This news may be much to the chagrin of Snapchat purists, Snapchat has pretty much been Ads’s free over the years, the dominantly video sharing app has seen a meteoric rise to prominence amng millenials. Most millenials favour the app because of the level interaction and creativity it brings, also the caveat of having videos deleted after a period of time is another thrilling part of the application. Well, Snapchat as pf npw is trying to incorporate ad’s into thier feed in a various creative ways.
According to the official statement these announcements turn Snapchat from a thriving social network experimenting with monetization into an advertising powerhouse. Going forward we will be seeing Snap Ads Between Stories – There will now be ads occasionally inserted when you auto-advance at the end of one person’s Stories to the next person’s, but they won’t interrupt the narrative of any one user’s Story and won’t be shown every tine you auto-advance.
These Ads can be Expandable – Users can now swipe up on Snapchat’s ads to install a promoted app, watch a long-form video, visit a mobile website or view an Instant Article-style article formatted specifically for Snapchat.
To ensure the new Ads system does not disrupt the interactiveness of Snapchat, the company has instituted some features and steps before an Ad can be published and integrated in the Snapchat feed.
Ads API – Advertisers can now use programmatic interfaces to efficiently buy huge campaigns instead of having the manually strike deals with Snapchat.
■ All Ads Reviewed – Despite the influx of new ways and formats to buy, Snapchat plans to protect its user experience by reviewing all ads for quality before they run and managing ad load so as not to overwhelm users with too much marketing.
■ Snapchat Partners For Ads – Snapchat will connect advertisers with a directory of ad tech developers building custom ad buying and management tools to help businesses spend more effectively using Snapchat’s few targeting options: age, gender, location, device/OS, carrier, and content affinity. Ad tech partners include 4C, Adaptly, Amobee, Brand Networks, SocialCode, TubeMogul, Unified, and VaynerMedia.
■ Snapchat Partners For Creative – Advertisers who don’t know how to build great custom Snapchat ads will be pointed to a directory of vetted creative agencies they can pay to help them produce eye-catching Snap ads. Creative Partners include Allay Everyday, Big Spaceship, Contented, Matte-Finish, Media Monks, Moment Studio, R29 Brand Lab, Studio Number One, Stun Creative, The 88, The Mill, Snapchat’s own creative agency Truffle Pig.
■ Snapchat Ad Measurement – Snapchat has slowly built a set of measurement partnerships into a robust offering, including Moat, Nielsen mobile Digital Ad Ratings and Google DoubleClick that will assist advertisers with figuring out which ads are working and worth spending more on.
■ Stats – Snapchat says the engagement rate on its new suite is 5x higher than the average click-through rate on other social platforms. This metric builds on its recent MediaScience studies on visual attention showing Snap ads get 2x as much as Facebook ads, 1.5x as Instagram ads and 1.3x as YouTube ads, as well as cause 2x more lift to purchase intent than these competitors.
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