Snapchat Expands Advertising Options with Two New Placements
Snapchat is testing two new advertising placements: Sponsored Snaps, featuring full-screen videos for user engagement, and Promoted Places, highlighting local businesses on the Snap Map. These innovations aim to enhance brand visibility and user experience while expanding Snapchat's ad ecosystem.
Snapchat is set to enhance its advertising offerings with the introduction of two new placement options: Sponsored Snaps and Promoted Places. This announcement was made on October 8, 2024, as part of a broader strategy to help brands increase their visibility on one of the most popular social media platforms.
Overview of the New Ad Placements
Although these new ad placements are still in the testing phase and not yet available to the general public, Snapchat has revealed details about their launch partners and the nature of these advertisements. The initiative aims to allow brands to engage with users in innovative ways while expanding their reach on the platform.
Sponsored Snaps: Engaging Full-Screen Experiences
The Sponsored Snaps placement is being tested in collaboration with Disney. This feature displays a full-screen vertical video to Snapchat users, providing a visually immersive advertising experience. Users have two options to engage with these ads:
- Direct Messaging: Users can send a direct message to the advertiser by replying to the Sponsored Snap.
- Call-to-Action Links: Users can click on a designated link that the advertiser has chosen, leading them to further content or a landing page.
Notably, Sponsored Snaps will not be delivered via push notifications, making them appear distinct from regular Snaps in a user’s inbox. If users do not open the Sponsored Snaps within a certain timeframe, these ads will automatically disappear, ensuring a clutter-free experience.
Promoted Places: Discovering Local Businesses
In addition to Sponsored Snaps, Snapchat is testing Promoted Places with partners like McDonald's and Taco Bell. This ad placement appears on the Snap Map, a feature designed to help users discover new locations and experiences. Promoted Places will highlight sponsored locations within the Snap Map, guiding users to businesses they may wish to visit.
Early testing results have been promising, with Snap reporting an average visitation lift of 17.6% for users who see these "Top Picks." There are also plans to explore loyalty initiatives that could be integrated into the Snap Map in future phases.
Looking Ahead: Evolving the Ad Experience
Snap has not disclosed the duration of these testing phases or when these ad placements might become available to a wider array of advertisers. Feedback from the Snapchat community and partnering brands will be essential in refining the Sponsored Snaps and Promoted Places features.
Future developments may include integrating customer relationship management (CRM) systems and AI chatbot support, which would streamline communication between brands and Snapchat users. As the platform evolves, these enhancements could transform how businesses interact with their audience, paving the way for more personalized advertising experiences.
By continuing to innovate its advertising ecosystem, Snapchat aims to remain competitive in the social media landscape and offer brands effective tools for reaching their target audiences.
