Snapchat has launched the Smart Campaign Solution, an AI-driven advertising tool aimed at small and medium-sized businesses (SMBs). This move is part of a larger strategy to close the gap with competitors like Meta and Google. Chief Business Officer Ajit Mohan highlights the potential of performance-driven ad capabilities to attract advertisers dissatisfied with their current ROI from these incumbents. The goal is not to directly compete but to provide alternatives, hoping to gain a share of advertising dollars by showcasing measurable results and addressing the reliance on existing platforms.
Snapchat aims to leverage AI-driven ad tools to attract advertisers disillusioned with Meta and Google, establishing itself as a credible alternative to these platforms.
Ajit Mohan believes that performance-driven capabilities could elevate Snapchat to tier one ad platforms if they can demonstrate tangible results to advertisers.
Advertisers may shift their spending if they see better returns through Snap’s Smart Campaign Solution, which caters primarily to small and medium-sized businesses.
Mohan highlights the current landscape where advertisers feel over-reliant on Google and Meta, emphasizing the need for viable alternatives that Snapchat seeks to provide.
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