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June 30, 2021
6/30/2021

Fitting Augmented Reality Into Your Marketing Plan

With the pandemic accelerating the shift from traditional retail channels toward digital shopping1, augmented reality has been thrown into the spotlight for its ability to emulate a physical shopping experience. Shoppable AR is transforming eCommerce, and Snapchat is uniquely positioned to bring it to life for advertisers. 
As marketers continue to use AR to bring value to Snapchatters, we’re seeing that Product Experience Lenses, which allow Snapchatters to experience a product or service, drive strong campaign performance. In fact, campaigns that include Product Experience Lenses are twice as likely to drive statistically significant lifts in Action Intent compared to norms3. In order to understand how AR experiences can help marketers effectively achieve their goals, we decided to dig deeper into how these Lenses contribute to Snapchatters’ purchase journeys.
Understanding how AR plays into the buyer journey
We analyzed 10 campaigns that used a Product Experience Lens along with Snap Ads to drive online purchases. For each campaign, we observed different combinations of ad product exposure prior to purchase events and we observed the extent to which a Snapchatter’s exposure to a Lens was the last touchpoint prior to purchase (“last-touch conversion”), as well as it being a touchpoint at any point prior to purchase (“any-touch conversion”). These were then compared to Snap Ads exposures that led to a conversion.
In the above image, we’d tally the purchase attribution for Snap Ads as having 2 last-touch conversions and 2 any-touch conversions, whereas Product Experience Lenses had one last-touch conversion and 2 any-touch conversions.
Reliance on last-touch attribution undervalues Lens performance
Across the 10 campaigns, Lenses would’ve been credited with 45% more purchases on average when looking at any-touch compared to last-touch conversions. In comparison, Snap Ads were much lower at 16%4. While the results may have been influenced by other factors, we consistently saw Lenses being under-represented for purchase attribution when looking at last-touch conversions relative to Snap Ads. Though this observation potentially shows that Lenses should get more credit for conversions than they currently get in last-touch attribution, more experiments are needed to uncover how Lenses drive incremental purchases.
Now’s the time to integrate AR in your mix
If your brand has yet to launch an AR effort, now is the time to incorporate it into your marketing plan and start testing. For advertisers that have already started utilizing AR, we recommend working with the Snap Marketing Science team to build learning agendas and testing frameworks that definitively answer key questions like, “When in my campaign should I leverage AR?” or “How much budget should I allocate to AR compared to Snap Ads?”

Snapchat can help your small, medium or large business grow.

1HBR, October 7, 2020
2Snap Inc. Internal data Q1 2020. See Snap Inc. public filings with the SEC
3Snap Inc. internal data Q2 - Q4 2020
4Snap Inc. internal data Q3 - Q4 2020