In a groundbreaking move, Microsoft Advertising has announced a strategic partnership with Snap to integrate sponsored links within Snapchat’s My AI chatbot. This collaboration aims to leverage Microsoft’s innovative Chat Ads API to serve highly relevant sponsored links to Snapchat’s vast user base.
- Generative AI in Advertising: Microsoft Advertising has been at the forefront of generative artificial intelligence (AI) innovations, which are revolutionizing the advertising landscape. The company’s vision is to reimagine advertising with these new capabilities, as evidenced by the numerous AI developments launching across Bing and other platforms.
- Engaging a Massive Audience: Sponsored links in Snapchat’s My AI will allow brands to engage with a highly active audience. Snapchat boasts over 750 million monthly users, with billions of messages, known as Snaps, being sent daily. The My AI chatbot has also gained significant traction, with over 150 million people sending more than 10 billion messages within the platform.
- Deep Conversational Engagement: The integration of sponsored links into My AI aims to provide a seamless and relevant content experience for users. This deep conversational engagement offers a richer understanding of user context, ensuring a strong return on investment (ROI) for advertisers.
- Tapping into New Customer Behavior: Generative AI chat is rapidly emerging as a popular technology, with high engagement rates. Snapchat’s My AI chatbot is a prime example of this, reaching over 75% of individuals aged 13 to 34 in more than 20 countries.
- Leveraging the Opportunity: Microsoft Advertising’s mobile momentum is on the rise, especially with the growing usage of the AI-powered Bing. Given Snapchat’s popularity as a mobile application, this partnership aims to extend Microsoft’s reach to a mobile-first audience. Advertisers can easily tap into this opportunity by optimizing their mobile coverage within their Microsoft Advertising campaigns.
- Positive Impact on Campaign Performance: Initial testing of this new experience has shown promising results, with advertisers experiencing increased mobile traffic year over year across the Microsoft network. On average, there has been a 15% increase in mobile impressions from Microsoft site and select traffic, all while maintaining or improving cost per acquisition (CPA).
- Microsoft’s partnership with Snapchat is set to redefine the advertising landscape, offering brands a unique opportunity to engage with a vast and active audience.
- The integration of sponsored links within Snapchat’s My AI chatbot ensures a seamless and relevant user experience.
- Advertisers can expect a strong ROI, with increased mobile traffic and impressions.
This collaboration between Microsoft and Snapchat is a testament to the potential of generative AI in advertising, and it will be exciting to see how it shapes the future of digital marketing.