据外媒TechCrunch爆料,Snap去年曾悄悄收购一家名为Th3rd的3D营销方案商。

资料显示,Th3rd成立于2014年,总部位于荷兰阿姆斯特丹,其业务主要是3D扫描、3D建模,为品牌和零售商提供批量产品数字化、3D化方案,应用场景包括商品预览、动画、数字演示、移动应用、AR/VR等等。此前,该公司曾与阿迪达斯合作,为2500多双球鞋创建了3D数字化方案。

目前Snap已经证实本次收购,并透露在收购完成后,Th3rd团队的4名成员已加入Snap。除此之外,并未透露本次收购的规模,以及收购的目的。据了解,Th3rd技术已用于增强Snap的AR业务,比如前不久推出的AR企业服务ARES。

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。

近年来为了推动AR可视化等业务,Snap持续收购AR相关公司,除了Th3rd外,还包括WaveOptics、Fit Analytics、Vertebrae、Forma等等。很明显,Snap看到了AR可视化的潜力,其在此前的研究中曾预测,2023年AR零售市场价值将达到1.2万亿美元。

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.