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Amplified Intelligence, Snapchat, OMD Assess AR Attention Efficiency

Amplified Intelligence, Snapchat, OMD Assess AR Attention Efficiency
Snapchat and OMD rely on Amplified Intelligence to gauge AR attention

Snapchat and Amplified Intelligence, the most reliable source for precise attention measurement, have partnered to develop a cutting-edge method for determining how audiences are captivated by augmented reality (AR) Lenses. Undertaken in collaboration with international media firm OMD, the study project enabled real-time examination of human attention at the moment on Snapchat AR Lenses, yielding the most precise assessment to date.

This breakthrough, which was spurred by the need for precise understanding of AR’s capacity to capture attention, serves as the basis for a multi-phase attention research spanning many markets. Eighty percent of customers in the UAE and the KSA want to utilise augmented reality (AR) as a useful tool in their daily lives. Currently, 300 million individuals utilise augmented reality every day all around the world. The testing area makes use of Amplified Intelligence’s exclusive attentionTRACE® to build a custom natural measuring setting using Snapchat’s Camera Kit SDK technology. A detailed insight of the attention devoted to branded AR lenses—whether active, passive, or not—is offered by this solution.

By combining real-time viewing behaviour analysis with survey data from users who were exposed to the content, it is now possible to determine the actual level of attention that each lens receives as well as how it affects creative performance, including longer-term mental availability and short-term advertising strength (STAS). Snapchat generates 5X more active attention than its competitors in the market across all ad forms, including commercials, Snap Ads, and augmented reality. AR campaigns provide a 3X reduction in the cost per incremental person of advertisement awareness in KSA alone.

According to Snap Inc.’s Head of Agency, Rasha El-Ghoussaini, the team is dedicated to realising augmented reality’s full potential since they think it’s the most engaging form of communication. This was well shown by their new collaboration with Amplified Intelligence and OMD to track attention on AR Lenses. The group that is sometimes associated with having short attention spans, Gen Z, actually has the greatest level of concentration within the first eight seconds of Snapchat watching, according to the team’s findings. Given that our study indicates that brands can make a lasting impression in as little as six seconds, this is a fantastic opportunity for companies to engage with this audience. The firm is thrilled to provide marketers a more comprehensive grasp of augmented reality’s efficacy as trade associations such as the ARF and IAB establish new guidelines for measuring attention.

Omnicom Media Group (OMG) Chief Digital Officer Chris Solomi said that Omnicom has been working with Amplified Intelligence to quantify the effect of active attention on brand preference and choice for the last four years.

This adventure started in the Middle East and North Africa (MENA) two years ago when the team carried out the first-ever, historic research in the area to evaluate attention benchmarks across different platforms using amplified intelligence. Unfortunately, Snap could not be measured at the time owing to technological constraints. They have, however, been able to complete the circle and precisely assess attention levels on AR formats with this research.

In order to assess how active attention affects brand choice and preference, the company partnered with Snapchat and Amplified Intelligence. This allowed them to look at how different ad formats, content, context, demographics, and dayparts affect capturing and retaining consumer attention. The firm is providing valuable information to companies in a market where capturing customer attention is the primary objective by examining how AR formats on Snapchat affect attention. They think that companies can interact with their consumers via media, that attention spans matter in this context, and that this leads to more meaningful experiences.

In addition to confirming that Snap AR lens advertising are more effective at generating active attention (81%), as opposed to conventional commercials (13%), the study also reveals an increase in other brand indicators. AR is the driving force behind a 6x increase in action intent, a 46% increase in brand loyalty, and a 114% rise in brand choice in the Kingdom of Saudi Arabia.

Data keeps showing that, even at this early stage, Snap’s augmented reality technology is a useful instrument in the global media mix.

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