Augmented reality (AR) advertising outperforms pre-roll video in providing utility and enabling personalized connections with users, new research by Snap Inc and IPG’s MAGNA Global concludes.

A new lens on AR

Snapchat and MAGNA’s study covered five markets (US, Canada, Australia, Saudi Arabia, and France) and involved over 9,000 consumers, as well as brands including Levi’s and LEGO.

It explored Snapchat formats including Shoppable AR Lenses, Gamified Entertainment Lenses, Interactive Entertainment Lenses, and tactics like World-Facing Lenses and Front-Facing Lenses. 

The research found:

• Marketers should view AR as an always-on tool to build and amplify brand messages, rather than a...