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Marketing Numbers of the Week
Augmented reality (AR) shopping has been accelerated, especially during the pandemic. A new study released by Publicis Media stated that more than 56% of users on Snapchat are more likely to use branded AR lenses during their browsing and purchasing process. This survey is conducted in France, Saudi Arabia, the U.K., and U.S, stated that the AR trend has been using in home decor 73%, product personalization 73%, demonstration 70%, and virtual try-on 72%. The survey also revealed that 94% of people expect to use AR for shopping in 2021 and in 2022 this would be the same or more. About 200 million Snapchatters engaging with AR daily.
Association of National Advertisers (ANA) conducted a survey in March and among 112 client-side marketers stated that more than 89% of the marketers say that the importance of working with diverse marketing and advertising suppliers has been raised when compared with the prior year. Meanwhile, 58% of that cohort report that the increase has been outstanding. In the ANA survey majority said that 75% are willing to work with some form of the diverse supplier, while 50% are planning to spend more in the next year on Black, women and Hispanic-owned companies.
During the Google Marketing Livestream, Google has announced several new editions to Google Ads and its e-commerce platforms by declaring partnerships with WooCommerce, GoDaddy and Square. With this YouTube’s ad revenue jumped by 49% to $6 billion in Q1 than 46% in the prior quarter. In December, Walmart and TikTok conducted a livestream with shoppable content that resulted in a 25% lift to the video platforms, so now they are planning for a second livestream in March. This month Facebook has launched its own shoppable livestream, a summer series with content from beauty and fashion brands.
Havas Media Group’s 2021 Meaningful Brands report states that 75% of consumers say if a brand could disappear then they just don’t care and easily find a replacement. While 73% replied that, brands must act to do good for society and the planet. Where 71% say brands don’t deliver their promises. By this report, it is clear that consumers have high expectations and little trust in brands. The percentage of people who prefer to buy from companies with a reputation for purpose as well as profit raised to 10 points from 2019 to 64%, on other hand 53% will pay more for brands that take stands.
Yum is planning to obtain Australia-based Dragontail Systems Limited, an innovative provider of technology solutions for the food industry for $72.3 million. This transaction is expected to close by the end of Q3 2021. With this Yum Brands has made three technology acquisitions in 2021. Dragontail’s platform uses artificial intelligence (AI) to automate the kitchen flow, prepare for delivery, schedule drivers, managing staff and drivers, and provide real-time alerts, among other capabilities.
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