Executive Summary
AR continues to evolve and broaden into several use cases and value propositions. These represent standalone topics in ARtillery Intelligence’s ongoing analysis, including monthly reports like this. For example, prominent AR sub-sectors include industrial AR, consumer VR, and the rise of AI smart glasses.
Existing alongside these central topics is another AR subsegment: immersive marketing. This opportune area includes sponsored AR lenses that let consumers interact and engage with brands, or virtually try on products. And though the future of AR is headworn, we’re mostly talking about AR marketing on smartphones. That’s where the scale lies… and brand marketers are all about scale.
Meanwhile, driving immersive marketing are several components. For example, lens creation software arms brands and developers with low-code tools to author AR experiences. Social networks like Snapchat and Instagram likewise offer the additional ability to amplify lenses throughout their social graphs. That paid amplification was estimated to drive $1.5 billion in brand spending last year, and is projected to grow to $2.2 billion by 2029.
The factors driving this brand spending include advertisers’ growing affinity for, and recognition of, AR’s potential. Its ability to demonstrate products in immersive ways resonates with their creative sensibilities, transcending what’s possible in two-dimensional formats. There’s also a real business case. That can be seen in the performance metrics that often flow from AR marketing campaigns.
The performance metrics noted on the previous page were analyzed in past volumes of this report series. And we now continue the narrative with another round of case studies – the fifth volume in total. As in past volumes, the goal is to explore not only the what and why of AR marketing – well-worn topics – but also the how. This takes shape in AR campaign breakdowns. What’s working and not working in these early stages while the AR marketing playbook is still being written?
Another ongoing theme carried forward in this report is how AR marketing can map to brand marketers’ varied goals. This builds on AR’s versatility and its unique ability to span the consumer purchase funnel – from upper-funnel reach to lower-funnel conversions.
Case studies in this report will accordingly span these funnel stages. Similarly, we’ll examine varied and evolving analytics. In fact, a looming question in AR marketing is what are the best metrics to track effectiveness? This will be a moving target.
As a bonus, ARtillery Intelligence has created a library of AR ad campaigns. Known as Campaign Tracker, it lives on ARtillery Pro (login required). It includes AR ad campaigns at-a-glance and in-depth. It’s meant to supplement this report with all-year education in AR marketing execution and best practices. As always, the goal is to empower you with a knowledge edge.
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MethodologyThis report highlights ARtillery Intelligence viewpoints, gathered from its daily in-depth market coverage. To support narratives, data are cited throughout the report. These include ARtillery Intelligence’s original data, as well as, when necessary, properly-sourced third-party data.
For market sizing and analysis, ARtillery Intelligence follows disciplined best practices, developed and reinforced through its principles’ 20 years in tech-sector research and intelligence. This includes the past 10 years covering AR & VR exclusively, as seen in research reports and daily reporting.
This approach primarily applies a bottom-up forecasting methodology, which is secondarily vetted against a top-down analysis. Together, confidence is achieved through triangulating revenues and projections in a disciplined way. More about our methodology can be seen here, and market-sizing credentials can be seen here.
Disclosure & Ethics StatementUnless specified in its stock ownership disclosures, ARtillery Intelligence has no financial stake in the companies mentioned in its reports. The production of this report likewise wasn’t commissioned. With all market sizing, ARtillery Intelligence remains independent of players and practitioners in the sectors it covers, thus mitigating bias in industry revenue calculations and projections. ARtillery Intelligence’s disclosures, stock ownership, and ethics policy can be seen in full here.
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