eye square helps Snapchat prove marketing impact of new AR and AI tools

eye square’s Unique Contribution

eye square’s technologies give metrics to media, enabling precise measurement of user engagement and emotional response. As experts in human experience, eye square combines explicit and implicit insights with behavioural in-context data, providing a holistic understanding of how users interact with digital content. Our approach, AI-Experience (AI-X), integrates our expertise from user experience, brand and media, and shopper experience to reveal how consumers perceive and react–both emotionally and rationally–to AI-driven interactions and content.

Study Highlights and Key Results

The study, which involved over 14,800 global users and focuses on Snapchat’s new AI-powered Sponsored Lenses that are being offered to brands advertising on Snapchat, leveraged eye square’s advanced measurement technologies to deliver actionable insights for both media platforms and advertisers. By linking data from multiple sources – including explicit user feedback, implicit emotional responses, and real behavioural data – eye square multiplies the opportunities for novel insights and evidence-based decision-making.

Key Findings From the Study Include:

• Increased Brand Awareness:Brands utilizing Snapchat’s AI-powered video ads and AR Lenses saw a significant lift in brand recall and awareness compared to traditional ad formats.
• Boosted Conversion Metrics: Snapchat’s AI-enhanced advertising solutions not only drive engagement but also significantly impact conversion-related metrics, such as purchase intent and the brand being the first choice among competitors.
• Enhanced Engagement:Users spent more time interacting with AR content, with engagement rates up to 1.5x higher than standard video ads.
• Positive Emotional Response:eye square’s implicit measurement tools revealed that AI-generated AR content elicited stronger positive emotions, leading to higher brand favorability and intent to purchase.

The Power of AI-X: Measuring Human Experience with AI Content

eye square’s AI-X approach is at the forefront of research into how human beings as users and customers perceive and react to AI interaction and AI-generated content. By combining our know-how from user experience, brand and media, and shopper experience, AI-X delivers a comprehensive view of the customer journey – from initial exposure to final purchase intent.

"eye square’s technologies give metrics to media," said Stefan Schönherr, EVP for Brand and Media Experience at eye square. "Our collaboration with Snapchat highlights how our innovative research methods can quantify the true impact of AI and AR content, empowering media and advertisers to make data-driven decisions and optimize their campaigns for maximum effectiveness. If you have questions concerning the impact of new tools and technology or of AI-/AR-content in your media products, we have the tools to help you understand the choices and make the best decisions fast."

eye square – A Trusted Partner for Leading Media Companies

With over 25 years of experience in global market research and software innovation, eye square remains at the forefront of understanding the evolving landscape of digital media and AI-powered experiences. We are delighted to work alongside leading companies in the social media industry, helping them unlock the full potential of their platforms for brands and creators alike. We specialize in the measurement of human experience across advertising, AI, user experience, and online retail. Our cutting-edge technologies and methodologies provide actionable insights that drive success for brands and media partners worldwide.

For more information about eye square’s AI-X solutions and our latest research, please visit www.eye-square.com.