Snapchat has officially launched a raft of new ad tools designed to make it easier for brands to submit ads onto the platform.
The new features have been in development for months and are now being rolled out to everyone after a period of testing involving a number of businesses.
Snap has a battle on its hands to spark a new period of growth after an underwhelming first earnings report revealed stuttering user growth. The new ad tools resemble Facebook’s ad platform, which is perhaps no surprise given that Snap’s new revenue product manager Sriram Krishnan is a former Facebook employee.
Businesses of all sizes will now find it easier to manage their own Snapchat campaigns from start to finish, or have technical experts guide them through it.
Snap Publisher tools
Advertisers now have access to a self-service option that enables them to buy, manage and optimise ads, as well as view campaign analytics. Brands can also pay via card rather than on account, and there is no longer a minimum spend.
Other new additions include the option to use all of Snapchat’s ad formats and targeting functionalities, the ability to buy through auctions, manage creative assets within the tool, and have Snap review their ads before they go live.
A mobile dashboard enables brands to track their campaigns away from the confines of the office, while a Business Manager feature makes it possible for them to set up billing and access levels for company employees. They can also stay in touch with Snap experts via the Business Help Center.
Certified Partners program
Snapchat is also launching a Certified Partners scheme, which will involve selected ad agency partners being trained to teach advertisers about the platform.
Partners will be tutored in all aspects of Snapchat’s ad capabilities, including best practices and execution strategies, and will receive preference when Snap refers clients. Current partners include Adaptly, Hyfn, SocialCode and Unified.
Completing the trio of new tools is Snap Publisher, which advertisers can expect to see launched in July.
Brands familiar with Snapchat’s unique vertical video format will welcome the new feature, which will do away with the need to use pricey video editing packages to create bespoke campaigns.
The new browser-based tool will trim horizontal videos for the vertical format, and will also enable brands to import existing brand assets, adds motion to still photos, A/B test different variants, and integrates with Ad Manager for one-click ad buys.
Snap will be hoping Publisher opens the floodgates on companies rushing to advertise on Snapchat using existing content such as YouTube videos and TV ads. Whereas before they would have had the painful and potentially expensive experience of having to convert videos, Publisher will enable them to create a campaign in minutes.