Sponsored Snaps and Promoted Places are two novel advertising formats that Snapchat has introduced in collaboration with Disney, McDonald’s, and Taco Bell. To enhance the way consumers already interact with businesses on Snapchat, these new ad placements give advertisers additional chances to communicate with the platform’s user base.
Businesses will be able to send full-screen, vertical video adverts straight to users’ inboxes with Sponsored Snaps. To view these Snaps, users must first provide their consent. Once they do, they can respond by messaging the advertiser or clicking on a call-to-action link to learn more.
If the Sponsored Snaps are not opened, they will vanish and are visually different from ordinary Snaps. They will not cause a push notice, in contrast to other Snaps, making the experience more user-friendly.
Promoted Places encourages users to find local businesses by highlighting sponsored areas on the Snap Map. Certain places will be designated as “Top Picks” as part of the feature, depending on visitation patterns among Snapchat users, BrandSpur digital news platform reports.
Snapchat claims that designating a place as a “Top Pick” can boost visits from regular users by 17.6%. The goal of Promoted Places is to assist companies in tracking and increasing foot traffic to their physical sites. To iterate and improve these new features in response to user feedback, Snapchat is keen to hear from users about them.
To improve consumer engagement through Snapchat Sponsored Snaps, the firm is also investigating potential future connections, such as AI chatbot help and CRM systems, as well as fresh opportunities to enable client loyalty through the Snap Map.
