14 January 2017

DIGITAL - Snapchat Offers New Advertising Features

In an effort to improve mobile commerce and lead generation marketing, Snapchat is testing deep-linking and auto-fill in their ads.

With deep-linking, consumers can swipe up and tap a link to be taken out of Snapchat and into a new app - to a playlist in a music app, or a product page in an ecommerce app.

Auto-fill allows viewers to fill out lead-generation forms with one tap on the screen after seeing an ad.

This time-saving feature addresses the challenge advertisers have getting consumers to take the time to fill out forms, particularly when they are using a smartphone with its small screen and keyboard.

"Snap's new features make its advertising platform more amenable to the type of direct response advertising that could make it a social commerce player," said eMarketer analyst Yory Wurmser. "Mobile retail above all is about relevant, compelling images and simplicity."

Other social networks already have these features so Snapchat is taking steps to catch up to them and stay on top of social commerce in general.

Some interesting statistics for businesses thinking about advertising on Snapchat:
  • Over 100 million active daily users
  • Snapchatters watch over 10 billion videos per day
  • 58 percent of college students would be likely to purchase a brand’s product or service if they were sent a coupon on Snapchat.

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