Snapchat Expands Advertising with Sponsored Ads in Chats and Snap Map

Snapchat is set to enhance its advertising strategy by testing new ad placements in two significant areas of its app. This move aims to improve customer relationship management (CRM) system integrations.

The platform is collaborating with two dining franchises and an entertainment company to showcase their ads, allowing businesses to visually engage with users more effectively.

Users will be able to interact with these sponsored Snaps directly within the instant messaging platform, either by replying or utilizing the call-to-action options that Snapchat provides.

New Advertisement Features

In a recent blog post, Snapchat outlined the upcoming advertisements that will soon be integrated into its app. These ads will appear in both the Chats tab and the Snap Map. As part of this rollout, Snapchat users can expect to receive sponsored Snaps from Disney. Additionally, the Snap Map feature will feature advertisements from popular brands like McDonald's and Taco Bell.

Businesses will have the ability to send full-screen vertical video Snaps directly to Snapchatters. Importantly, the company has confirmed that participation is purely opt-in; users will have the option to open the Snaps. If they remain unviewed, these ads will be automatically removed from the user's feed. Users can also engage with sponsored Snaps by messaging the advertisers or using the call-to-action options that redirect them to predetermined links.

According to Snapchat, these sponsored Snaps will be clearly distinguished from users' personal chats and will not trigger push notifications, ensuring a seamless experience.

Snap Map Advertising

In addition to the sponsored Snaps in the Chats tab, Snapchat is bringing advertisements to its Snap Map feature, which allows users to share their location and discover places of interest. The most popular locations are marked as "Top Picks" on the Snap Map.

The company claims that these ads can increase visitation by as much as 17.6% among frequent Snapchat users compared to the usual foot traffic at these locations. This capability is a key factor in the decision to roll out ads on the Snap Map.

Other Recent Features

Snapchat has also introduced the Footsteps feature, which is now available to all users. Previously exclusive to subscribers, this feature enables users to track all the places they have visited and from which they have sent Snaps. In addition to monitoring new locations, it leverages stored Memories to recall past trips. Future uses of this feature will utilize location data to provide insights into users’ movement patterns.

Conclusion

Snapchat’s decision to test sponsored ads in both the Chats tab and Snap Map highlights its evolving advertising strategy, providing businesses with new ways to reach users through engaging, interactive content. By collaborating with notable brands like Disney, McDonald's, and Taco Bell, Snapchat aims to balance user experience with ad revenue.

The opt-in nature of these ads and the absence of push notifications ensure that users maintain control over their interactions with the ads, which is a key factor in preserving the platform's user-friendly appeal.

Additionally, features like the recently introduced Footsteps tool demonstrate Snapchat’s ongoing commitment to enhancing user engagement by allowing individuals to track and revisit their adventures through the app. These developments reflect the company's efforts to not only innovate within the advertising space but also to cater to user preferences.

As Snapchat continues to roll out and test these features, both users and businesses alike can expect a more integrated and personalized ad experience, making the platform even more dynamic.