Snapchat showcased its augmented reality (AR) and generative AI capabilities to ad buyers during its NewFronts presentation.

The platform unveiled AR extensions that let advertisers integrate AR Lenses into Snap’s ad products, including Snap Ads, Collection Ads, Spotlight Ads and Dynamic Product Ads. The platform, which touts 800 million monthly active users globally, also announced a new home for sports content ahead of this year’s Olympics.

With over 300 million people interacting with AR experiences on Snapchat daily, according to the company, the idea is to turn passive viewing into active engagement.

“In the U.S. and the U.K., AR generates six times more attention versus the social feed,” said Patrick Harris, Snap’s president of the Americas and partnerships.

At the event on Wednesday night in New York, Harris said that the company’s investment in machine learning lets brands convert 2D product catalog items, like shoes, into try-on experiences within 30 minutes, making AR technology highly accessible.

Brands can also now create custom AR ads using gen AI tech to produce realistic face effects and selfies, called ML Face Effects. The company told ADWEEK that this new capability lets brands query simple text or image prompts to a machine-learning model that adds extremely realistic face effects to a Lens. These Lenses can be used as AR ads on the platform.

Snap’s new ad formats come after the company’s higher-than-anticipated Q1 revenue of nearly $1.2 billion, a 21% year-over-year increase. Earlier this year, Snapchat pitched itself as an alternative to social media, emphasizing the initial purpose of social media to connect with family and friends. Building on that campaign message, Snap’s new offerings let brands tap into live music and sports events through AR ads.

Sports network for sponsorship and product integrations

The company also announced Snap Sports Network, an in-app sports channel giving brands opportunities for sponsorships and product integrations. Launch partners include e.l.f. and Taco Bell.

The company said its sports content reaches an average of nearly 180 million Snapchatters monthly.

Snap also renewed its partnerships with the NFL, NBA and WNBA, and inked a deal with longtime partner NBCUniversal for AR experiences at the Paris 2024 Olympic Games. Creators like Livvy Dunne and Harry Jowsey will be reporting live from the event.

The lenses for this event are expected to feature Team USA athletes, including the official uniforms and medal counts, the company said.

Snap’s announcement includes a team-up with Live Nation, giving people access to behind-the-scenes music experiences while letting U.S advertisers geofence branded content across Creator stories, ads in Snap Nation Stories, and AR Lenses using Live Nation IP.

Snap also announced a new partnership with Issa Rae and her branded entertainment studio, Ensemble, to help brands partner and produce content with the 523 creators in its accelerator program.

TikTok wants to lock in premium budgets and compete for TV dollars with new programming and measurement offerings.

The social giant, which is announcing the initiatives today at its NewFronts presentation in New York, is expanding its slate of programming within its TikTok Pulse product, which lets brands target the top 4% of trending videos and offers placements against videos from premium publishers.

TikTok also announced partnerships with iSpot.tv and Nielsen One Ads so that advertisers can compare the effectiveness of their TikTok buys with TV buys along the same currency.

“Recent research has proven that 58% of all TikTok campaign impressions reached a unique audience unexposed to the TV portion of the campaign,” said TikTok’s blog post detailing the NewFronts announcements. “Advertisers who added TikTok to TV campaigns reached an incremental 22% of their audience.”

Notably absent from the pre-presentation news was the recently passed legislation that could ban TikTok in the U.S. in 2025. We’ll be on-site at the event with any updates.

More granularity for buyers in TikTok Pulse

Brands will have more flexibility and control of their TikTok Pulse buy with a new product called Custom Lineups, where a brand can choose which kind of content it wants to appear against within Pulse’s inventory of top 4% videos.

For example, a brand opening a store in New York might use Custom Lineups to specifically run ads against popular New York-centric videos. Or a brand debuting a new yellow product might want to run ads around videos in this color palette, a TikTok spokesperson said.

The tool includes generative artificial intelligence that can help brands come up with more relevant suggestions for where TikTok should target. In the New York example, AI could help a brand with new categories such as “Times Square” or “bagel,” the spokesperson said. But this is still targeting within TikTok’s top 4% of videos.

TikTok is also expanding its partnerships with premium publishers. The platform is offering a tool called Tentpole Moments, which will let brands target ads against Vogue’s coverage of the Met Gala and NBCUniversal’s coverage of the Summer Olympic Games. More tentpole events will be announced later this year, the spokesperson said.

