We recently posted a question: Does AR have a measurement problem? In short, AR marketing is so new that it hasn’t developed native metrics. That plus brand marketers’ comfort with existing metrics draws them towards established analytics like clicks and impressions.
But the issue is that those metrics were made for different formats, including online display and search ads. As such, they don’t do justice to AR’s unique abilities, including deeper depth of engagement. That depth can lead to favorable outcomes like brand awareness and conversions.
But one metric that’s starting to emerge to better evaluate AR is dwell time. It’s showing strong early signs which in turn signals AR’s depth of engagement. This experiential depth and lasting impression (e.g., brand recall) are common and longstanding objectives for brand marketers.
So for part II of this series, we’re spotlighting a few case studies from ARtillery Intelligence’s recent report, AR Marketing Best Practices and Case Studies, Vol 2. We’ve pulled a few case studies that specifically demonstrate AR’s ability to drive favorable dwell times.
When reading these mini case studies, keep in mind that AR campaign dwell times – often exceeding 1 minute – compare to online video ads that average about 20 seconds.
AR Marketing: Best Practices & Case Studies, Volume II
To accompany and market the film release of Jumanji: The Next Level, Sony Pictures was interested in creating an AR experience for prospective filmgoers. Partnering with AR-focused creative agency Trigger, it created a game to draw fans into the movie’s themes.
Specifically, gameplay immersed users in the world of Jumanji through both AR and audio. The latter utilized Amazon’s Lex API, letting users activate game elements through voice. This included character-driven audio playback – a natural medium for storytelling.
For example, users could say “show me Jumanji” to activate a virtual map that was overlayed in their space. They could then visit locations from the movie by activating other map locations by voice. Resulting animations included animals running through 3D scenes.
Finally, the experience had a tangible call-to-action to capture users’ interest at the right time. Upon completing the game, they were channeled into a ticket-purchasing flow by saying “buy tickets.” This melds gameplay and commerce in engaging and elegant ways.
But the real proof is in the results. The experience achieved an average dwell time of 5 minutes (more than 2.5x the web AR benchmark). It was also the first AR experience to integrate Amazon Lex and was a finalist for the 2020 Augie Award for Best AR Campaign.
Is Dwell Time AR’s Next Performance Metric?
With an interest in AR’s demonstrative properties, New York fashion label Khaite released a “try-before-you-buy” experience for its Spring 2021 shoe collection. Working with creative agency ROSE, it launched a web AR campaign that let shoppers visualize the product in 3D.
Specifically, users on its website or print lookbook could scan QR codes to activate 3D models in their space. This included 3D versions of Khaite’s heels, boots, sandals, and shoes that users could rotate, enlarge and inspect. It also featured realistic shadows, textures, and lighting.
The outcome of these types of AR product visualization experiences is generally to boost consumer confidence before buying. The result is often greater conversions and/or basket sizes. AR can also lessen product returns. given a more informed and confident consumer.
As for Khaite’s results and ROI specifically, it achieved a 400 percent increase in sales due to the AR experience. It also increased dwell time by more than 4 minutes. “It really feels like you’re handling the shoe in a store,” Khaite founder Catherine Holstein told Vogue.
We’ll pause there and circle back in the next case study to examine AR marketing best practices and results.
Header image credit: Trigger