Snapchat Releases New Data on How AR and Camera Ads Can Improve Campaign Performance
Snap has recently released two new studies that explore how various Snap ad formats influence user response in the app, as well as how Snapchat's more advanced AR features can aid to enhance brand lift and awareness to let you get the most out of your Snapchat campaign.
The first study, performed in collaboration with Kantar, assessed 52 Snapchat ad campaigns among 50,000 respondents to have a better understanding of what's working presently.
The study discovered that using various ad formats in your campaign yields far greater results.
The data suggests that using several Snap ad formats in your campaigns improves brand recognition and intent, as shown here, and using the Snap Camera amplifies this even more.
According to Snap:
“As target audiences become saturated with Content Ads, which includes Commercials, Snap Ads, and Story Ads, at higher levels, the reallocation of budget towards Camera Ads helps with incremental reach, as well as building differentiated frequency.”
This is in line with the growing interest in augmented reality in general, as well as advanced connecting features. Snapchat has a variety of tools for creating AR-enabled initiatives, and these results demonstrate that including interactive elements can boost your results significantly.
The study also found that rather than oversaturating their target market, marketers should boost their ad exposure within the app to improve performance:
“On average, across the studies included in this campaign, we found that a frequency of 4x/week drove about three-quarters of total possible Intent lift, with the model predicting total saturation at 8x/week.”
As a result, using several formats at a higher frequency can improve the response to your Snap campaigns. Some important factors for your strategy.
In the second study, Snapchat collaborated with MAGNA Media Trials to focus on AR elements and how greater engagement with AR technologies might help your business messaging. According to the findings, Snap users regard AR commercials to be substantially more informational than pre-roll ads, and AR ads also make customers feel more connected to the business.
Snap also points out that different AR formats generate different responses:
“World Facing AR Lenses impact those in the middle of the journey, and result in higher purchase intent (+8%) and build relevance for the brand (+7%). Front-Facing AR Lenses help lift brand image for those closer to purchase, with a +5% lift in brand uniqueness and 4% lift in relevancy.”
So it isn't just about using AR; the various types of AR tools available can also provide varying results, at least according to this research.
Of course, much depends on what your AR experience is and how it engages users, so it's difficult to determine whether front-facing or rear-facing experiences would perform better in this regard. However, based on this research, there is a variation here, which could be another factor to consider in your strategy.
These are some intriguing results and components to explore, and if you're searching for strategies to interact with the Snap audience, the data insights presented here should be factored into your approach.