Snapchat brings AI-powered augmented reality tools to advertisers

After generating better than anticipated revenue growth in Q1 2024 – reaching nearly $1.2 billion for the quarter, indicative of 21% year-over-year growth – Snap has revamped its investment in augmented reality (AR) tools for advertisers.

Announced at its US-based event, Snapchat NewsFronts, the platform has introduced AR Extensions. The feature allows advertisers to integrate AR lenses and filters directly into all of Snap’s ad formats, including Dynamic Product Ads, Snap Ads, Collections Ads, Commercials and Spotlight Ads.

The tool promises to empower advertisers to showcase their products, IP, and brand with Snapchat’s 422 million daily active users directly through AR ads.

On the AI front, new machine learning and automation tools have been introduced to help make AR creation faster and easier. These tools are intended to reduce the time it takes for brands and advertisers to turn 2D product catalogues into 3D, AR try-on assets.

Further, brands can now create branded AR ads on Snapchat through the use of generative AI technology that allows custom produced lenses. The new capability facilitates the generation of a unique machine learning model quickly, creating realistic face effects and branded selfie experiences for ‘Snapchatters’.

Bridget Lea, UK General Manager of Snap Inc, said: “Technology like AR 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."

Affiliations are paving the way for community building

The social media platform has also evolved its partnership with Live Nation in a move intended to better leverage Snapchat’s pool of influencers, or ‘Snap Stars’.

‘Snap Nation’ will bring Snapchatters exclusive behind-the-scenes content from popular music artists via the Snap Nation Public Profile. Additionally, Snapchat will be curating stories from Live Nation concerts and festivals featuring public Spotlights from Snapchatters, Snap Stars, music fans and artists, to bring together shared experiences from the platforms community all in one place.

This feature is currently only available in the US, where advertisers can participate via branded content across creator stories, ads in Snap Nation stories and AR Lenses leveraging Live Nation IP.

Kevin Chernett, Executive Vice President and Head of Global Media Partnerships at Live Nation, added: “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.”