Snapchat is significantly enhancing its advertising platform.
Key improvements include streamlined lead generation through optimized tools and Zapier integration, which has resulted in a substantial decrease in cost-per-lead and increased lead form submissions.
The platform has also sharpened its focus on app advertising with new bidding options, improved optimization for app installs, purchases, and re-engagement, and the promising Value Optimization feature, which targets users based on predicted purchase value.
Augmented reality (AR) takes center stage with advancements like First Lens Unlimited, State Targeted First Story (US only), and AR Extensions designed to create more immersive and engaging ad experiences.
To further elevate ad creation, Snapchat integrates generative AI to power AI Lenses and generate ad copy, particularly for non-English markets.
These combined efforts aim to establish a robust ad network, providing businesses with broader advertising tools and driving better campaign outcomes.