Snapchat has provided a comprehensive overview of its evolving ad tools, highlighting the platform's efforts to enhance advertiser outcomes and drive better performance. The update comes on the heels of Snapchat's impressive Q1 results, which saw an 85% year-over-year increase in the number of SMB advertisers using the platform.
In a recent webinar, two of Snapchat's key product leaders delved into the specifics of the platform's ad system overhaul. The 14-minute overview shed light on the various elements that have contributed to improved results for Snapchat's ad partners.
One of the most significant changes is the redesign of Snapchat's ad formats. The company has focused on unifying the look and feel of its promotions, creating a more cohesive and intentional user experience. The new formats aim to maximize the impact of each ad, driving the desired outcomes for advertisers.
Snapchat is also making strides in its AR ad offerings, providing brands with innovative ways to boost exposure for their branded Lenses. The expansion of the "Total Takeover" product suite, which includes "First Story", "First Commercial", and "First Lens", now features a "State-level First Story" option, enabling targeted reach in specific regions. Additionally, Snapchat plans to launch a high-impact AR product that offers advertisers an all-day takeover of the Lens Carousel.
To streamline the app download experience for advertisers, Snapchat has implemented a new system that allows users to install apps with fewer taps, without leaving the Snapchat app. This seamless integration is designed to improve conversion rates and enhance the user experience.
Snapchat has also introduced new bidding capabilities tailored to mobile gaming advertisers, as well as a Value Optimization offering that enables advertisers to bid on the value of purchases driven, rather than just the quantity. Furthermore, the platform now offers a way to bid on click-through conversions within a seven-day window, dubbed the "7/0 delivery optimization".
In addition to these updates, Snapchat has expanded its partner ecosystem to assist in campaign creation. New CRM partners facilitate enhanced data integration, allowing Snapchat to better determine the effectiveness of generated leads and optimize its lead generation product accordingly. Partnerships with Snowflake, Datahash, LiveRamp, and Tealium provide direct assistance with the integration of Snapchat's Conversions API, empowering businesses to gain deeper insights into their ad performance.
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