More premium publisher content

Paramount and the National Hockey League are joining TikTok Pulse Premiere, which lets brands target ads against videos from top publishers.

Moreover, brands can now specific intellectual property within publishers. For instance, Paramount is letting brands buy against videos from the likes of MTV, CBS Sports, The Daily Show and Entertainment Tonight. NBCU, which was already part of Pulse Premiere, is making TikToks available from Saturday Night Live, America’s Got Talent, Today, Bravo and others.

Additionally, BuzzFeed, Condé Nast, Dotdash Meredith, Hearst, Vox, the National Football League, Major League Baseball, Major League Soccer, World Wrestling Entertainment and Ultimate Fighting Championship are already part of Pulse Premiere.

More premium means higher CPMs

So far, not all brands are sold that Pulse is a necessary part of their TikTok buy. Pulse has the potential to drive brand awareness, and it can help companies maximize visibility, but its incremental benefit compared to the rest of TikTok is not clear, said Corinne Skala, director of paid social at Tinuiti.

“As Pulse aligns with premium content, we frequently encounter CPMs (cost per thousand impressions) that are two to three times higher than those of other upper-funnel campaigns,” Skala said. “Since its engagement metrics are comparable to those of less costly campaigns, solely evaluating it on these metrics might suggest that it is less effective or not worth the additional expense.”

Still, buyers are encouraged that TikTok continues to improve its appeal to marketers.

“It shows the platform’s continued investment in the North American market despite pending litigation and larger current events,” said Liam Johnson, group account director at performance agency Brainlabs.

When Google said this week it will delay the deprecation of third-party cookies in Chrome for the third time, it cited the need to give the U.K.-based Competition and Markets Authority sufficient time to review the cookie-replacement tools it’s developing.

These tools are called the Privacy Sandbox and the CMA, a regulatory body that must approve Google’s cookie deprecation plan before it can happen, wants to make sure that it doesn’t benefit Google at the expense of the rest of the ad industry.

The CMA’s quarterly report, published today, said that Google still needs to do more to prove the Privacy Sandbox isn’t anti-competitive, and it raises new concerns around consumer privacy, which it adopted from a preliminary assessment from another U.K. regulatory body, the Information Commissioners Office (ICO).

The combination of the longstanding concerns around anti-trust and new concerns around privacy in the latest CMA report doesn’t bode well for Google’s cookie deprecation plan.

“Google is further away than they were a quarter ago,” said Don Marti, vp of ecosystem innovation at publisher network Raptive.

Here are three of the biggest things Google must do before regulators will greenlight its cookie deprecation plan.

Google must prove that Privacy Sandbox is transparent with users that they are being tracked

The latest CMA report adopts some of the ICO’s consumer privacy concerns. The CMA wants Google to make the consent interface clearer for Topics API, and make sure partners using Protected Audiences API and Attribution API get user consent. All three APIs are part of Google’s Privacy Sandbox suite of cookie replacement solutions.

The report notes the ICO’s concern that the remarketing solution Protected Audience API will not incorporate many privacy-enhancing technologies until 2026, after the planned deprecation of third-party cookies.

“In the short term, the ICO has expressed concern that [Protected Audience] will not mitigate key privacy risks identified,” the report reads. “Longer term, we await sight of Google’s proposed governance process to determine if it provides sufficient assurance that planned controls will be delivered as currently outlined in the product roadmap.”

In a statement, Google said: “We welcome the dialogue with the ICO and are already working to address its feedback on how Chrome can best communicate to users about Privacy Sandbox. We also affirm the ICO’s expressed desire for sites and ad tech companies calling the Privacy Sandbox APIs to communicate clearly with their users and offer appropriate controls.”

The CMA wants Google to restrict the use of its first-party data, so it doesn’t grab all the ad spend

The CMA is keenly aware that the loss of third-party cookies in Chrome could cause more ad spend to flow to Google, and it wants Google to limit the use of its data to attract that spend.

“We are discussing with Google what further restrictions may be applied on Google’s use of first-party data to target and measure ads on Google’s owned and operated (O&O) inventory,” the report read. “We are conscious of the risk that ad spend could move away from open display and into O&O inventory (or ‘walled gardens’) – depending on the overall impact of the Privacy Sandbox changes.”

