Snapchat has announced a new partnership with advertising giant WPP that will see the two work together on new projects that will make it easier to create AR ads for WPP clients, helping advance digital ad options for many more businesses across. the world, while boosting Snapchat’s. earning potential.
As WPP explains:
“With a particular focus on e-commerce, the partnership combines Snap’s leading AR technology with the built-in capabilities of WPP through creativity, media, commerce and technology, enabling WPP customers to better connect. with your clients on the Snapchat platform and generate significant business results through AR. «
The mention of e-commerce here is important as Snap is working on a range of new AR tools to facilitate e-commerce discovery, including an ever-growing range of digital testing tools, as well as virtual products for digital avatars, an area of growing interest. .
The main focus of the collaboration will be the development of a new ‘AR Lab’, which will facilitate the creation of AR ad campaigns, giving WPP clients exclusive access to Snapchat’s advanced AR features.
Snap will also collaborate with WPP on new products and technology, and provide insight into user trends, while also training WPP staff on the evolution of AR tools and techniques.
“The partnership will further develop WPP’s AR capability through a structured learning and development curriculum through the AR Lab Academy, an industry pioneering training program focused on AR technology and products. Supported by a dedicated team at Snap, the program aims to certify a minimum of 1,000 WPP employees by the end of this year.
The partnership is a huge win for both WPP and Snap. WPP operates regional agencies in 110 countries and works with many big brands, providing more opportunities for Snap to showcase its ad offerings to big spending companies.
That will also give Snapchat more impetus and resources to continue its AR development, and with the advent of AR glasses and the broader mainstream adoption of the technology, that could help Snap stay on the cutting edge of the next key change, what will help. advance e-commerce to the next stage.
And for WPP customers, the potential is clear. Recent research commissioned by Snap indicates that by 2025, nearly 75% of the world’s population and nearly all smartphone users will be frequent AR users.
In addition to this, 94% of people expect to use AR more and more to make purchases.
With advanced features aligned with the rise of e-commerce and new technology bringing AR into the mainstream, the partnership could go a long way in securing meaningful opportunities for both companies.
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