Snap sees the potential in social AR for marketing and advertising
➨ Snap and WPP will collaborate on new products and technology
➨ They are also setting up the AR Lab Academy, a training programme centred on AR technology and products
➨ Snap is eager to capitalise on a finding from a recent study that revealed 94% of people are expecting to use AR for shopping purposes the same as or more next year than they did in 2021
Snap has selected WPP as its first agency augmented reality (AR) partner, a sign that the company is ready to propel the immersive technology to the forefront of marketing and advertising across its platform.
The self-styled camera company and owner of popular instant messaging and social photo sharing app Snapchat appears eager to capitalise on a finding from a recent Snap-commissioned study that revealed 94% of people are expecting to use AR for shopping purposes the same as or more next year than they did in 2021.
The same study, carried out by Deloitte, found that interacting with products that have AR experiences leads to a 94% higher conversion rate, tallying with WPP’s claim that advertisers on Snap platforms are finding their immersive campaigns to be significant drivers of business.
WPP made this point in its announcement about the partnership with Snap, which will see the global communications company gain end-to-end access to its AR technology, including creative production and measurement.
Snap’s first agency AR partner
As Snap’s first agency AR partner, WPP says the companies will collaborate on new products and technology, such as the recently launched Snapchat Trends tool, which allows teams to use proprietary insights and data to inform creative and campaign development.
WPP will also gain access to a custom AR Lab Strategy Guide. This includes best practices to inform creative development using Snap’s AR technology while ensuring that branded AR experiences can be brought to market faster and more easily than ever before.
The companies plan to implement a co-developed custom optimisation scorecard for WPP clients, which will be used to generate more effective campaigns.
WPP says their methodology will provide insights into the performance of these campaigns, allowing teams to measure success and adapt in real-time.
In WPP, Snap has found a partner that was an early adopter of AR technologies. GroupM, its media buying arm, has doubled its 2021 social AR investment in the last year.
Learning and mastery of AR technology will be front and centre of the partnership, in a bid to improve agency understanding and campaign effectiveness, as well as that of clients.
With this in mind, the partners are setting up the AR Lab Academy, a training programme centred on AR technology and products.
With support from a dedicated team at Snap, the programme aims to certify a minimum of 1,000 WPP employees by the end of this year.
Snap will also sponsor a quarterly AR production competition for WPP clients in key markets such as Australia, Canada, Denmark, France, the UK and the US. The most innovative AR experiences will be brought to life as campaigns on Snapchat at scale.
‘Engaging, impactful and drive real business results’
David Roter, vice president of global agency partnerships at Snap, indicates that the trend of more than 200 million Snapchat users engaging with AR every day is a sign that now is the time to take the company’s plans for the immersive technology to the next level.
He continues: “This partnership will help brands reach that community through the camera in ways that are engaging, impactful and drive real business results. We are thrilled to debut this initiative with WPP and look forward to driving this important frontier in marketing and commerce together with their clients around the globe.”
Sanja Partalo, executive vice president of strategic development and partnerships at WPP, adds: “Snap has built an impressive AR platform and we are delighted to partner with them to ensure our people can access Snap’s latest AR technology and in turn develop richer, more innovative commerce solutions for our clients and their customers.”
Images: WPP and Snap