Snapchat is set to initiate trials for advertisement placements within its app, enhancing its customer relationship management (CRM) system integrations. The social media platform has teamed up with two prominent dining franchises and an entertainment company to incorporate their advertisements, providing businesses with an opportunity to engage visually with their audience. Users will have the ability to interact with these advertisements by responding to the Snaps or utilizing the various call-to-action options available.
Ads on Snapchat
In a recent blog post, Snapchat elaborated on its forthcoming advertisements within the app. These ads will be accessible in the Chats tab as well as on the Snap Map. Following the launch, Snapchat users can expect to receive sponsored Snaps from Disney, while ads from McDonald’s and Taco Bell will be featured on the Snap Map.
Businesses will have the option to send full-screen vertical video Snaps directly to Snapchat users, although participation is entirely voluntary. Users can decide whether to view the Snaps, with unviewed content being removed from their feed. Additionally, users can engage with sponsored Snaps by messaging the advertiser or clicking a provided link that prompts a specific action.
The platform emphasizes that these sponsored Snaps will be clearly differentiated from personal chats and will not trigger push notifications.
Alongside Sponsored Snaps in the Chats tab, Snapchat will also introduce advertisements to the Snap Map, a feature that allows users to share their locations and discover points of interest. The platform identifies the trendiest locations as Top Picks on the Snap Map, asserting that these ads can lead to a visitation increase of up to 17.6 percent among frequent Snapchat users in relation to those venues. This potential for boosted engagement is cited as a key reason for the ad rollout.
Other New Features
Recently, Snapchat made the Footsteps feature available to all users. Previously exclusive to subscribers, this feature allows users to track the locations they have visited and shared Snaps from. Beyond monitoring new places, it can also utilize stored Memories to reflect on past experiences.
Subsequent uses of the Footsteps feature will leverage location data to keep track of users’ journeys, according to Snapchat.
