7 Things to Know About Snapchat’s New Advertising Opportunities
“From custom Geo Filters to Sponsored Lenses, these new ad units make it easier for users to overlook the fact that a brand is paying to be a part of their creative process and peer-to-peer relationships.”
Access exclusive SMW+ content by marketers whose careers you can emulate with a free 30-day trial!
Snapchat is ready to monetize its 150 million daily users by integrating more advertising capabilities into its platform. Advertisers can expect to see heightened visibility, buying flexibility, ROI opportunities and new forms of measurement (via TechCrunch).
Updates that marketers and creators should know about include:
1. Ads Between Stories
When auto-advancing from one Story to the next, advertisements will sometimes be inserted. However, they’ll never appear in the middle of a Story, and ads won’t appear every time you auto-advance.
2. Expandable “Snap Ads”
If you’re interested in a particular ad, you can simply swipe up to install a promoted app, see a long-form video, get directed to a mobile site, or view an article (similar to Instant Articles in Facebook) formatted specifically for Snapchat’s platform.
3. Ads API
With a new Application Programming Interface (API), advertisers have the opportunity to invest time and money in larger campaigns, rather than only having the option of completing manual purchases through Snapchat.
4. Ad Review
To ensure users are not inundated with ads detracting from their experience, Snapchat says it will review each ad submission for quality prior to running them, as well as managing ad load and preventing users from advertising bombardment.
5. Snapchat Partners for Ads and Creative
To help advertisers make high-quality, effective ads on the platform, Snapchat has an official list of ad-tech and creative partners responsible for building and designing custom ad-buying and management tools. These partners will help advertisers optimize for targeting by age, gender, location, device, operating system, carrier, and content affinity. You can view these partners here.
6. Snapchat Ad Measurement
Snapchat is introducing performance measurement of ads to help brands better understand which ones are most successful, and worth spending more money on. Advertisers will be able to utilize the new measurement partnerships which include Moat, Nielsen Mobile, Digital Ad Ratings, and Google DoubleClick.
According to Snapchat data, the engagement rate on its new suite is 5x higher than the average click-through rate when compared to other social platforms. MediaScience studies also revealed that ads on Snapchat receive twice as much visual attention than Facebook ads, 1.5 times as much as Instagram ads, and 1.3 times as much as YouTube ads.
Snapchat will aim to leverage its creative users by integrating advertisers into the content creation process, rather than what we’re typically use to seeing online with ads, many of which are forced upon us as an interruption (i.e. banner ads, pop-ups, and promoted stories).
From custom Geo Filters to Sponsored Lenses, these new ad unites make it easier for users to overlook the fact that a brand is paying to be a part of their creative process and peer-to-peer relationships.
For example, Taco Bell’s national ad campaign on Snapchat racked up 224 million views (you might have seen your friends turn their face into a giant taco), and Gatorade’s Snapchat Lens received 165 million views (via TechCrunch).
Sign up here for our weekly digest of top articles, industry news, and conference announcements
Learn more about the next edition of Social Media Week, and how you and your organization can join us for an incredible week!
Write for Us
Interested in sharing your ideas and insights with the world? Become a SMW News contributor and reach 300k readers each month.