7 Jan 2022 | Mike Boland
AWE Talks: Snap & Deloitte Validate AR Marketing's Promise
Augmented Reality

Welcome back to AWE Talks, our series that plucks the greatest hits from the vast AWE conference archive. Fortunately, we now have a fresh batch of session footage from AWE USA 2021 to draw from. And 2022's show will already be here in June. 

For this week's talk, we highlight a joint presentation from Snap and Deloitte. The two companies worked together on a global survey to put a finger on the pulse of consumer AR activity and attitudes (disclosure: the author of this post consulted on the project). 

See the full video below along with TLDR (or TLDW) quick-hit takeaways.

– AR continues to gradually penetrate consumer markets, including location-based gaming and social lenses.
– Snap leads the way with the latter, including not only consumer engagement but monetization (sponsored lenses).
– It turns out that the factors that make social lenses viral and engaging make them an optimal brand marketing vehicle.
– That is, they’re immersive and bring a certain fun factor that boosts session lengths and other performance metrics.
– But novelty wears off... AR's evolutionary path is to go from "toy to tool," meaning AR-based utilities like shopping.  
– Today, a majority of AR users report that they see it as a toy, but 81 percent hope to use it as a practical tool.
– Meanwhile, interacting with products in AR leads to 94 percent higher conversion rates, according to Snap.
– Deloitte projects daily AR impressions to grow to 17.7 billion by 2025, a 40 percent compound annual growth rate
– Further validating AR's growth, it's showing signs in its early lifecycle that mirror early smartphone adoption patterns.
– Based on this, Delloite theorizes that AR will grow from 24 percent consumer adoption today to about 75 percent by 2025.
– This will be driven by growing consumer awareness, as well as underlying tech enablers like 5G and LiDAR.
– But to get there, a few things need to happen including a richer and more-accessible 3D content-production pipeline.
– There also needs to be less friction for users to find and activate AR. It's too unproven for most users to go out of their way.

  Want more XR insights and multimedia? ARtillery Intelligence offers an indexed and searchable library of XR intelligence known as ARtillery Pro. See more here.  


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