Google Promoting Lens With Online Ads In Clear Awareness Ramp-up

Lens will be an important part of Google’s augmented reality future, but it’s one of the harder products to get people to continually use, so Google is turning to ads to get more people to start using it.

The advertising push comes as Apple will introduce a comparable feature with iOS 15 this fall. Google has a first-mover advantage in AR search, but competing against a default is quite hard, and the search company would do well to widely advertise the capability lest people associate it with just Apple.