WPP and Snap have partnered to help brands better connect with customers using Augmented Reality (AR).
The global partnership combines Snap’s AR technology with WPP’s creative, media, commerce, and technology capabilities to reach customers on Snapchat using AR, with a focus on ecommerce.
AR technology has been on the rise, particularly for online shopping, during recent years. According to a study commissioned by Snap, 94% of people are expecting to use AR for shopping purposes the same as or more in 2022 compared to 2021.
“Over 200m Snapchatters engage with AR every day. This partnership will help brands reach that community through the camera in ways that are engaging, impactful and drive real business results,” says Snap global agency partnerships vice president David Roter.
“We are thrilled to debut this initiative with WPP and look forward to driving this important frontier in marketing and commerce together with their clients around the globe.”
WPP will collaborate with Snap on new products and technology, such as the recently launched Snapchat Trends tool, which allows teams to use insights and data to inform creative and campaign development. WPP will also gain access to a custom AR Lab Strategy Guide, which includes best practices to guide creative development using Snap’s AR technology while ensuring that branded AR experiences can be brought to market faster and more easily.
WPP has been investing in its AR capabilities, with GroupM doubling its 2021 social AR investment in the last year.
“AR has a major role to play in the future of marketing and commerce, from virtual try-on to immersive digital experiences,” says WPP executive vice president of strategic development and partnerships Sanja Partalo.
“Snap has built an impressive AR platform and we are delighted to partner with them to ensure our people can access Snap’s latest AR technology and in turn develop richer, more innovative commerce solutions for our clients and their customers.”
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