Snapchat has announced that it will begin testing ad placement in two places on its app, improving customer relationship management (CRM) system integrations. It is partnering with two restaurant franchises and an entertainment company whose ads will be visible on the app, allowing companies to visually communicate with consumers. Users will be able to interact with Snaps received on the direct messaging platform by replying to them or by accessing the call-to-action options provided.
Ads on Snapchat
In a blog post, Snapchat detailed the ads coming to its app. It will be visible on the Chats tab as well as on the Snap Map. After its launch, Snapchat users will receive sponsored Snaps from Disney. In the meantime, Snap Map will feature ads from McDonalds and Taco Bell.
Businesses can send a full-screen vertical Snap video directly to Snapchatters. However, it is strictly opt-in, the company confirms. Users will have a choice whether to open the Snap and will be removed if left unreviewed. Snapchat users can also interact with Sponsored Snaps by sending a message to the advertiser or using the provided call-to-action option to open a predetermined link.
The platform says these Snaps will be different from users’ personal chats and won’t come with push notifications.
Along with Sponsored Snaps in the chats tab, Snapchat is also bringing ads to Snap Map — a feature that lets users share their location with others and search for places of interest. The most happening places are marked as Top picks on Snap Map and the company claims it can lead to a typical increase in visits of as much as 17.6 percent for frequent Snapchat users over that location. This is said to be one of the factors contributing to the introduction of ads.
Other new features
Snapchat recently rolled out the Footsteps feature for all users. This feature, previously exclusive to Snapchat subscribers, allows users to track all the places they’ve explored and sent snaps from. In addition to tracking new places, it can also use stored memories to take into account past trips.
Subsequent uses of the feature will use location data to track steps, according to Snapchat.
