Snapchat has been steadily building out its ad products to attract advertisers, adding support for branded content and third-party traffic measurement to its platform in recent weeks. Today, the popular messaging app started testing shoppable ads, with Target and Lancôme being the first two brands to test this new ad format with placements in Cosmopolitan’s Discover channel. Users are instructed to swipe up on those ads, which then pull up the mobile sites of these two brands where users can shop for the featured products without leaving the Snapchat app.
What Brands Need To Do
Over the past few months, Snapchat has been experimenting with a variety of ads that ask consumers to swipe up for more content. In February, mobile game Cookie Jam became the first advertiser to run app-install ads on Snapchat. As consumer attention, especially that of the younger generations, increasingly shifts from traditional media to mobile apps, it is imperative that brands follow suit and reallocate their ad budgets. As Snapchat continues to diversify its ad products and make its platform more brand-friendly, we expect more brand advertisers aiming to reach the coveted young Millennials to give it a shot.