October 2023
*The following is a summary of an article originally published by Digiday on October 4th, 2023.
SEATTLE, WA- Snapchat is pivoting its AR strategy, emphasizing the transformation of augmented reality into a potent advertising avenue. It's a dynamic move that centers AR as a key in-platform tool for marketers to explore and leverage in their campaigns.
In a recent article, New Engen’s Adam Telian and Kevin Goodwin shared their perspectives on Snapchat's AR journey.
“AR doesn’t make sense for every campaign,” said Adam Telian, VP of performance marketing at New Engen. “It’s either got to bring an entertainment value or the usage that makes sense to get more out of consumers exploring [a brand’s] product.”
“Kevin Goodwin, VP of performance marketing at New Engen, said he has some clients pushing Snapchat to a $1.50 new customer ROAS because they are comfortable with those economics for their business. Other clients are well above the $3 ROAS the one-pager stated because their margins are lower and they are more focused on immediate profitability.”
Read the full article on Digiday.
About Digiday
Digiday is a media company and community for digital media, marketing, and advertising professionals. We cover the industry with expertise, depth, and tone you won't find anywhere else. The Digiday team strives to produce the highest quality publications, conferences, and resources for our industry. Digiday is a Digiday Media brand.
About New Engen
New Engen is a performance marketing agency empowering marketing program transformation across the funnel to help brands unlock profitable growth and maximize ROI. Born digital, measurement-led, content-powered, and performance-driven, we deliver agile, customer-focused marketing strategies and lean into new tactics and innovations to stay ahead of the ever-evolving digital ecosystem.