In its third-quarter report, Snapchat additionally stated it might discover methods to evolve the advert platform.
“We have now remained very targeted on driving [return on investment] for our promoting companions,” Spiegel stated. “And we proceed to see sturdy, constant efficiency on our advert platform based mostly on first-party information and conversion elevate research, and are engaged on constructing versatile first-party tooling and measurement options to serve the various wants of our promoting companions.”
Snapchat additionally signaled another components that would have an effect on its enterprise.
For example, Snapchat stated customers spent much less time viewing Tales, that are the private video messages that folks share with one another on the app.
“On one hand, whereas complete content material viewership and time spent have grown year-over-year, user-generated Tales proceed to see year-over-year declines in total time spent,” Spiegel stated. “Alternatively, we’re seeing quarter-over-quarter enhancements in engagement with the Snap Map, Story posting, new good friend connections, and bi-directional communication.”
Spiegel was optimistic concerning the augmented actuality future and Snap Lenses, that are the flashy animated filters folks use within the digicam. Manufacturers create Lenses for advert campaigns and to drive commerce.
“We’re additionally doubling down on the early successes we’ve got seen serving to folks strive on clothes, magnificence merchandise, and equipment with augmented actuality, and are working intently with companions like Ralph Lauren, MAC Cosmetics, and Zenni Optical to increase our AR buying experiences,” Spiegel stated.