In conversation with Campaign Middle East on its ‘On The Record’ podcast, Youmna Borghol, Head of Marketing Science at Snap, and Chris Solomi, Chief Digital Officer at OMG share key insights from an in-depth research on the impact of AR on driving stronger brand recognition and outcomes.
In this latest episode, Youmna Borghol and Chris Solomi discuss how AR not only encourages active attention, but also increases the effectiveness of advertisements.
“Snap can drive 5 times higher active attention that industry peers when AR is in the mix. Since, AR drives very high levels of active attention, we see that AR can also drive brand outcomes. So, those who have been thinking of AR as an innovation need to start thinking of AR as an essential part of the mix, especially when it’s combined with video. The research and complementary first-party data also showed that shareability of AR lenses is important to amplify brand outcomes,” Youmna Borghol said.
Chris Solomi explained, “The number driver of attention level often has very little to do with the ad itself. You can slightly increase the level of attention with a good ad creative, but the biggest driver of attention is the medium itself … AR lenses lend themselves really well to high levels of attention because there’s no other surrounding content to distract and there’s an interactive element as well.”
For more such insights from a very intriguing conversation, watch the full video above.
CREDITS
Host: Anup Oommen, Editor, Campaign Middle East
Guest: Youmna Borghol, Head of Marketing Science at Snap, and Chris Solomi, Chief Digital Officer at OMG
Videography: Mark Mathew, Creative Content Producer,
Motivate Create Production: Rupashree Ravi, Content Producer,
Motivate Create Studio: Ahmed Abdelwahab, Studio Manager, Motivate Media Group
