Research collaboration enables live measurement of how audiences interact with Snapchat Lenses, providing the first accurate view of AR’s attention-seizing power.
New York & London, UK, 14th March 2024 — Amplified Intelligence, the most trusted source for accurate attention measurement, has joined forces with Snapchat on a market-leading approach to assess how augmented reality (AR) Lenses captivate audiences. Conducted in partnership with global media agency OMD, the research initiative facilitated live analysis of in-the-moment human attention on Snapchat AR Lenses, producing the most accurate measurement to date.
Catalysed by the need for clear insight into AR’s attention-driving strength, this development forms the foundation of a multi-phase attention study across multiple markets, commencing in the UK and US. The testing space was built for Snapchat, utilising their Camera Kit SDK technology, to create a bespoke natural measurement environment within Amplified Intelligence’s proprietary attentionTRACE® solution to provide granular understanding of active, passive, and non-attention paid to branded AR lenses.
Blended analysis of real-time viewing behaviour and survey data collected from exposed users has revealed the true attention received by each lens and the effect on creative performance, including short-term advertising strength (STAS) and longer-term mental availability.
Alexander Dao, Global Head of Agency Development & Sales Partnerships at Snapchat said: “We’ve been encouraged by the progress we’ve seen in attention measurement over the last decade, and are excited to partner with Amplified Intelligence to apply refined attention measurement to AR Lenses. As organisations such as the IAB and Advertising Attention Research Foundation (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.”
Suzy Ryder, CEO at OMD UK commented: “For the past four years, OMD has been partnering with Amplified Intelligence to measure the impact of active attention on brand choice and brand preference across various platforms. Conducting research with leading platforms in more than two dozen countries across APAC, EMEA, LATAM and North America for more than 20 global brands, we’ve examined the role that factors like ad formats, content, context, demographics and dayparts play in gaining and holding consumer attention – insights that have enabled the incorporation of an attention KPI in our planning processes. 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.”
Karen Nelson-Field, Founder and CEO at Amplified Intelligence, added: “Accurate benchmarking is an essential starting point for pinpointing the attention available to brands when using different platforms, channels, and ad formats. It’s extremely encouraging that Snapchat is among the innovative social platforms taking the lead in examining branded experiences closely to deliver consistent, tangible, and scaled insights into the attention they receive — and how that fuels performance objectives. 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.”
About Amplified Intelligence
Amplified Intelligence is a global leader in the research and measurement of online human attention – the most valuable and important indicator of ad success. The company’s pioneering AI-powered technology, world-leading research and easy-to-use media planning platform help brands and agencies run more efficient, impactful, and successful ad campaigns. The company won “Most Effective Use of AI Machine Learning” at The Drum Awards for Digital Industries 2022 for its development of human attention metrics.
Founded in Adelaide, Australia, in 2017 by Dr Karen Nelson Field – a globally acclaimed author and media science pioneer – the company’s mission is to revolutionise the way media is traded to focus on attention, making it fairer and more accountable. Customers include Dentsu, IPG, OMG, Publicis, WPP, Deutsche Telekom, Mars, Meta, PepsiCo, Shell, Spotify, Yahoo.
About Snap Inc.
Snap Inc. is a technology company. We believe the camera presents the greatest opportunity to improve the way people live and communicate. We contribute to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together. The Company’s three core products are Snapchat, a visual messaging app that enhances your relationships with friends, family, and the world; Lens Studio, an augmented reality platform that powers AR across Snapchat and other services; and its AR glasses, Spectacles. For more information, visit snap.com.
About OMD
OMD, an Omnicom Media Group agency, is the world’s largest media network with more than 12,000 people working in over 100 countries. As the world grows with opportunities, the key is reacting to them, by making better decisions, faster – combining innovation, creativity, empathy, and evidence to deliver better business outcomes. OMD is currently ranked the best performing global media network according to RECMA and the world’s most effective media agency network in the Effie Effectiveness Index. In 2022 and 2023, OMD won more new business than any other global media network, topping the annual COMvergence Net New Business rankings. Omnicom Media Group is the media services division of leading global marketing communications company Omnicom (NYSE: OMC).