At the recent IAB NewFronts, Snapchat revealed its latest augmented reality (AR) and machine learning (ML) tools. These advancements are designed to help brands create more interactive and engaging advertisements on the platform.
Advancements in AR Technology
Snapchat has improved the process for brands to create AR try-on features, which allow users to virtually try on products like sunglasses and jewellery within the app. By collaborating with major companies like Amazon and Tiffany & Co., Snapchat has made it quicker and easier for brands to convert their product catalogues into AR experiences.
Personalization of AR Lenses
Brands can now use generative AI to create customized AR lenses. Starting with a simple text or image, this technology can generate unique AR effects, making advertisements more personal and engaging.
AR Across Various Ad Formats
Snapchat has introduced AR Extensions that let brands integrate AR lenses and filters into multiple advertising formats on the platform, such as Dynamic Product Ads and Snap Ads. This allows for richer and more immersive user interaction.
Launch of Snap Sports Network
Snapchat also announced the upcoming Snap Sports Network, which will feature unique sports content, including dog surfing and water bottle flipping. Hosted by popular Snap Stars, this channel aims to offer entertaining and diverse content to users.
Exclusive Music Content on Snapchat
Expanding its partnership with Live Nation, Snapchat is set to offer a new Snap Nation Public Profile. This feature will provide exclusive, behind-the-scenes content from various concerts, enhancing how users experience live music events through the app.
