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CANNES – Social-media firms prior to now decade have built out their commerce platforms, helping brands to drive direct sales. As they collaborate with retailers that sell promoting, they’re finding ways to enhance one another’s strengths.
“For the whole lot that retail media networks have, one thing they don’t have is consistency,” Kevin Longo, head of commerce at social-media company Snap, said on this interview with Beet.TV contributor Tameka Kee on the Cannes Lions International Festival of Creativity.
“We play somewhat bit something different for each partner,” he said. “Some people take a look at us on the simpler end of just really high reach, a novel audience and low cost CPMs. Then some individuals who have more sophisticated integrations.”
Source: Snap
Snap’s image-messaging app Snapchat pioneered consumer adoption of augmented reality, which overlays digital images on the actual world as seen through a smartphone camera or wearable device. Snapchat’s face filters are a well-liked feature for driving engagement with the app and with brands that sponsor customized AR content.
“One thing that’s been really interesting is a whole lot of these guys are seeing our offering and augmented reality as a novel opportunity to distinguish their very own platform,” Longo said. “As they consider unique audience, low cost CPMs, performant, but additionally we get this unicorn ad product of augmented reality.”
You’re watching coverage of Beet.TV’s Global Leadership Summit: Retail & Commerce Media, a Beet.TV Leadership Series at Cannes Lions 2024, presented by CMX, Criteo, LiveRamp & Snap. For more videos from this series, please visit this page. To view all of Beet.TV’s Cannes Lions 2024 content, please visit this page.
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