What Data-Informed Creative Means for Snap Ads

Great creative is the No. 1 driver of all campaign success, but how do brand marketers know if their Snap Ads are effective? Evaluating the campaign’s visual data is a good place to start.

Key visuals like frequency of scene changes, call-to-action word choice, and other creative elements can influence overall ad performance. Snap Ads with people, for example, saw a 45% lift in video view rate (VVR), while those with a close up of a person yielded a 120% lift in VVR, according to a VidMob and Snap report that analyzed 11,000 retail brand ads.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring VidMob's founder and CEO, Alex Collmer, and Snap’s Tom Bates, creative strategy leader for retail, ecommerce and apps. They shared insights from the Intelligent Creative playbook used by the world’s leading digital marketers to develop impactful Snap Ads.

Watch this webinar and learn:

How to integrate data from key visuals into the creative process

What kind of first-party data to use to make “measurably better” ads

Creative tips and best practices for retail and ecommerce brands using Snap Ads


Alex Collmer Alex Collmer is founder and CEO at VidMob. Since founding the company in 2015, Alex has raised nearly $100 million and counts many of the world’s leading brands and agencies as clients. Alex has sat on the boards of several technology and media companies, and speaks at universities and conferences on entrepreneurship and media.
Tom Bates Tom Bates is creative strategy leader for retail, ecommerce and apps at Snap, Inc. Tom was Snap’s first creative strategist that focused on performance marketing and has since grown to lead some of Snap’s highest-performing creative strategy teams. Tom is a huge believer in the power of technology in transforming consumer experiences and loves being close to the action at Snap, where innovation like AR shopping is helping define the future of retail.


Marissa Coslov is vice president of business development at eMarketer. She is an experienced sales and account executive, with a proven track record of selling on an enterprise level while educating and building value among the world’s largest and most recognizable brands, agencies and ad-tech companies.

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