More Snapchat ads are coming. In a bid to increase revenues, the 4-year-old social network, now with more than 150 million daily active users, has revealed new details about how brands can advertise on the platform heading forward.
Here are seven massive changes coming to Snapchat ads.
1. Snap Ads Between Stories
Snapchat users watch a ton of videos – 8 billion per day.
Now Snapchat users will occasionally see more of them – in the form of a 10-second vertical video ad that appears between stories. Audio will be on by default.
Snapchat said they will be conservative early on, as they don’t want to ruin the user experience with too many ads.
“Something that I think often gets lost is that ad effectiveness can be inversely correlated with the number of ads that the viewer sees,” Peter Sellis, the company’s head of monetization product, told AdWeek. “If you see 50 ads in a day, the probability of you remembering them is low.”
Snapchat also promises humans will be reviewing every ad for quality.
2. Expandable Snap Ads
When a user sees Expandable Snap Ads ads, they will be able to swipe up to:
- Install a promoted app.
- Watch a long-form video.
- View an article.
- Visit a mobile website.
3. Ads API
Snapchat has opened its API to make it easier for brands to buy and manage ads programmatically.
Brands can work with recommended agencies on ad creatives or ads partners using their tools.
4. Creative Partners
If you have no clue how to design a Snap Ad, Snapchat provides a list of agencies you can pay for the privilege.
Listed creative partners are: Allday Everyday, Big Spaceship, Contented, Matte-Finish, Media Monks, Moment Studio, R29 Brand Lab, Studio Number One, Stun Creative, The 88, The Mill, and Truffle Pig, Unit 9, VaynerMedia, and Vice Media’s Virtue.
5. Ad Partners
If you want to advertise on Snapchat, you can do so by working with one of Snapchat’s ad partners. These partners will have the software brands will need to buy, optimize, and analyze campaigns
Listed partners are: 4C, Adaptly, Amobee, Brand Networks, SocialCode, TubeMogul, Unified, and VaynerMedia.
6. Ad Pricing
Snapchat ads have been sold on an auction-based CPM bases in the $40 to $60 range, according to AdWeek. With the exception of major competitive holidays or events (e.g., Black Friday), the new ads are expected to be “less expensive”.
Ad targeting is super basic, with no signs of more advanced targeting in the works. Advertisers can target ads based on:
- Content affinity
7. Ad Quality Score
To help advertisers understand which ads are performing best, Snapchat has been working with Moat, Nielsen, and Google’s DoubleClick.
According to AdWeek:
The new Snapchat-Moat metric comes from a different set of criteria, generating a quality score from 0 to 100, by calculating screen real estate … and time exposed to video and audio. For now, the score is meant to guide advertisers as they weigh a campaign’s effectiveness.
Snapchat is claiming that its ads click-through rate is 5x higher than mobile ads on other social platforms.
Snapchat also cited a MediaScience survey that showed that its ads garnered 2x more attention than Facebook, 1.5x more than Instagram, and 1.3x more than YouTube.
Need to get up to speed on Snapchat? Check out The Complete Guide to Snapchat.
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