Snapchat has started the year with a very clear purpose: to achieve a better performance of the advertising campaigns on the platform. buy youtube views To achieve this, he has used an intelligence mechanismartificial (AI) based on machine learning .
Machine learning is a system that allows machines to “learn” based on analyzing the data that is collected over time, to make future decisions based on this data.
This applied to advertising we have seen in other platforms such as Facebook, or Google AdWords among others. The algorithm collects information from users continuously to be able to segment advertising and make it the most relevant for each user.
The performance of a campaign can differ from one company to another. For one the objective may be a high number of impressions, for another the interactions with the advertisement will be. Snapchat campaigns are based on objectives, which allows us to better refine the efficiency of each campaign according to the objectives of each company.
When choosing the objectives of the campaign, we can also establish the values that we consider optimal for each objective. This will allow the algorithm to learn after each impression and user interaction, in order to improve the performance of the campaigns.
Being an artificial intelligence system based on machine learning, the efficiency of the campaigns will improve over time and progressively and constantly.
This will benefit both parties. Users will receive advertisements for products that really interest them at almost the precise moment, while brands will be reaching exactly their target audience, making sure that most of the impressions are made to potential customers instead of people who are not even they will stop to see the content of the announcement.
Snapchat’s Spectacles, the great novelty
Snapchat has distributed throughout the US a series of dispensing machines for their ‘indiscreet’ glasses called Spectacles . Do not you know them?
It is a ‘toy’ that costs $ 130 and can only be obtained in one of the striking vending machines that are distributed throughout the United States. These glasses have a camera with a capacity of recording videos with a duration of 10 seconds, with a round video format and a non-negligible opening of 115º.
The Spectacles have Bluetooth, the system through which they send the video to the smartphone.
Spectacles will try to survive the challenge faced by all camera glasses projects. Google Glass did not overcome it due to confidentiality problems (data protection), its cost and the fragility of its technology. Evan Spiegel (CEO of Snap Inc.) considers them a ‘toy’ that will allow us to relive experiences in the first person as if we were in the same place where we recorded them.
Without a doubt it is a toy and maybe we do not see it distributed in the old continent. Only time will tell us if they succeed or not.
What do you think of the Spectacles? Have you noticed improvement in your Snapchat campaigns?