Augmented reality executions should be modeled in paid impressions as their own entity within marketing mix models, and not combined with other digital or social tactics, according to a study by Nielsen commissioned by Snap Inc.
Snapchat’s parent company commissioned Nielsen to identify whether AR as its own channel within an MMM can provide valuable insight to marketers.
The next step if Nielsen found that evaluating AR on its own was warranted was to identify best practices tor accurate measurement of AR within an MMM.
Nielsen evaluated the performance of Snapchat AR lenses from 15 brands, across three consumer packaged goods subcategories, in Saudi Arabia, the U.K.
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