The future of advertising isn’t a feed, it’s a chat – Gulf Business

Julie Caironi, head of marketing, MENA – Snap Inc/Image: Supplied The digital advertising industry has spent the last decade perfecting the feed. We made it infinite, optimised it, personalised it, layered it with targeting and measurement, and trained entire creative cultures around getting people to stop scrolling for just one second more. But people today are communicating differently than the formats we’ve built for them. They’re moving into more private, personal spaces, places where conversations happen, not broadcasts. Anyone working in marketing today can see the shift clearly, attention isn’t disappearing, it’s becoming more selective. Consumers want relevance, but they want it on their own terms. On Snapchat, we’ve seen this play out most strongly in chat. It’s where people make plans, share recommendations, send jokes, talk through decisions, and stay close to the people who matter. In Q1 alone, our community exchanged 880 billion chats, a volume that reflects something deeper than usage. It reflects behaviour. It’s a reminder that culture doesn’t form in the loudest places, but in the most personal ones. This is where the industry has a gap. For all the innovation in digital advertising, very little has been designed for the spaces where people actually
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