Augmented Reality ads influence consumers’ purchasing decisions, study
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., MAGNA Media Trials, MAGNA’s industry proprietary research offering, have 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.
Kara Manatt, EVP, Intelligence Solutions, MAGNA: “AR has been around and has been tested on in the marketplace, but there were still many questions regarding how and where AR could fit in the marketer’s toolbox. The research reveals that AR provides utility and informs consumers about the brand, above and beyond pre-roll video ads, while also enabling brands to build deeper, more personalized connections with consumers.”
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.
Dave Roter, VP of Global Agency Partnerships, Snap Inc: “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. 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:
According to the study:
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 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, leading consumers to think of the brand as more up-to-date and differentiated when it matters most.
For those ready to make a purchase decision, AR ads are impactful throughout the branding funnel, but most importantly drive intent to take the next steps – bringing the brand top-of-mind, increasing brand favorability, and actively searching for the brand.
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%).
The ability to interact with the product through world-facing AR lenses, such as viewing furniture from the consumers living room, impacts those in the middle of the journey and results in higher purchase intent (+8%) and build relevance for the brand relevance (+7%). While front-facing lenses help lift brand image among those closer to purchase, with +5% lift in brand uniqueness and 4% lift is relevancy.
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.
The full study can be accessed here