The CMA also doesn’t want Privacy Sandbox to force more of the industry into using Google’s ad tech. It is particularly concerning that one solution to Protected Audiences API preferences is Google’s ad server Google Ad Manager over other ad-tech tools.

“We have committed to design and implement the Privacy Sandbox proposals in a way that does not distort competition by self-preferencing our own business, and to take into account impact on competition in digital advertising and on publishers and advertisers, regardless of their size,” a Google spokesperson told Adweek, noting the company welcomes feedback.

The CMA also highlighted that Google’s attribution solution needs to be interoperable with other browsers, like Safari and Firefox.

The regulatory body is also looking into whether once cookies go away, Google will preference privacy sandbox over other replacement solutions.

Google must prove that Privacy Sandbox will continue to be fair over the long term

One of the CMA’s greatest concerns is how the Privacy Sandbox will police the industry and itself after implementation. A Google spokesperson told ADWEEK that the company agrees that a governance model is critical to the success of Privacy Sandbox.

For instance, the CMA wants to ensure that Google’s interest-based targeting solution Topics is fair to all publishers and is not biased toward Google. And it wants to ensure the attribution reporting API will always collect as little user data as possible.

“Google currently retains significant discretion over how Privacy Sandbox works,” the report says. “This creates a risk of self-preferencing.”

After President Joe Biden signed a bill that could ban TikTok in the U.S., its Chinese owner ByteDance is considering selling the popular platform.

But a TikTok suitor would need more than both regulatory approval and the stomach to operate a social media company. It would also need the technical chops to rebuild its powerful content recommendation algorithm, which ByteDance plans to strip from the platform when it sells it.

This would lower the value of its U.S. business from $100 billion to $40 billion, according to Wedbush analyst Dan Ives.

“The value of TikTok would dramatically change without the algorithms and makes the ultimate divestiture of TikTok a very complex endeavor with many potential financial bidders waiting anxiously for this process to kick off,” Ives told ADWEEK.

ADWEEK spoke with investors, bankers, analysts and consultants who identified potential companies to buy TikTok—and those who may choose to remain on the sidelines.

Antitrust scrutiny likely would keep Meta and Google on the sidelines, said Sanja Partalo, co-founder and general partner at S4S Ventures.

“They also have the most to gain if TikTok shut down in the U.S or is acquired by an entity that has little experience scaling a social media platform and fumbles the execution. Sitting on the sidelines may be the strategic choice.”  

Verizon and AT&T

The telcos Verizon and AT&T could be the frontrunners to buy TikTok, should ByteDance choose to sell its U.S operations, according to Andrew Buckman, vice president of marketing and investor relations at Azerion.

TikTok’s massive user base, particularly its 45% of Gen Z demographic, presents a compelling opportunity for these wireless giants, who typically grapple with reaching and engaging with this audience.

“This generation doesn’t watch cable TV, listen to radio, or read newspaper, and gets its information from TikTok,” said Buckman.

Acquiring TikTok would give these companies an advantage with access to massive user data and expanding its customer base, he said.

Still, TikTok without its algorithm is not an easy lift, and telcos might not have the expertise to rebuild it, Buckman said.

Microsoft

Microsoft nearly acquired TikTok in 2020, and it could re-enter the playing field, said Partalo.

Acquiring TikTok could provide Microsoft with a significant foothold in the social media space, complementing its existing portfolio of products and services and expanding its consumer-facing offerings, said Javier Rodriguez Horta, global marketing strategy practice lead at marketing consulting firm CvE.

“They have an advertising business, a gaming business, both having synergies with TikTok’s business model and user base,” Partalo added.

The tech giant is also riding the wave of a massive win, having successfully acquired Activision Blizzard last year, and Rodriguez Horta does not believe regulatory interference is a major threat to Microsoft right now.

“If [antitrust] was a real roadblock, Microsoft’s legal team would have not wasted time in 2020,” Rodriguez Horta said.

Others suggest that Microsoft’s focus on AI ventures, including its substantial investment of $13 billion in OpenAI, makes acquiring TikTok less of a priority.

“TikTok doesn’t play into its playbook,” said Marc Goldberg, CEO of the consulting firm Stages Collective.

Oracle

Oracle is a logical contender, because it is the primary cloud vendor for TikTok’s U.S. business.

