- Snapchat announced two new promoting solutions that make the most of among the social media platform’s most generally used spaces, in response to a press release. The announcement was timed to Advertising Week New York.
- The platform has begun testing Sponsored Snaps, which enables advertisers to send full-screen vertical videos on to Snapchat users, along with Promoted Places, which allows advertisers to spotlight locations on the platform’s Snap Map.
- Launch partners for the new products include Disney, McDonald’s and Taco Bell. The latest unveiling from Snap follows other recent moves meant to court advertisers as the corporate continues to see growth.
Snap is again making the case to advertisers that its platform offers a direct connection to consumers and tangible results across the acquisition funnel with the reveal of two new ad solutions. Snap saw the variety of total energetic advertisers on its platform greater than double year-over-year within the second quarter, while its revenue increased 16% to $1.24 billion.
To launch its Sponsored Snaps solution, Snap teamed with Disney, a move that would help it construct initial attraction. Promoted Places launched with McDonald’s and Taco Bell.
With Sponsored Snaps, advertisers can directly message consumers with the complete video content Snapchatters are familiar with directly of their inboxes. Users who opt to open the message may decide to message the advertiser directly or open a link. Sponsored Snaps messages might be visually distinct from typical friend messages and might be mechanically deleted if they continue to be unviewed, per press details.
Over time, Sponsored Snaps could also change into a way for two-way interactions, including conversations between brands and Snapchat users powered by artificial intelligence (AI), Snap detailed in its release. Such conversations could help with customer support, recommendations and faster transactions.
Meanwhile, Promoted Places on Snap Map offers a possibility to talk to users where they’re while they’re using the app. Snap Map allows consumers to see what is going on nearby and which places are “Top Picks” based on the Snapchat community’s visitation trends. More than 350 million users access the Snap Map every month, and places which are marked as “Top Picks” on Snap Map drive a typical visitation lift of 17.6% for frequent users relative to those that are shown a spot without an annotation, per release details.
Snapchat has been upping its game in recent months to showcase its advertiser-friendly programs. The platform recently brought back its Halloween-themed content series “Phantom House” with sponsors including Maybelline, State Farm and Hulu. In April, Snap introduced an Advanced Partner Program to offer certain agencies personalized training sessions, dedicated support and other perks.
At a time when social media has come under fire for spreading misinformation and general toxicity, Snapchat has also been positioning itself as a more positive online platform in hopes of appealing to each advertisers and consumers.
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