We have all heard of the big switch from Print to Digital. As brands seek to better engage consumers digitally, they are looking to new forms of communication and commerce to break through all the noise. Because augmented reality (AR) is highly immersive, it represents the next big opportunity for brands.
So, AR is the new buzz.
Immersive experiences offer significant value:
People show high levels of immersion when engaged with an AR experience. When we talk about “immersion,” we’re referring to a neurological state based on a person’s relative level of attention and emotional connection. When people are highly immersed, they are paying attention, emotionally engaged, and actively committing information to memory. This mean as an Influencer, engaging your Ads with AR can mean more views.
Augmented reality is highly immersive:
The results of the study clearly show that, overall, AR is an attention-grabbing, emotionally engaging experience. From Snapchat and TikTok to Facebook and Instagram, respondents’ average scores on the Immersion Index were higher than industry benchmarks for the Entertainment category, which includes 350 experiences across television, film, music, gaming, and sports.
Augmented reality on Snapchat is 1.7x more immersive than anywhere else:
Snapchat was found to be the most immersive social platform for AR experiences — more so than other mobile platforms who offer AR in their camera. Participants in the Alter Agents study were asked to use the platforms as they normally would for 60 seconds at a time in a randomized order, all with some form of AR experience. The Immersion Index scores were averaged out, and a clear frontrunner emerged.
AR experiences can drive business results:
It’s clear that advertising to highly immersed, attentive individuals shows positive implications for an ad’s effectiveness. These research findings are meaningful to advertisers planning campaigns or Influencers, who present a point of differentiation for Snapchat compared to other platforms.
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