Although much discussion at Cannes has been centred on AI, the focus for Snap has been on AR (augmented reality). The image-sharing company has seen AR drive both shareable experiences for its users, and performance for its advertisers, enabling them to easily create 3D formats for use in shopping campaigns.
According to Ronan Harris, President EMEA at Snap, shoppable formats drive six times higher engagement than video formats, allowing them to reach younger consumers as well as over-25s.
In this interview, filmed at the VideoWeek Villa in Cannes, Harris explains Snap’s pivot from a social media firm into a visual communications business.
