Amplified Studies Attention Levels for Snapchat's AR

Attention measurement specialist Amplified Intelligence has teamed up with photo sharing app Snapchat and media agency OMD to assess how audiences engage with Snapchat's augmented reality (AR) Lenses.

The partners say the research, which kicks off a multi-phase attention study in the US, UK and elsewhere, used live analysis of in-the-moment human attention and constitutes 'the most accurate measurement to date' of the technology.

The approach used Snapchat's Camera Kit SDK to create a bespoke natural measurement environment within Amplified Intelligence's attentionTRACE solution, to provide granular understanding of active, passive, and non-attention paid to branded AR lenses. This real-time data was blended with survey data from exposed users to get a measure of both short-term advertising strength (STAS) and longer-term mental availability.

Alexander Dao, Global Head of Agency Development & Sales Partnerships at Snapchat says: 'As organisations such as the IAB and ARF aim to standardise how attention is tracked and quantified, we're looking forward to continuing our work in the space to help advertisers better understand their outcomes when leveraging AR'. OMD UK Chief Exec Suzy Ryder comments: 'As the agency with the highest proportion of advertisers utilising AR formats on Snap, we have an obligation to our clients to add this format to our current base of knowledge, and quantify the advantages that the technology offers to brands as they compete for a limited amount of consumer attention in today's highly fragmented and competitive media landscape'.

Amplified's Karen Nelson-Field (pictured) comments: 'Accurate benchmarking is an essential starting point for pinpointing the attention available to brands when using different platforms, channels, and ad formats... This project illustrates the huge scope for sophisticated technologies to open up new attention frontiers; with our smart solution able to achieve refined data capture for a medium as complex as AR, there is no limit to future measurement possibilities'.

Snap Inc. lists two of its 'three core products' as being Lens Studio, an augmented reality platform that powers AR across Snapchat and other services; and its AR glasses, Spectacles - alongside Snapchat, its original visual messaging app.

Web sites: www.snap.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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