AR Selling more than ever

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SNAPCHAT ADS

🚀AR's Impact on Attention: Enhancing Video with Augmented Reality
^{Insights from Snapchat}

Snapchat, Omnicom Media Group, and Amplified Intelligence conducted a study to understand the impact of Augmented Reality (AR) on attention and advertising effectiveness. The findings highlight AR’s significant role in capturing and sustaining consumer attention.

Key Findings:

The Attention Journey:

Phase One:

• Snapchat’s video ads capture twice as much active attention compared to similar ads on other platforms.

Phase Two:

• Researchers focused on AR using Snap’s Camera Kit SDK, engaging over 2,100 respondents and generating 32,000 ad views. This phase measured AR’s ability to capture active attention and its impact on brand choice and loyalty.

Maximizing Attention with AR:

• Snapchat’s AR experiences drive five times more active attention than its industry peers. AR significantly boosts short-term brand choice and long-term brand loyalty.
  

• All AR Lenses drove great active attention and brand lifts, with Face Lenses performing best due to their immersive nature and shareability.
  

• AR on Snapchat captures over 12 seconds of active attention, far exceeding the average for social mobile in-feed platforms.
  

• AR provides incremental gains in brand lift, enhancing the effectiveness of existing video ad campaigns.
  

• Different AR Lenses contribute positively to various marketing objectives. Shoppable Lenses excel in short-term brand lift, while Face Lenses boost both short and long-term metrics.

Implications for Marketers:

AR offers a dynamic solution in capturing consumer attention in an increasingly challenging time. AR enhances overall advertising campaign effectiveness by capturing more attention.

Investing in AR is crucial for sustained growth and robust brand loyalty. Brands should focus on creating immersive and shareable AR ad formats to maximize their impact.

As AR evolves, its role in creating compelling, interactive advertising narratives will grow. For brands aiming to stay ahead, incorporating AR into their marketing strategies is essential for achieving significant attention and driving effective brand engagement.

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GOOGLE

👀 Google Case Study Highlights the Impact of Structured Data on Search Visibility
^{Insights from Search Engine Journal}

Google's latest case study on Indonesian publisher Vidio emphasizes the crucial role of structured data and best practices in boosting search traffic and discoverability. Insights from the use of Video structured data are applicable across various content types.

The Scoop:

CDNs and Indexing Issues: CDNs often use expiring URLs for video and thumbnail files, hindering Google’s ability to index these files effectively.

Recommendation for Stable URLs: Google advises using unique and stable URLs for each video to ensure consistent discovery, processing, and accurate user interest signal collection.

Structured Data Implementation: Utilizing correct structured data, such as VideoObject markup, and validating it with Google’s structured data testing tool is crucial.

Results from Vidio's Implementation:

After implementing VideoObject markup, Vidio saw significant improvements within a year:

• 3x increase in video impressions
  

• 2x increase in video clicks
  

• 30% increase in published videos

Tools and Best Practices:

Search Console Reports: Using Search Console’s video indexing and performance reports helps identify and fix issues, enhancing overall platform performance.

Structured Data Testing: Regularly validate structured data to ensure it meets Google’s guidelines and maximizes search visibility.

Consistent URL Usage: Ensuring stable URLs for media files is essential for indexing and user interest tracking.

Structured Data Benefits: Proper use of structured data can make content eligible for enhanced search features, boosting visibility and engagement.

Site Audits: During site audits, consider all factors, including URL stability and structured data, before attributing ranking drops to algorithm updates.

By ensuring stable URLs and correct structured data, publishers can significantly improve their content’s visibility and engagement on Google Search. This approach aids in better indexing and leverages Google's enhanced search features to drive more traffic and user interaction.

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🤳🏻Apple introduces "Apple Intelligence" at the Worldwide Developers Conference, spotlighting its potential influence on consumer choices. Coveo reports 91% anticipation of online experiences rivalling in-store ones, with 72% expecting AI-enhanced shopping.

🙅🏻‍♀️Meta denies users the option to prevent their public posts from being used to train AI models, as per user agreements. The license for this usage remains active until content is deleted.

That’s all for today! While we curate another Viral Scoop for tomorrow, let us know how you felt about today! And share this with someone who’d love it.🥰