What Happened
Snapchat is opening up its Snap Ads that appear in between user-generated Stories to more brands. To ensure a good user experience, Snapchat is reportedly capping this ad unit to three views per day for each user, regardless of how many snaps they actually consume. Snapchat introduced this video ad product in June with the launch of its ad-tech program Snap Partners, limiting the launch partners to ten select brands at the time. Now, brands such as Dunkin’ Donuts, Maybelline, Starbucks, and JCPenney have started running Snap Ads.
What Brands Need To Do
Snapchat has been winning over brand marketers with its unique ad products like branded selfie lenses and sponsored Geofilters along with improved ad measurement. As its user base continues to grow and it opens more advertising opportunities, more and more brands are jumping on Snapchat. Ford, for instance, has created more than 30 sports-themed Snap Ads to push for its 2017 Escape SUV during the Olympics. If your brand has yet to develop a Snapchat strategy, now is the time to include the popular messaging app in your social marketing mix.
Source: AdWeek
