ICYMI: The Future in Augmented Reality

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This week: Facebook and Snapchat both eye augmented reality as the future of the mobile camera, Adaptly makes the case for strong brand-API partner relationships, and social advertising strategies for Tour de France.

Improving Paid Social Results through Strong Client Relationships | PerformanceIN

As a brand, navigating the social media landscape can be hard, especially since the platforms and ad formats are constantly evolving. That’s why having an API partner like Adaptly to handle the complexities of paid social empowers brands to reach their full advertising potential. Adaptly’s VP of Accounts in EMEA, Rob Kabrovski, provides a POV on why building strong relationships with API partners boosts campaign results and achieves long-term efficiency.

Sprinting Your Way Towards Paid Social Success During Tour de France | Adaptly

The Tour de France is the biggest annual sporting event on the planet, broadcast to 3.5 billion people in 190 countries across the world. With 2.1 million Facebook fans and 2.5 million Twitter followers, the Tour de France is certainly popular on social media, and social platforms are where users go first for real-time race commentary and updates. Download Adaptly’s strategy guide for recommendations on how to pedal your brand to paid social success during 2017’s competition.

Snapchat Introduces World Lenses | Business Insider

Snapchat ventures further into the world of augmented reality with the release of World Lense. Like Lenses, the graphic overlays that turn users into puppies and other funny characters, World Lense will be applied to the rear-facing camera to add graphic elements of AR into everyday life. Now, users are able to see rainbows and flowers overlaid on the world around them, with new lenses updated regularly.

Facebook Debuts the Future of Augmented Reality, and It’s on Mobile | Adweek

Facebook also has big plans for augmented reality. At its annual F8 developers conference, CEO Mark Zuckerberg placed a heavy emphasis on AR and its role in Facebook’s future. To Zuck, the ideal vehicle for AR is the smartphone camera, and he sees Facebook’s Camera Effects Platform (now in a closed beta) being pivotal in making AR accessible to all. Right now AR is just fun and games, but Facebook envisions it playing a more useful role in the future by displaying information like directions or messages.