Snap has significantly improved its app ads by introducing new bidding capabilities focused on app installs and purchases, benefiting advertisers with enhanced optimization strategies.
The company conducted early tests with its value optimization feature, yielding promising results, especially for mobile gaming and eCommerce, like Lancôme's notable increase in cart size.
Snap's advanced AR ad offerings such as 'First Lens Unlimited' contribute to a stronger presence in ads, which, when paired with video, elevate ad awareness.
Emerging generative AI capabilities in advertising within Snap's platform are expected to enhance the ad creation process, aligning with trends seen at competitors like Meta and TikTok.
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