AR lenses are highly effective at elevating brand engagement and now, added post-capture, offer people the chance to add context and topical or time-sensitive AR filters to their posts. This, in turn, offers brands an opportunity to get creative and, in doing so, earn a place in a user’s online experience – and that of the people with whom they share any image – for an extended period of time.

For a lot of smaller businesses, for whom creative budget and expertise may not be readily available, the idea of adding AR creative to their advertising might seem worlds away. However, thanks to advancements in technology and the work of teams like those with whom I work, it has never been quicker, easier and – crucially – cheaper to use AR.

What’s so special about AR? 

Aside from its unique capabilities that set it apart from other digital ads, research has shown just how much more attention is won by the use of AR. A study we undertook into the attention economy with Dentsu showed that the nature of AR creative, in which full-screen, sound-on, vertical videos command the user’s full focus, and generate four times the attention than the industry benchmark.

AR provides a different shape of attention than any other format or digital channel. Our study showed that, on average, less than 10% of people engage with social formats for more than two seconds, whereas more than 80% engage with Snap Lenses for at least two seconds. 

The format offers a unique opportunity for brands to establish a strong association, attract highly engaged audiences and optimise their ads for shareability, expanding reach, and amplifying impact. As users choose AR filters to enhance their content for sharing with friends, a brand’s AR creative presents an avenue for them to join conversations between connections.

AR is as affordable as any digital ad

A lot of startups and SMEs have naturally shied away from implementing AR in their ads for fear it is prohibitively expensive, but in reality, they needn’t be put off by such misconceptions. 

Now, however, all that is required is a Snap account that you can link to the ad manager system, and a profile that connects to the business. From there, brands simply need to upload assets – logos, branding, mascots, brand imagery, and so on – to the ad manager and will then be guided through how to make an AR ad. No expensive creative experts, no high-tech software, and no outsourcing to agencies. The only expense that is required is the media spend you choose to put behind the work, which can be as little as a pound. The whole process can take as little as 10 minutes and cost less than a cup of coffee, ensuring no business is frozen out due to size, human resource, or budget. 

Rip up the old creative rule book 

When it comes to creative in AR there is a new rule book altogether different from TV and social. Brands can use AR to create more compelling ad content using AR filters that include static images and dynamic GIFs, generating immersive experiences through smart technology. 

It’s also important to remember to add a CTA (Call to Action) button such as an invitation to sign up or buy now, if relevant. This enables advertisers to capture valuable mid-funnel signals, guiding users towards specific conversion actions and driving measurable results for advertising campaigns.

Considered targeting is key

There’s no doubt that the way your AR filter or lens is designed will have a varying impact on the impression it makes on your target audience. Our study with Dentsu, for example, showed that the lenses that drove the highest amount of recall were those that had distinctive brand elements and were personally relevant to the audience. 

Consider everything from time of day or week to geographical area to the call to action, as all these elements will make all the difference when it comes to effectiveness and ROI. For a few pounds a business can target a moment or location and the user would get served an ad in exactly the same way as a business that has invested far higher spend. 

Not only will this ensure a more targeted reach, but it will also help boost shares among users. For example, by inserting your brand in key events and holidays you could see share rates increase by as much as 18% more than average days.

The key takeaway here should be that AR is for anyone and small business owners who have a decent understanding of the process and benefits could be enjoying the positive impact of using AR in their marketing within days. 

As with so many of the technological advances that are enhancing digital advertising, newcomers are put off by what seems to be varying degrees of daunting, complicated and expensive. But AR absolutely isn’t any of those things. So go and have a play; I guarantee you’ll be pleasantly surprised. 

This article originally appeared in the May/June issue of Startups Magazine. Click here to subscribe

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