Snapchat has introduced two new advertising solutions aimed at enhancing user engagement on its platform. The announcement coincided with Advertising Week New York.
The new features include Sponsored Snaps, which allow advertisers to send full-screen vertical videos directly to users, and Promoted Places, which highlight businesses on the Snap Map. Disney is a launch partner for Sponsored Snaps, while McDonald’s and Taco Bell are collaborating on Promoted Places.
Details of The New Features
With Sponsored Snaps, advertisers can send messages directly to Snapchat users. Users can choose to open these messages, which will appear differently from regular messages in their inbox. If left unopened, these messages will be deleted. This feature could eventually enable two-way interactions between brands and users using artificial intelligence for customer support and recommendations.
Promoted Places will help users discover local businesses on the Snap Map. This feature marks certain locations as “Top Picks,” which can increase visitation by an average of 17.6% among frequent users. Over 350 million people access Snap Map each month, making it a valuable tool for advertisers.
Snapchat has been enhancing its advertising offerings recently, including bringing back its Halloween-themed series “Phantom House” with sponsors like Maybelline and State Farm. The platform is also working to position itself as a more positive space amid concerns about misinformation on social media.
Snap’s latest initiatives aim to strengthen connections between brands and consumers while driving growth for the platform.
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