In September 2020, Oracle and Walmart also secured tentative U.S. approval for a joint 20% acquisition of a new business named TikTok Global, the companies said in a joint statement. However, the Trump-sanctioned deal fell through after the change in presidential administration in early 2021.

“In our view, given past interest and strategically, [it] would make a logical fit,” said Ives.

Oracle co-founder Larry Ellison’s son David Ellison, who is reportedly among the contenders to acquire Paramount Global, might also make a play.

“If that falls through, he has the backing to buy TikTok,” said a banker who is leading a deal that involves TikTok, speaking on condition of anonymity.

Amazon

Amazon has the firepower to get the deal done, and it doesn’t own a social network of its own. This means it won’t trigger monopoly or antitrust issues, said Darren Lopes, co-founder of 10PM Curfew, social-first publisher that owns and operates more than 60 lifestyle channels.

An acquisition might also be advantageous to Amazon, as TikTok recently launched a competitive online marketplace Shop.

“Amazon already has the server infrastructure to support all the TikTok videos and incentive to stop their ecommerce growth and roll it up into their own initiatives,” said Lopes. “Moreover, TikTok has been a massive driver with their Amazon Finds videos, but now with TikTok Shop, it has driven away revenue and traffic from Amazon.”

Meanwhile, Amazon’s history of creating sophisticated recommendation algorithm that has fueled its revenue positions the company well to potentially rebuild TikTok’s algorithm. With its financial prowess—generating nearly $575 billion in revenue last year—Amazon has the capacity to execute such a venture, said Stages Collective’s Goldberg.

Private investors

Backed by private equity and consortiums, former Treasury secretary Steven Mnuchin is expected to “put together a group” that bids for TikTok, Mnuchin told CNBC in March.

Meanwhile, Anschutz Entertainment Group (AEG), led by Philip Anschutz of the Anschutz family and boasting a net worth of $15.3 billion, according to Forbes, also owns assets like Ticketmaster. According to the banker sources, AEG has the financial capability to pursue the acquisition of TikTok.

Still, the essence of TikTok lies in its core content recommendation algorithm and its uncanny ability to keep its users glued to their screens.

“Without that, any potential buyer is looking at [an] asset that has a massively scaled user base, and large and fast-growing share of advertising spend today. But tomorrow, may not have either,” said Partalo.

Despite the threat posed to Google’s search dominance by new generative AI competitors, revenue from the channel soared in the first quarter of 2024. Google brought in more than $46 billion in search revenue, a 14% year-over-year increase and the most the company’s search revenue has grown in two years.

Google once again branded itself as an AI-first company, with AI developments complementing, and not undermining, its ad offerings.

“We have a clear path to AI monetization that includes ads and cloud as well as subscriptions,” CEO Sundar Pichai said on the April 25 earnings call, with chief business officer Philipp Schindler saying the company has been experimenting with new ad formats within Google’s search generative experience with search and shopping.

“I’m comfortable we’ll be able to manage the monetization transition,” Pichai added.

YouTube revenue also grew more this quarter than it has in any previous quarter over the past two years, ballooning 21% compared to the first quarter of 2023.

Google expects Shorts to play a growing role in YouTube’s revenue. In response to a question about why Shorts don’t monetize at the rate of other YouTube videos, Schindler said he had no doubt it would match in the future.

A continued weak spot is Google’s network revenue, which includes ad-tech platforms. Revenue decline 1% year-over-year, marking the seventh straight quarter of decline.

This is the line of business most likely to be affected by cookie deprecation, which Google delayed for the third time earlier this week.

AI continues to drive Meta’s year-long recovery. Revenue from its Advantage+ Shopping Campaigns (ACS) more than doubled since last year, Meta CEO Mark Zuckerberg said during the Q1 2024 earnings call.

Meta, the parent company of Instagram and Facebook, reported a 27% increase in revenue, reaching $36.5 billion compared to $28.6 billion in 2023. Advertising contributed 97% of that revenue, or $35.6 billion, and the average price of ads rose 6%.

“For all the recent scrutiny of its effectiveness, Meta’s ad business is humming,” said EMARKETER senior analyst Max Willens. “With inventory levels and average price per ad rising, Meta is back to delivering enviable margins even as it continues to invest in opportunities that may be years away from contributing to profits. It must continue that upward momentum in the face of rising costs.”

Meta’s emphasis on integrating AI into its products has yielded strong financial results for the second consecutive quarter. Last week, the company unveiled its assistant Meta AI powered by Llama 3, with plans to introduce the chatbot in multiple languages and countries over the coming months, per the company.

