Snapchat unveils new solutions and programs for advertisers

Snapchat has launched a series of new solutions and programs in a bid to reshape the way brands engage with their audiences.

As a result, the platform is empowering advertisers to harness its new Artificial Reality (AR) which includes an extension of its previous offerings.

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Now, users can try on products virtually before making a purchase or immersing themselves in a branded world via AR directly within an advertisement.

Meanwhile, Advertisers now can seamlessly integrate AR Lenses and filters into various ad formats, including Dynamic Product Ads, Snap Ads, Collection Ads, Commercials, and Spotlight Ads.

The company also launched new Machine Learning (ML) Tools, designed to make AR creation faster and easier for brands. 

The move, which leverages automation and ML algorithms, helps generate AR try-on assets at scale, significantly reducing the time it takes for brands to turn their 2D product catalogues into immersive try-on experiences, Snapchat claimed.

The social media platform also introduced ML Face Effects for Brands, powered by AI.

The feature enables brands to create bespoke AR ads that leverage machine learning models to generate realistic face effects and selfie experiences for Snapchatters.

This new capability enables brands to generate a unique machine-learning model quickly, create realistic face effects, and generate selfie experiences for Snapchatters. 

Snapchat UK General Manager, Bridget Lea, said: “Technology like augmented reality presents a huge opportunity for advertisers to reach consumers in new immersive ways. Extending the power of AR across all of our ad formats will help advertisers supercharge their business on Snapchat.

“The improvements we’ve made to our direct response products are already driving real results for clients – and as our community continues to grow, the opportunity for brands has never been greater.”

Alongside the advertising updates, the company also unveiled its new collaboration with Live Nation, Snap Nation, which offers Snapchatters exclusive behind-the-scenes content from their favourite artists and showcases the magic of live music experiences unfolding in real-time.

Snapchat will curate stories from Live Nation concerts and festivals, featuring public Spotlights from Snapchatters, Snap Stars, music fans, and artists. 

Live Nation Executive Vice President, Head of Global Media Partnerships, Kevin Chernett, stated: “Globally, live music is experiencing a record surge, with fans actively seeking out online content to connect with artists and other fans in between shows. Now, with Snap Nation, we’re giving fans exclusive access to never-before-seen concert content, only on Snapchat.

They’ll get to experience it all—from feeling the pre-show anticipation backstage to experiencing the post-show camaraderie and so much more. Snapchat uniquely offers artists a new platform to showcase the depth of creativity that goes into a live performance while building more personal connections with fans during peak moments of engagement.”