AR On The Cheap
A few years ago national advertisers were lining up to buy AR ad placements (like Lens products) on Snapchat’s national ad carousel. These babies were definitely the shiny new toys of digital media, but they had one problem . . . the price tag. At the time the minimum spend for most of Snap’s AR units was $500K, which put them out of reach for most smaller brands.
To address this price cliff Snapchat has recently introduced a discounted AR product for just a $50 minimum spend. Think of the unit as more of an AR-lite ad execution – it’s served as a display ad and then provides AR-functionality once users click on it. While a $50 minimum to get into the AR game seems like a great deal, brands also need to keep in mind the cost of building out the rich media units needed for these placements. Developing a typical AR unit can cost anywhere from $5K-30K.
Given the high cost of this creative it’s unlikely that someone would just spend $50 on these ads – that would be like the production tail wagging the media dog. But at least Snapchat is trying to make AR more accessible to middle-of-the-road advertisers.