Executive Summary
Augmented reality continues to evolve and take shape as an industry. Like other tech sectors, it has spawned several sub-segments that comprise an ecosystem. These each represent standalone topics in ARtillery Intelligence’s ongoing analysis, including monthly Intelligence Briefings like this.
Prominent sectors so far include industrial AR, consumer VR, and AR shopping (a.k.a., camera commerce). But existing alongside all of them – and overlapping to some degree – is AR marketing. Among other things, this includes sponsored AR lenses that let consumers visualize products in their space.
In fact, immersive ad placement is a primary AR marketing subsegment, on pace to reach $2.9 billion this year according to ARtillery Intelligence’s mobile AR forecast. This puts it on pace for an estimated $6.7 billion by 2025. These figures measure spending on amplified AR lens placement in paid distribution channels such as Instagram and Snapchat.
As we’ve examined in past reports, the factors propelling this revenue growth include brand 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.
Beyond that high-level appeal among creative professionals, there’s a real business case. AR marketing campaigns continue to show strong performance metrics. This was the case in “normal” times and has accelerated during the Covid era when retail lockdowns compelled AR’s ability to visualize products remotely.
Proof points can be seen in the numbers, such as campaign performance metrics analyzed in past case studies that we’ve published. We’re now doubling down on those narratives with another round of case studies.
The goal is to explore not only the what and why of AR marketing – which is a well-worn topic by now – but the how. This takes shape in AR campaign breakdowns. What’s working and not working in these early stages while the AR advertising playbook is still being written?
Another ongoing theme carried forward in this report is how AR marketing campaigns 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-driven campaigns to lower-funnel conversion-driven campaigns.
The ten case studies in this report will accordingly span 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 continue to be a moving target.
As a bonus, ARtillery Intelligence has created a repository of AR ad campaigns. Known as Campaign Tracker, it lives on ARtillery Pro, available for all subscribers (click here). It includes AR ad campaigns at-a-glance and in-depth. It’s meant to supplement this report series with ongoing education around AR ad best practices. As always, the goal is to empower you with a knowledge edge.
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MethodologyThis report highlights ARtillery Intelligence’s viewpoints, gathered from its daily in-depth coverage of spatial computing. To support the narrative, data are cited throughout the report. These include ARtillery Intelligence’s original data, as well as that of third parties. Data sources are attributed in each case.
For market sizing and forecasting, ARtillery Intelligence follows disciplined best practices, developed and reinforced through its principles’ 15 years in tech sector research and intelligence. This includes the past 4 years covering AR & VR exclusively, as seen in research reports and daily reporting.
Furthermore, devising these figures involves the “bottom-up” market-sizing methodology, which involves granular ad revenue dynamics such as campaign pricing and spending. More about ARtillery Intelligence 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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