“It’s been a good year,” said Zuckerberg referring to the company’s AI efforts, including Meta AI seeing “healthy growth across our apps.”

Driven by substantial investments in AI infrastructure, including data centers and chip design, Meta said that its projected capital expenditure for 2024 is expected to range between $35 billion to $40 billion. This marks an increase from the earlier forecast of $30 billion to $37 billion.

People using Meta’s apps is up 7% year-over-year, reaching 3.24 billion users on average for March in its ‘family of apps’ such as Facebook, Instagram, WhatsApp and Messenger.

But it wasn’t all good news. The tech giant expects a lower revenue for the second quarter, ranging from $36.5 billion to $39 billion, dipping below analyst expectations of $38.3 billion per FactSet survey.

Meta Platforms saw advertising revenue grow to $35.6 billion during the first quarter of 2024. That’s up 27% compared to the same three-month period last year.

Following chief executive Mark Zuckerberg’s cost-cutting “year of efficiency,” which involved mass layoffs, the parent company of Facebook, Instagram and WhatsApp now has 69,329 employees, down 10% compared with the same period in 2023, but up from the previous quarter.

Forget ChatGPT. The search engines of 2024 that don’t use generative AI have become a puzzle for marketers to figure out. Ads are harder to control and more expensive, said Sweetgreen’s director of media and growth Jeff Lin at the Possible Miami advertising conference in Florida.

“Make sure that you’re establishing the right success metrics, and understand whether partners will drive the business objectives,” Lin said. He also urged the audience to not trust the measurement numbers provided by the platforms, which can’t always be trusted to report their own performance accurately.

Automation at the expense of transparency

A key change underlying growing unease within search marketing is Google’s Performance Max, Google’s 3-year-old tool that uses AI to place ads across search, video and display environments. Buyers dislike its lack of transparency, and have accused it of placing ads in environments that they would not have chosen.

Sweetgreen has had to experiment to make Performance Max work for local campaigns, according to Lin, and the lack of transparency has made it difficult for the restaurant chain to justify spending there.

“I’ve been pushing my Google reps,” Lin said. “You want me to spend more money, give me more reporting.”

Despite the lack of transparency, however, Google’s tools still deliver results.

“Do you care whether it’s display or video, or did you just care about getting the conversions and the revenue?” he said.

Increased competition

In addition to handling the changes that come with automation, search marketers also have to deal with higher ad costs. During the panel, the ad network AdMedia shared statistics that cost per click on major search engines is up 20% to 70% for non-branded activity and conquest. Non-branded activity is when brands buy search terms that aren’t its own name, while conquest happens when brands bid on competitors’ search terms.

“It puts a lot of pressure on agencies, as well as brand marketers search teams,” said Jeff Alderman, senior vice president of sales and marketing at AdMedia.

U.S. ad spend on search is expected to rise 9.5% this year, making up nearly 30% of total media spend, according to Insider Intelligence data cited at the presentation.

Moreover, more than 20 years of search ads and search engine optimization tricks has Google crowded with ads, creating a chaotic advertising experience. It is a popular Google search hack to append “Reddit” to a query to cut through this noise.

“Search experiences and sponsored ads—it’s very convoluted,” Alderman said. “If you do a search on simplified keywords like ‘shoes,’ you’ll notice it’s not really clear what’s sponsored and what’s not. It’s not clear either what’s a product ad.”

After debuting on the stock market with a pop in March, Reddit chief marketing and consumer experience officer Roxy Young joined ADWEEK’s Social Media Week event in New York this week to bust some myths for advertisers still leery about appearing on the community-driven platform.

Young outlined the platform’s performance prowess and how the community appreciates conversations from brands.

“Our role is to help you connect with our communities,” said Young, adding that there are over 100,000 communities on Reddit. Here are the takeaways.

People love brands if they show up in the right way

People interacting in Reddit’s communities don’t hate ads, stressed Young: They want brands to show up in the right way.

In the cast iron cookware community—where some 5,000 people discuss products, care and seasoning their items—people wanted to hear more from Lodge Cast Iron, which has had an active Reddit account since 2014. That spurred the brand to participate more in the conversation, responding to comments and answering questions about its product line.

