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Snap Launches Multi-format Delivery to Improve Ad-buying Experience

Snap, a leading technology company, has announced a new adtech format, Multi-format Delivery to allow marketers to reimagine their overall approach to building a personalized ad-buying strategy. Snap is a leading player in the social commerce industry, where new trends in e-commerce and content personalization are closely related to technology advancements. AI, Machine learning, automation, search, recommendation, facial recognition, AR and VR are some of the best examples of how emerging technologies expand the ROI of advertising campaigns across social media channels. Multi-format Delivery is a great example of this.

Role of Multi-format Delivery in Social Commerce

Social commerce has swiftly embraced cutting-edge technologies to improve the effectiveness of advertisement campaigns. Snap’s Multi-format Delivery will offer brands buying on Snap the opportunity to purchase multiple advertising formats in one cohesive ad set, optimizing towards the client’s central goal or objective.

At the time of this announcement, Kathryn Carter, General Manager, APAC at Snap Inc. said, “Snap ads have been successfully leveraged by businesses who seek to directly connect with audiences through immersive and engaging content. At Snap, we pioneered AR advertising at scale and have been innovating ever since. The launch of multi-format delivery, an industry-first product, really solidifies augmented reality as an always-on buying opportunity for our clients. This launch is a game-changing opportunity for brands and advertisers, providing them with a simplified, all-encompassing buying process for their next campaign with Snap.”

Kathryn added, “Now, Singapore brands across categories can easily discover innovative ad opportunities that optimize AR and video together to drive strong results. We are excited for advertisers to use Snap to reimagine their next campaign, using AR which we know is a growing sector and valuable tool.”

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The product launch will include all of Snap’s video ad formats including Snap Ads, Story Ads, Collection Ads and Commercials, and will feature Snap’s camera offerings (augmented reality) by Q2 of 2022. By bringing self-serve AR into Multi-format Delivery in Q1, Snap continues to trailblaze AR mainstream buying efficiencies for the market. Snap was the first platform to launch a self-serve Lens offering, followed by the first-mover launch of Snap’s Lens auction. While activating the multi-format delivery adtech product, this exciting next product will allow for AR and video to optimize together – a first for the industry.

 Multi-format Delivery  Multi-format Delivery The new product will fundamentally change the way the brands and advertisers think about buying media on Snap, shifting towards a more multi-product approach to drive performance. These improvements will lay the groundwork for a significant evolution in ad-buying perception, behavior, and performance. This also will enable Snap’s auction dynamics the opportunity to serve clients the best-suited inventory for the marketer’s price and objective.

Multi-format delivery ad sets reporting will be broken out by ad format so that buyers can evaluate the efficiency of each format and how it contributes to overall brand performance. While the core experience will remain relatively consistent, Snap has reconstructed how formats and various campaign criteria are selected within the purchasing experience to allow for more flexibility for buyers. By enabling multi-format delivery, allows Snap’s ad ranking system to determine where best to fill inventory for the given budget, goal, and selected formats.

The product will be inherently different from single product ad sets, in that delivery and ranking will be able to determine the best inventory to fill in for the selected formats, goal, target audience, and bid.

[To share your insights with us, please write to sghosh@martechseries.com]

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