from consumers. The increasing grounds that attention drives outcomes, whether it is income oregon marque building, has the selling assemblage taking notice.

It’s go evident that the existent metrics to measurement media effectiveness, particularly integer media, are not up to the mark. Viewability assumes that each impressions person been considered adjacent careless of format—whether oregon not any attraction has really been paid to an ad.

While this has fixed the advertisement manufacture a minimum threshold for mounting CPMs, it has besides meant, astatine times, user acquisition and strategical readying autumn to the wayside successful the contention to the lowest CPMs that meets minimum standards. That means augmented reality, which is already a misunderstood format, doesn’t ever get the recognition it deserves fixed its immersive nature.

Understanding attraction paid to AR

The quality of attraction fixed to branded AR filters has its ain immersive shape. Let’s interruption it down: Years of probe person shown that attraction to TV ads are wide but rather deep—a emblematic 30-second TV advertisement is noticed by 43% of viewers for astir 14 seconds connected average, arsenic per Lumen, an attraction measurement firm.

The enactment is antithetic erstwhile it comes to online videos, arsenic attraction paid tends to beryllium wide but short—if ads look connected screen, they volition beryllium noticed but lone for a 2nd oregon two.

Earlier this year, Snap and Dentsu partnered with Lumen to research the interaction of attraction being paid to advertizing connected callback and marque prime done dedicated user research. The findings from this study revealed that attraction to augmented world is wholly antithetic from different media formats.

Accessing an AR acquisition mightiness not beryllium arsenic commonplace arsenic watching a video, but those consumers who usage AR prosecute with the format for acold longer and person deeper and much immersive experiences. Imagine opening an AR Lens for a furnishings brand, wherever you usage it to spot antithetic couches successful your surviving space—not lone is the playtime for this Lens going to beryllium longer than watching a video advertisement for a caller couch, the user is besides actively engaging with the merchandise during the full experience.

This signifier was existent for antithetic types of branded AR Lenses assessed successful the research. Whether it was shoppable, amusement oregon gaming, Snap AR Lenses successfully retained attraction for longer periods of time—80% engaged with Lenses for astatine slightest 2 seconds, whereas little than 10% of radical engaged with different formats for much than 2 seconds^.

And arsenic attraction increased, truthful did the assistance for some cardinal marque metrics—recall and marque choice. In fact, marque callback was 1.3 times much for those exposed to AR Lenses versus different channels.

High attraction paid to AR delivers media much effectively

What we person successful AR is an advertizing portion that, arsenic a signifier factor, is dissimilar immoderate different video oregon show unit, simply due to the fact that of the highly idiosyncratic quality of the engagement. There’s nary different advertisement format that makes your assemblage the prima by virtually putting your marque connection connected their face, their body and successful their world, creating precocious intent and lean-in experiences for these audiences.

Therefore, AR cannot beryllium compared to different advertizing formats utilizing the aforesaid metrics. Impressions, views and presumption clip are nary longer enough. The media manufacture needs a caller attack to readying and prioritizing attention, a azygous metric that tin beryllium utilized to measure inventory prime crossed media channels.

For example, successful this aforesaid probe with Dentsu, it was revealed that attraction paid to Snap AR Lenses exceeded Dentsu benchmarks crossed different platforms and formats by 4 times. This means different platforms would request 14 to 20 ads to make the aforesaid level of attraction arsenic Snap AR Lenses bash for the aforesaid brand.

This is simply a cardinal gamechanger for however AR should beryllium considered and integrated into media plans.

Include highly attentive AR successful your selling mix

These attraction findings reaffirm that AR should beryllium an integral portion of the advertisement premix on with video. AR offers advertisers a large accidental to chopped done clutter of video successful an businesslike and effectual way.

With a overmuch longer engagement clip than different societal formats, advertisers tin usage AR to physique deeper relationships betwixt their marque and consumers and physique connected mid-funnel KPIs, including marque perception.