摘要: Snapchat recently announced upgrades to its ad strategy with the incorporation of an artificial intelligence platform known as “goal-based bidding,” which allows advertisers on Snapchat to target their messages more effectively. And by allowing users to swipe ads and dive deeper into the journey, it increases the potential for more consistent and continued consumer engagement.

 

 

Snapchat recently announced upgrades to its ad strategy with the incorporation of an artificial intelligence platform known as “goal-based bidding,” which allows advertisers on Snapchat to target their messages more effectively. And by allowing users to swipe ads and dive deeper into the journey, it increases the potential for more consistent and continued consumer engagement.

Especially for marketers wanting to create deeper brand experiences, this integration of technology to offer a brand more dynamic outreach possibilities is essential. Up to this point, marketers – like those utilizing Snapchat’s platform – have used AI and other technologies to boost consumer engagement and improve ad targeting. While the likes of AI are a great start, the best tech innovations – from chatbots to programmatic algorithms and recommendation engines – address consumers’ needs much more holistically.

Leveraging these and other technologies further along in the consumer experience requires a new level of thoughtfulness and creativity, because using technology for technology’s sake is not a winning strategy.

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Full Text: brandquarterly



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