Snap Embeds AI Across Ad Platform

Core Insights - The company positions artificial intelligence (AI) as a central lever for enhancing advertiser performance and driving profitable growth during the fourth-quarter earnings call [1][3] - AI is being integrated end-to-end across the advertising platform, focusing on creative development, campaign delivery, and optimization to improve direct-response outcomes and return on ad spend [2][4] Advertising Performance - In Q4, targeted improvements in dynamic product ads led to a 55% reduction in cost per action for seven zero conversions and a 45% reduction for one zero conversion, with dynamic product ad revenue growing 19% year over year [5] - Sponsored Snaps showed a 7% increase in click-through rates and a 17% increase in click-through purchases from Q3 to Q4, highlighting their effectiveness in engaging users [6] Case Studies and Success Metrics - Advertiser case studies demonstrated significant lower-funnel performance, with Kon-Tiki achieving a 283% increase in return on ad spend and a 72% reduction in cost per purchase through Sponsored Snaps [7] - The Saudi QSR brand Kudu combined AR lenses with Sponsored Snaps, resulting in 40% more app installs at a 76% lower cost per install and 38 times more purchases at an 84% lower cost [7] App Advertising and SMB Growth - The app advertising business accelerated in Q4, with revenue from in-app optimizations growing 89% year over year, attributed to advancements in foundational app models and immersive formats [8] - Small and medium-sized businesses contributed significantly to advertiser growth, with total active advertisers increasing by 28% year over year in Q4 [9] Financial Performance - Revenue grew 10% year over year in Q4, with advertising revenue reaching $1.48 billion, up 5% year over year, supported by strength in the SMB segment and improved performance across newer ad formats [10] - Gross margin reached 59% in Q4, reflecting a shift toward higher-margin revenue streams [11] User Engagement and Future Plans - More than 200 million Snapchatters engaged with games monthly in Q4, a 90% year-over-year increase, driven by new game formats [12] - The company plans to launch augmented reality hardware publicly in 2026, indicating a long-term growth strategy beyond smartphones [12]