There’s a lot to unpack, this is from my perspective doing work in advertising innovations for these customers on social media.
Snap’s biggest problem is it’s a crummy place to work with too many… let’s say personalities that are not commensurate to what they deliver. Same could be said of Amazon, though they have a far higher revenue ad product than Snap ever had, so shows how much those two are related.
To this specific quote: Generative AI meaning image generators are anticipated to replace creative agencies for display ads.
They are not good ads right now. Mondelez and Unilever who are trying this for example have not found a big breakthrough. Part of this is that neither of the two latent diffusion models create sufficiently creative creatives. You need programmers with art backgrounds to master these and the brands have neither of these. They’re super rare generally, you cannot just pull them out of the professional recruiting pool, and they most definitely do not want to work for brands or Snap.
However the appeal is in the race to the bottom costs. Hard to compete with “free.”
These AR experiences still require opinionated creative development which Snap, its agencies and the brands lack. So that’s really what ARES in particular failed.
The product people want is “Ads people like.” That’s expensive to make, which is the opposite of the incentives for creative production in the ecosystem.
That said I have found success creating and supporting interactive, instant streaming games as branded destinations for Meta and TikTok. Try the one I made for Hyundai: https://appmana.com/watch/virtualtestdrive - tap drive and see for yourself. This isn’t meant to be self promotion so much to prove that I dogfood my opinions into a proven, factual reality. You can see more at AppMana.com for huge brands like Nike, VISA, etc.
The AR experiences people make are too “2D” IMO; also they are not that fun. They might hit 15s of engagement on average, and most of that is spent loading, so it’s kind of a fake number compared to that virtual test drive which has instant loading and average engagement measure in minutes at million-visitor scales. Video ads have a median zero watch time and mean of 2.1s so there’s lot of opportunities for “marginally” better. Ultimately it comes down to costs.
Comments
There’s a lot to unpack, this is from my perspective doing work in advertising innovations for these customers on social media.
Snap’s biggest problem is it’s a crummy place to work with too many… let’s say personalities that are not commensurate to what they deliver. Same could be said of Amazon, though they have a far higher revenue ad product than Snap ever had, so shows how much those two are related.
To this specific quote: Generative AI meaning image generators are anticipated to replace creative agencies for display ads.
They are not good ads right now. Mondelez and Unilever who are trying this for example have not found a big breakthrough. Part of this is that neither of the two latent diffusion models create sufficiently creative creatives. You need programmers with art backgrounds to master these and the brands have neither of these. They’re super rare generally, you cannot just pull them out of the professional recruiting pool, and they most definitely do not want to work for brands or Snap.
However the appeal is in the race to the bottom costs. Hard to compete with “free.”
These AR experiences still require opinionated creative development which Snap, its agencies and the brands lack. So that’s really what ARES in particular failed.
The product people want is “Ads people like.” That’s expensive to make, which is the opposite of the incentives for creative production in the ecosystem.
That said I have found success creating and supporting interactive, instant streaming games as branded destinations for Meta and TikTok. Try the one I made for Hyundai: https://appmana.com/watch/virtualtestdrive - tap drive and see for yourself. This isn’t meant to be self promotion so much to prove that I dogfood my opinions into a proven, factual reality. You can see more at AppMana.com for huge brands like Nike, VISA, etc.
The AR experiences people make are too “2D” IMO; also they are not that fun. They might hit 15s of engagement on average, and most of that is spent loading, so it’s kind of a fake number compared to that virtual test drive which has instant loading and average engagement measure in minutes at million-visitor scales. Video ads have a median zero watch time and mean of 2.1s so there’s lot of opportunities for “marginally” better. Ultimately it comes down to costs.