Snap pursues SMBs with its latest AI-powered tool
It took a while but Snap is finally jumping on the AI-powered ad bandwagon — following in the footsteps of Google, Facebook and the rest, which have been launching such tools since 2021.
The move is all about strengthening its appeal to the smaller advertisers it has spent years pursuing. As Snap’s CEO Evan Spiegel highlighted on the platform’s latest earnings call (Feb. 4), small to medium-sized businesses (SMBs) were the “largest contributor to ad revenue growth in 2024,” having been a big focus area for the team over the past 12 months. He stated that the company had achieved $1.56 billion during the fourth quarter of 2024, and a total of $5.36 billion for the full year, though he didn’t share specific breakdowns on how much of those numbers were thanks to their SMB advertisers.
Still, speaking to analysts, Snap CFO Derek Andersen said the team has a “pretty robust roadmap and enhancements on the way for SMB clients” this year, while teasing that during this first quarter of 2025, they’ll be testing one key product: a new smart budget optimization feature.
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Source:: Digiday
