Snapchat announces rollout of ads in chats and Snap Map
Snapchat has announced that it will test ad placements in two places within its app, improving its Customer Relationship Management (CRM) system integrations. It has partnered with two food franchises and an entertainment company whose ads will be visible in the app, allowing companies to connect visually with consumers. Users can interact with the Snaps they receive on the instant messaging platform by responding to them or using the call-to-action options provided.
Ads on Snapchat
In a blog afterSnapchat gave a detailed overview of the ads coming to its app. It will be visible in the Chats tab and on the Snap Map. After the rollout, Snapchat users will receive sponsored Snaps from Disney. Meanwhile, the Snap Map will show ads from McDonalds and Taco Bell.
Businesses can send full-screen vertical video Snap directly to Snapchatters. However, it is purely opt-in, the company confirms. Users can choose whether to open the Snap and if not viewed, they will be deleted. Snapchat users can also interact with the Sponsored Snaps by sending a message to the advertiser or using the included call-to-action option to open a predetermined link.
The platform says these Snaps will be distinct from the user’s personal chats and will not come with a push notification.
In addition to Sponsored Snaps in the Chats tab, Snapchat is also bringing ads to the Snap Map – a feature that lets users share their location with others and find places of interest. The most common places are marked as Top picks on the Snap Map and the company claims it can drive a typical visit increase of as much as 17.6 percent for frequent Snapchat users over that place. This is said to be one of the factors contributing to ad rollout.
Other new features
Snapchat recently rolled out the Footsteps feature to all users. The feature, previously exclusive to Snapchat subscribers, allows users to keep track of all the places they’ve explored and sent photos of. In addition to tracking new places, it can also use stored memories to take previous trips into account.
Subsequent uses of the feature will use location data to track steps, according to Snapchat.
