Snapchat now lets advertisers run sequential video ads: Snapchat wants brands to buy more ads… shocking 😱. For users of the app, this means we will now see longer back-to-back ads within the Discovery section. For advertisers, this means thinking about ads in a different way. Instead of creating one 30-second spot, Snapchat encourages advertisers to create three 10-second “episodes” and tie them together to tell a story.
This new advertising package is available to all advertisers, but can only be purchased directly through Snapchat, not via its Ads API and requires early commitments for a full-service execution. According to AdWeek, Snapchat’s sequential ads are initially limited to video ads, but will likely soon involve Snapchat’s recently launched lead-generation tools for deep linking and autofill.
Snapchat embraces offline purchase ad targeting: Snapchat’s CEO Evan Spiegel who once called ad targeting “creepy” has joined the ad-tracking party. Snapchat will now show ads based on what its users buy in the real world, thanks to a partnership with Oracle Data Cloud. This type of targeting has been implemented by Social Media giants Facebook and Twitter for some time now and has made them a lot of money, so I guess I see why Snapchat was interested in this…but still… given the nature of this platform, it feels a little too invasive… and that’s coming from a marketer. Just my opinion.
Snapchat already lets advertisers target its 150 million daily users based on their behavior in the app, but this is the first time that it’s used a third party to target ads. This update will let advertisers segment users along 100 different customer demographics such as cosmetic shopper, consumer technology enthusiast, or men’s clothing buyer.