At NewFronts 2024, Snapchat announced a new advertising feature called “AR Extensions” that allows brands to integrate augmented reality (AR) Lenses and Filters directly into various ad formats on the platform. 

This capability extends to Dynamic Product Ads, Snap Ads, Collection Ads, Commercials, and Spotlight Ads, enabling advertisers to showcase their products and intellectual property through immersive AR experiences within the ads themselves.

The company has been investing in machine learning and automation to streamline the creation of AR assets. These advancements have reduced the time required to generate AR try-on assets at scale, allowing brands to transform their 2D product catalogs into interactive try-on experiences more efficiently.

Additionally, Snapchat introduced “ML Face Effects,” a generative AI technology that empowers brands to create branded AR ads with custom-produced Lenses featuring realistic face effects and selfie experiences for Snapchat users. The company stated this new capability enables brands to generate unique machine-learning models quickly, produce realistic face effects, and generate personalized selfie experiences.

In a related development, Snapchat is evolving its “523” creator accelerator program by partnering with award-winning actress, writer, and producer Issa Rae and her branded entertainment company Ensemble. This collaboration aims to help brands team up and produce content directly with the 523 program’s participants, amplifying the stories of creators from underrepresented communities.

Snapchat reported continued growth in its advertising business, with a 21% year-over-year revenue increase in Q1 2024, driven by improvements to its ad platform, including the 7-0 Pixel Purchase optimization model, the revamped Conversions API (CAPI), and new campaign setup tools. 

The tech giant expressed optimism about the increasing demand for its direct response solutions and its commitment to developing a more effective and efficient platform for advertising partners.