ARES服务的目的是为品牌客户提供更好的AR能力，包括在官网、App接入Snapchat AR滤镜，用于3D可视化、AR试穿等场景。此前，Snap的AR营销主要集中在自家应用Snapchat中，而现在通过AR企业服务，也允许客户在自己的平台上引入Snapchat滤镜。与Snapchat AR滤镜不同的是，这些滤镜可看作是WebAR，在网页端即可运行，无需跳转至Snapchat。
而且，自2021年以来，已经有2.5亿用户使用Snapchat AR滤镜，超过了该应用一半的日活用户。不只是Snap，亚马逊、Pinterest、谷歌等其他公司也开始探索AR试穿的前景。而MAC、Ulta Beauty、American Eagle、Puma、Chanel、Walmart、LVMH等客户，也开始通过合作来采用AR营销。
Snap acquires Adidas solution partner to push AR business
Recently, according to foreign media TechCrunch exposure the news that Snap had quietly acquired a 3D marketing solution provider named Th3rd last year. It is reported that Th3rd was founded in 2014, based in Amsterdam, the Netherlands, its business is mainly 3D scanning, 3D modeling, to provide brands and retailers with bulk product digitization, 3D solutions, application scenarios including product preview, animation, digital presentation, mobile applications, AR/VR and so on. Previously, the company has worked with Adidas to create 3D digitization solutions for more than 2,500 pairs of sneakers.
Snap has now confirmed the acquisition and revealed that four members of the Th3rd team have joined Snap after the acquisition was completed, but otherwise did not disclose the size of the acquisition or the purpose of the acquisition. It is understood that Th3rd technology has been used to enhance Snap’s AR business, such as ARES, an AR enterprise service launched recently.
The ARES service aims to provide brand customers with better AR capabilities, including access to Snapchat AR filters on official websites and apps for 3D visualization, AR try-on and other scenarios. Previously, Snap’s AR marketing was mainly focused in its own app Snapchat, but now through AR Enterprise Service, it also allows customers to introduce Snapchat filters on their own platforms. Unlike Snapchat AR filters, these filters can be seen as WebAR and can be run on the web side without the need to jump to Snapchat.
In recent years, in order to promote AR visualization and other businesses, Snap has continued to acquire AR-related companies, including WaveOptics, Fit Analytics, Vertebrae, Forma, and others, in addition to Th3rd. It is clear that Snap sees the potential of AR visualization, and its previous research has predicted that the AR retail market will be worth $1.2 trillion in 2023.
And, since 2021, 250 million users have used Snapchat AR filters, more than half of the app’s daily users. Not only Snap, but other companies such as Amazon, Pinterest, and Google are also beginning to explore the prospect of AR try-ons. And clients such as MAC, Ulta Beauty, American Eagle, Puma, Chanel, Walmart, LVMH, and others are beginning to adopt AR marketing through partnerships.