Of course, there’s a risk with buying ad slots next to any user-generated content, but Snap says it moderates Spotlight content before it reaches a wider audience, which reduces the chance that marketers’ content would appear alongside hate speech or any harmful content. Spotlight ads will initially be served as automatic placements with the service and advertisers will be able to manage those via the Snapchat Ads Manager. Now, the company is opening up Spotlight to global advertisers, it said at NewFronts. Other Snap announcements today involved Spotlight, its TikTok clone, which launched in 2020. Snapchat began testing ads within the product a year ago and, during last week’s earnings, Spiegel said Spotlight now reaches 350 million monthly active users - a figure that’s up 170% year-over-year.
Snapchat sees spike in 1-star reviews as users pan the ‘My AI’ feature, calling for its removal Meanwhile, Snapchat users have been panning the AI with one-star reviews amid complaints that the feature can’t be removed from their Chat tab without paying for a subscription. It also launched the AI product to global users before introducing parental controls - though it says those are coming. The company just over a month ago said it was still seeking qualified AI experts to join its Safety Advisory Board. It’s worth pointing out how quickly Snap is running with the AI feature’s addition. To aid with this, Snap informs users that it’s saving their AI conversations until the user manually deletes them. In other words, it sounds like what users talk to the AI about could then change the experience of what they see elsewhere in the app. It also notes that the learnings from AI could introduce mobile video powered by conversational intent to Snapchat users for the first time and noted how users’ conversations with the AI would help Snap to serve more relevant content across its app, including in areas like Stories and Spotlight. Snap says it’s still in an early experimental stage with this feature and wants to make sponsored links as useful as possible. Or if a user was talking about a video game, users might receive a link to a similar game from a local retailer. If a user was talking about a weekend trip, My AI could return a sponsored link from an airline or hotel. For instance, if a Snapchat user asked where to have dinner, My AI could return a link sponsored by a local restaurant or a food delivery app. Today, the company confirmed it has begun testing sponsored links in conversations with My AI that would connect users with partners relevant to their conversation. My AI, which just rolled out to the wider Snapchat user base last month, can now suggest Lenses, Places from Snap Map and, soon, will be able to send a generative Snap back to Snapchat+ subscribers, in addition to having text-based conversations with users. While many of the ad slots Snap announced today were more traditional placements, one of its announcements stood out.Īt the event, the company talked about how Snap could use its new AI feature to put sponsored links in front of users - something Snap CEO Evan Spiegel had teased during earnings. By opening up new ad products to marketers, Snap has the opportunity to drive revenue increases as it finds more places to insert ads into its mobile app. Snap wasn’t alone in feeling those impacts - Google’s YouTube business also saw its ad revenue decline by nearly 3% in the quarter. The tech industry’s first-quarter results made clear that the advertising rebound that had boosted Meta during Q1 was not yet benefiting the wider social app ecosystem. The announcements come at a key time for Snap’s ad business, which saw its sales fall for the first time as a public company, despite a 15% year-over-year increase in Snapchat users to 383 million. Snap also announced new ad slots, including the option to reserve the first video ad seen in Snapchat’s Friend Stories and the ability to advertise within its TikTok-like Spotlight feature. Here, Snap’s new President of Americas Rob Wilk, previously Microsoft’s head of Advertising, and Chief Creative Officer Colleen DeCourcy, spoke about a test that allowed Snap partners to leverage its new AI feature, My AI, to place sponsored links in front of users. After Snap’s stock took a hit from its weak first-quarter earnings, the company today made its pitch to advertisers at IAB’s NewFronts where it introduced new ad products and opportunities.
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