Snap Inc, the company behind social media giant Snapchat, announced a global partnership with WPP to launch an augmented reality (AR) partnership focused on changing e-commerce. On September 30, Snap and WPP announced that they would be collaborating to launch the AR Lab. The partnership will build brands and deliver immersive experiences using AR technology.
Snap will share its technological advances, with a specific focus on e-commerce. These developments allow WPP customers to interact with their customers on an interactive level. In turn, this partnership aims to achieve significant results through advances in AR. As the first agency to work with Snap, WPP was able to partner with the social media platform to launch new products, including the recently launched Snapchat Trends tool. Aimed primarily at marketers, the new feature provides a public overview of the most popular keywords used in the app.
WPP has access to the AR Lab Strategy Guide, which explains how Snap AR technology can be used to inform creative development. Real brands are now brought to market faster and easier.
Why AR?
Snap is realizing the need for AR after a recent survey commissioned by the tech giant found that 94% of people expect to use technology to shop online. Snap has 293 million active users daily. The platform’s advertisers have found that AR campaigns are an important commercial sector.
The WPP paved the way for technological progress and its integration into the field. The group was an early adopter of AR technology and is the market leader in AR functionality. GroupM, WPP’s media buying group, last year doubled its social investment in AR. WPP continues to pioneer the activation of AR and commercial media.
David Roter, vice president of global agency partnerships at Snap Inc., spoke about how technology and collaboration will drive the industry.
“This partnership will help brands reach Snapchat users on camera in exciting and surprising ways for real results. We are excited to launch this initiative with WPP and look forward to working with their clients around the world on this important marketing and commerce frontier,” says Roter.