The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
SANTA MONICA, United States — Snap Inc. said on Thursday it is introducing dynamic advertising that automatically create ads and target audiences in real-time, as the parent company of photo messaging app Snapchat looks to compete for digital ad dollars.
Snap has grown revenue and its userbase as larger rivals Alphabet's Google and Facebook Inc , which dominate the global digital advertising market, face regulatory scrutiny over their market control. Both Google and Facebook already offer dynamic ads.
Dynamic ad platforms pick items from advertisers' product catalogues and target them automatically to people with relevant interests, removing the need to manually advertise each product individually. Snap is betting the convenience will attract more advertisers.
For example, Snap could automatically show sneakers to Snapchat users that have an interest in sports, displaying items from retailers that have uploaded their product catalogues.
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David Herrmann, an independent ad buyer based in Los Angeles who works with direct-to-consumer brands, said the new function was a compelling option for "direct response-focused" brands.
Snap said while global advertisers would be able to use dynamic ad platform immediately, their campaigns will initially only reach US Snapchat users, with a global rollout scheduled later.
Snap remains a small player in the global digital ad market with 0.5 percent revenue share, compared with Google at 32 percent and Facebook at 21 percent, according to research firm eMarketer.
By Sheila Dang; editor: Sam Holmes.
Brands are using them for design tasks, in their marketing, on their e-commerce sites and in augmented-reality experiences such as virtual try-on, with more applications still emerging.
Brands including LVMH’s Fred, TAG Heuer and Prada, whose lab-grown diamond supplier Snow speaks for the first time, have all unveiled products with man-made stones as they look to technology for new creative possibilities.
Social networks are being blamed for the worrying decline in young people’s mental health. Brands may not think about the matter much, but they’re part of the content stream that keeps them hooked.
After the bag initially proved popular with Gen-Z consumers, the brand used a mix of hard numbers and qualitative data – including “shopalongs” with young customers – to make the most of its accessory’s viral moment.