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Snapchat lens studio star wars1/14/2024 ![]() ![]() “The current traditional forms of digital marketing someday will be looked at as old school.”Īlthough they recognize the opportunity, few companies have yet moved beyond experimentation with AR, and only a small number of them consider the technology an integral part of their marketing strategy. “There is high potential in AR to help transform the way we market,” a senior retail marketer told us. More than four out of five respondents said that AR marketing is a differentiated way to engage with customers. (See Exhibit 1.) Our survey of over 50 of the top 200 advertisers in the US shows that marketers recognize the opportunities in AR. These can range from brand overlays, to navigation and wayfinding, to virtual showrooming. One specific form of camera marketing, the use of augmented reality (AR), is quickly gaining traction, as demonstrated by Pokémon Go’s meteoric rise to 50 million users in the US in a matter of weeks.īy blending the physical and digital worlds and enabling users to actively shape their experiences, AR offers unique ways for marketers to interact with consumers. “Camera marketing” could be the next wave of digital marketing, similar to the advent of web advertising in the mid-1990s or the development of mobile-first ads at the beginning of this decade. This massive shift of eyeballs provides marketers with a powerful new canvas on which to create advertising experiences. We have discussed our work with Snap executives, but the analysis and conclusions are entirely the perspective of BCG. We interviewed a sample of these executives directly to provide further details and insights.Īll market projections and usage figures are specific to the US. As part of this BCG Marketing Executive Benchmarking Study, we surveyed more than 50 CMOs and senior marketing executives from the top 200 advertisers in the US, spanning multiple industries, on their current usage of AR and their outlook for future usage. Given the fast-rising adoption of AR by users and the increasing interest by advertisers, Snap commissioned BCG to undertake a study of AR’s impact on the consumer-advertising market. AR is a fundamentally different technology from virtual reality (VR), which immerses users in a completely artificial and digital environment, typically through a head-mounted display. Technology, Media, and TelecommunicationsĪR technology provides the ability to overlay or superimpose digital images and representations (such as furniture or apparel) onto real-world environments.Indeed, Snapchat users loved the dancing hot dog. We’ve tried to stick to the design and create experiences that will engage our community," Pilipski said. ![]() "In AR there’s a lot of emphasis on the technology and the complexity of technology. That could change by allowing people not just within Snapchat's offices to build for the app. Most AR experiences in Snapchat have been for fun and entertainment, like 3D bitmojis. Snapchat's Lens Studio only offers templates and tools for building world lenses, experiences for the back camera and not front-facing selfie filters. There's no cross-distribution, as in developers must use Lens Studio to build for Snapchat. Snap also used ARKit for the Stranger Things sponsored lens.Įach tool is a bit different, of course. Even Snapchat teamed up with Apple and used their ARKit to create improved face filters for the iPhone X. In the last year, Google, Facebook, and Apple have released and promoted their own systems. For developers, Lens Studio is one of several options to create AR experiences.
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