Instagram and Facebook are now delivering 1.5bn AR-enabled devices every month and platforms like Snapchat and TikTok are leveraging AI as an essential part of their advertising strategy.
In an exclusive interview with Spotlight, VMG Digital’s chief operating officer Peter Smyth claimed that the potential for utilizing AR in advertising is enormous, particularly noting the effect of AR branded filters.
“Our suggestion is to think of a filter as a starting point for a campaign that requires a body of work around it to really benefit from its capabilities,” he explained in the interview.
Snapchat recently took advantage of the possibilities of AR with the introduction of ray tracing technology, teaming up with Tiffany & Co. to preview how the new tech can further the eCommerce experience.
Neither TikTok nor Snapchat is strangers to the effect of AR branded filters, having teamed up with global companies such as fast-fashion apparel company Shein and The Walt Disney Company.
“VMG produces branded AR filters for Meta, Snapchat and TikTok. Research tells us that the format has enormous growth with brands' use vs. consumers' appetite for the interactive experience gulfs apart,” added Smyth.
Smyth also notes that 71% of brands that leverage AR report that it has improved their loyalty and customer experience, particularly when targeting Gen Z audiences.
“Right now AR sits in the innovation bucket of large campaigns as an opportunity to look and sound different,” Smyth concluded in the interview while explaining how brands can most efficiently utilize AR-branded filters to their advantage.