In the 2024 edition of IAB NewFronts event, Snapchat revealed the latest AR and ML toolkit that sophisticatedly turn how brands advertise on social media. These forward-thinking tech platforms are striving to develop more engaging, interactive ads for the large and growing Snapchat user base.
Accelerating AR Product Try-Ons
One key focus here is making the process of creation of AR try-on items which allows users to virtually try on products such as clothes, accessories, and many others. With help from machine learning automation, Snapchat cut the production time into half, making it easy for the brands to convert their 2D catalogs into immersive try-on experiences in no time.
Generative AI for Custom AR Ads
Brands can now adopt generative AI technologies to create cool AR ads and lenses displaying branded images with real face attributes. Through its text or image input prompt, AI models now can build custom AR ML models with lifelike special effects for brands’ promotional purposes, allowing for a novel ad format.
Seamless AR Ad Integration
The “AR Extensions” innovations will be built into all Snapchat’s ad products ranging from the Dynamic Product Ads, Snap Ads, Collections, Commercials and Spotlight Ads. These open up limitless opportunities for brands to enchant audiences.
Surging AR Adoption
Snapchat’s path breaking Augmented Reality (AR) technology has proven to be a great success by having over 300 million daily average users who interact with AR in one way or another. The increasing demand for AR further boosts the power of Snapchat as an AR advertising leader.
Image Credits: Snapchat
Robust Revenue and Advertiser Growth
The new ad formats come on the back of Snapchat’s impressive Q1 2024 performance in which it reported revenues spiking 21% to $1.195 billion, driven by platform improvements. Additionally, the number of small and medium-sized advertisers on Snapchat grew by 85% in 2024.
New Content Offerings
Snapchat also broadens its content offering by releasing “Snap Sports Network,” a channel dedicated to minor sports such as dog surfing, and extreme ironing. As well, Live Nation will serve as an extended partner to give users access to backstage of concerts.
An Immersive Ad Future
Notwithstanding the fact that Snapchat keeps harnessing the new technologies of AR and AI, brands have an unprecedented chance to totally capture the viewers through the immersive and deep advertising experiences. With significant revenues increase and advertiser proliferation, Snapchat will be the leader in redefining digital marketing.
Conclusion
With the advancement of digital marketing, brands need to adapt to the new technologies in order to be ahead of the game. The most recent AR and machine learning ads products of Snapchat allow the marketing crew to design unique experiences. From just trying on virtual products to conversing with branded AR lenses, consumers can effectively develop a deeper bond with brands. Thanks to its pathbreaking nature and determination to innovate, Snapchat will be the forerunner of a new wave of advertising in the age of narrative ads. The marketing future is here, and unprepared brands will be losing ground because of this AI-driven setting. Marketers, brace yourselves to be amazed and gain the applause of today’s generation.
FAQs
Q1: What new AR and ML tools is Snapchat introducing for brands and advertisers?
A: Snapchat has announced a suite of tools to make it easier to create `AR try-on’ experiences, use generative AI to create custom branded AR ads with realistic face effects, and use AR lenses/filters across all its ad formats via ‘AR Extensions.’
Q2: How is Snapchat using machine learning to help brands create AR try-ons?
A: Snapchat used machine learning and automation to cut the time to create virtual try-on assets by a large margin. In this way brands can easily move the 2D catalogs into virtual try-on experiences.
Q3: How can brands create custom AR ads with generative AI on Snapchat?
A: Brands can provide text or image prompts to develop unique ML algorithms capable of producing face AR effects that are unique to branded lenses/filters used to advertise.
Q4: How popular is AR on Snapchat’s platform?
A: Snapchat stresses that daily more than 300 million AR users interact with AR experiences on the app on average, which indicates that a large AR community exists.
