Today, we are excited to begin testing two new advertising placements on Snapchat together with our launch partners: Sponsored Snaps with Disney, and Promoted Places with McDonalds and Taco Bell. These new placements are a natural extension of the way people already engage with businesses on Snapchat and help advertisers expand their reach with the Snapchat community across two of the most widely and frequently used parts of our service.
Sponsored Snaps enable businesses to engage their customers through visual messaging, by delivering a full-screen vertical video Snap directly to Snapchatters. Snapchatters opt-in to opening the Snap and can reply by sending a message directly to the advertiser or using the call-to-action to open a predetermined link. Sponsored Snaps are visually distinct from other Snaps in the inbox, and are not delivered with a push notification. If Sponsored Snaps are left unviewed, they will be removed from the inbox.
Promoted Places highlight sponsored places of interest on the Snap Map, helping our community discover places that they want to visit. The Snap Map is used for exploration and browsing to learn more about what your friends are up to, what is happening nearby, and which places are “Top Picks” based on the Snapchat community’s visitation trends. We’ve found that marking Places as “Top Picks” drives a typical visitation lift of 17.6% for frequent Snapchat users relative to those shown a place without an annotation, and we look forward to helping businesses drive and measure incremental visitation to their locations.
We look forward to receiving feedback from the Snapchat community and iterating to evolve Sponsored Snaps and Promoted Places. We believe features like CRM system integrations and AI chatbot support will make it easier for businesses to chat with their customers using Sponsored Snaps and we are excited to explore new ideas around customer loyalty on the Snap Map.
Happy Snapping!