Now more brand advertisers are using AR technology for advertising marketing. According to research firm artillery intelligence, AR advertising revenue reached $1.5 billion last year and is expected to reach $8.8 billion by 2023.
The effectiveness of AR technology as an advertising medium has been continuously proved by data. Early brands that used AR technology for marketing are learning how to use AR to immerse their products. For example, the Super Bowl ar filter launched by the NFL (American National Football League) on snapchat last year has been viewed more than 303 million times.
NFL has launched sticker packs for both the New England Patriots and the Los Angeles Rams. With the development of AR filters, fans can capture these stickers through the lens and share selfie, which effectively improves user participation. But more interesting than these filters is its influence. The relevant filters have been viewed more than 303 million times on snapchat, while the Super Bowl itself (commonly known as the benchmark of media coverage and brand advertising) has 98.2 million TV viewers.
AR’s immersion can leave a high-quality impression for users. Compared with other advertising media, AR advertising has deeper interaction depth, and the average length and frequency of advertising will be higher. According to the data disclosed by snapchat, the AR filter sponsored by NFL can play for an average of 10 to 15 seconds, with an average increase of 19 percentage points in advertising popularity, 6 percentage points in brand awareness and 3.4 percentage points in action intention. The sales of related products also increased by an average of 9 points.
Blake stuchin, vice president of NFL digital media, said in an interview with foreign media: “advertising has a deep participation in snapchat”. In fact, NFL has spent money on the blade and invested twice as much money in snapchat paid filter advertising activities. Similar activities will be carried out before the next (current) NFL season. The filters to be launched later include those commemorating the 100th season of NFL. Users can use snapcode (or NFL logo) to activate the lens superimposed with classic NFL materials in their field of vision. In addition, the activity will also target audiences related to geographical location.