Some marketers could be wary of advertising to Reddit users given headlines about the revolt after unpopular API (application-programming interface) changes last summer.

Lodge is especially cognizant about treading carefully in this community, said Young, knowing that it’s a space for the community rather than a place to hawk its wares.

“You don’t walk into a dinner party and start talking about yourself,” Young said. “It’s about reading the room, reading the community and recognizing where your perspective as a expert adds value.”

Contextual is back

With the impending death of the third-party cookie in Chrome and marketers increasingly looking for alternatives to excessive audience targeting, contextual, one of the earliest forms of internet targeting, is becoming more relevant. Spending on Reddit is “built-in protection” thanks to its reliance on contextual targeting, said Young.

Reddit has 44 interest groups, which are further broken down into more granular categories. Marketers can identify their targeting criteria, and their ad will be shown to people engaged in those communities and in conversations associated with those categories, built from its first-party targeting platform.

“I’m a woman in my 40s,” said Young. “You probably wouldn’t assume that I’m really into sports, or into machine learning, and I’m looking for an electric vehicle, but you can tell that on Reddit.”

Brand building also drives sales

The company said 70 million people come to Reddit every day to discuss topics. Two people ask for recommendations in their communities every second, taking action based on those recommendations. Reddit is building ways for marketers to tap into that.

Some marketers have been more hesitant to direct big budgets to Reddit, with other platforms like Instagram touting their performance-driving features more clearly.

Most ad units online are one-way broadcasts. Reddit’s newly released Free Form ad unit lets brands share a long-form story—including images, videos and text—to open up the conversation. To make it easier for marketers to understand how their brand or category is being discussed on Reddit, the platform launched a suite of social listening tools, Reddit Pro, in March. Skincare brand Kate Somerville has used Reddit Pro to drive sales, Young said.

To highlight its investment in safety, auto brand Volvo used ads on Reddit to ask people to share when a safety feature saved their life, spurring thousands of people to share their experiences.

A financial services brand asked users to share what they are doing today to better their tomorrow, leading to people sharing spreadsheets, their financial planning tools and thoughts on investment allocations. And Philadelphia started a conversation about recipes with novel ways of using cream cheese.

Reddit’s sales teams are vertically focused and share brand concepts, along with internal creative team KarmaLab, to ensure that brands aren’t trying to share the same message.

This way, brands are “more likely to create a promoter of the brand that will spread this message organically through word of mouth, creating deeper enthusiasts for their brand that will share the message,” said Young. “That’s the holy grail for marketers.”

Dating app Hinge has found plenty of creative ways to kill off its furry mascot in its “Designed to Be Deleted” campaign, which positions the brand as a way to find real love instead of temporary connections.

The fifth iteration of the platform uses real dating success stories to show its mascot, Hingie, being rewarded for its sacrifice in the afterlife.

Created by agency Wieden+Kennedy Portland, the film kicks off with a real couple’s moment of happiness, sending Hingie flying into the afterlife to be judged by a heavenly character called The Oracle.

Played by actor and comedian Patti Harrison, The Oracle welcomes more recently deceased app icons and reads about their deeds in a storybook. The illustrations are also based on real stories of blossoming love, including a couple bonding over a mutual interest of bowling and two medical students deciding to delete the app after sharing nachos.

The Oracle quickly becomes overwhelmed by the parade of Hingies that were maimed in ways representing the dates they facilitated: impaled by frisbee, stuffed into a pizza box or melted on a beach chair. The blend of dark humor and absurdity is designed to appeal to the app’s Gen Z and millennial audience.

“Imagining the post-deletion existence of Hingies unlocked a really exciting creative territory for us,” Wieden+Kennedy Portland art director Maggie Paris and copywriter Ellen Miller Schneider told ADWEEK. “With incredible collaborators along for the ride, the afterlife became a delightful reality: Our director, Bine Bach, brought an incredibly detailed vision, adding tons of elevated humor to the world, and Patti’s performance implanted permanent smiles on our faces that have yet to fade.”

“Designed to Be Deleted” launched in 2019 as a way to establish Hinge as the more serious option in the cluttered dating app landscape. Since then, Hinge and competitors such as Tinder have ramped up efforts to reach generations fatigued by app-based dating.

Hinge’s new campaign will run on YouTube and across social media channels in the U.S., Canada, the U.K. and Australia starting April 9. It will also hit streaming platforms throughout the month, running through early summer.