Snapchat shared some new insights into the value of AR for advertising, highlighting how impressive and engaging AR experiences can be and how Snap’s AR tools, in particular, can lead to a better response.
Snapchat commissioned a market research company Alter Agents conduct an AR immersion study, which measured heart rate variability when looking at different types of experiences with social content.
As Snap explains:
“When we talk about “immersion”, we mean a neurological condition based on a person’s relative level of attention and emotional connection. When people are very immersed, they pay attention, are emotionally engaged, and actively store information in memory. In other words, they are “in the zone”, and their experience resonates on a fundamental level – to the extent that it can predict future behavior.”
Based on this study, Snapchat found that the AR experiences are indeed more impressive, with the AR process on Snapchat, TikTok, Facebook and Instagram all generating more immersion scores above the overall entertainment average.
But Snap’s AR tools were even more impressive – according to the findings, Snapchat’s AR was measured 1.7x ‘more immersive’ than any other app.
Now, some of these measures are variable, based on methodology and process. Is heart rate variability really the best measure of this, or would eye monitoring and neurological response data provide indicative measures of actual engagement and mental response?
In that sense, I would say that based on this study, this is one of the ways to suggest that Snapchat’s AR tools are very impressive, and it is worth considering in your process. But how much weight you give to each specific analysis and process will depend on your view of them.
In addition, Snapchat also found that AR advertising generates an improved consumer response to various elements.
Again, there are some variables in the process, but it provides additional food for thought regarding AR advertising, and with AR glasses on the go, it will become more of a focus for more and more brands going forward.
Here you can check out Snapchat’s complete AR immersion study.
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