SINGAPORE — Camera and social media company Snap has recently returned to the IAB NewFronts and introduced new solutions for advertisers, new content partnerships, and new ways to work with creators on Snapchat.
Ajit Mohan, APAC President of Snap Inc., said, “I’m excited about today’s announcements which provide our advertising partners greater product enhancements that will have a material impact on reaching Snapchatters. Our platform is about real relationships and these new features will give brands more opportunities than ever before, to reach our growing Snapchatter community.”
Snapchat is all about real relationships. It’s where the community of 750 million monthly active users build connections and have fun with their friends, family, and favorite creators — without the pressure to appear popular or perfect. It’s one of the reasons why over 90% of Snapchatters are happy when using the app.
Recently Snap announced new offerings that are making it easier for advertisers to get in front of Snapchat’s unique audience, work with creators, and activate with content partners.
First Story
First Story is the latest offering in the takeover lineup, following First Commercial and First Lens. First Story enables advertisers to reserve the first video ad between Friend Stories that Snapchatters sees, and in the US, it offers a potential daily reach of nearly 50M. Early partners running First Story ads include Louis Vuitton, Warner Brothers, and more.
Ads in Spotlight
Snapchat is launching ads in Spotlight for all advertisers globally. With over 350 million Snapchatters consuming Spotlight content every month, Snap is excited to bring brands closer to the Snapchat audience on this new surface.
Snap Star Collab Studio
Snapchat is one of the best platforms for creators of all kinds to build a business, grow their audience, and easily create great content. Now, Snap making it even easier for brands and creators to work together with the US launch of Snap Star Collab Studio, a turn-key end-to-end service for brands to source, partner, and drive results with Snap Stars.
The Collab Studio will accelerate partnerships between brands and Snap Stars through managed service production, supported by four initial partners: Studio71, Beeline by Brat TV, Influential, and Whalar, where experienced teams will help brands create and execute sponsored Stories and bespoke ad creative with Snap Stars.
Sports Partnerships
Major sports sponsorship packages will help marketers activate across Snapchat during some of the biggest sports events in the world. For NBCUniversal’s Paris 2024 Olympic Games and the upcoming Women’s World Cup, it’s bringing Snapchatters exclusive content across Snapchat’s Stories, Spotlight, and Camera. Its longstanding partnerships with the WNBA, NBA, and NFL will also continue to provide content across Stories and Spotlight and more creative tools for the community.
Evolving My AI
Messaging is at the heart of Snapchat, and conversational AI fits seamlessly into this core product value. Last month, Snap announced the rollout of the AI-powered chatbot, My AI, to the global community. At the NewFronts presentation, Snap shared an early look at further explorations of how My AI can improve the community’s experience across the service.
Conversations with My AI have the potential to help deliver more relevant content and experiences across the app, whether a Snapchatter is watching Stories or Spotlight, or exploring recommendations for fun and useful AR Lenses.
The platform is also experimenting with new ways that My AI can surface useful information at the right moment during conversations. This includes early testing of sponsored links to connect the community with partners relevant to the conversation at the moment while helping partners reach Snapchatters who have indicated potential interest in their offerings.
Snapchat is in an early, experimental phase to ensure it designs thoughtful, useful experiences for the community. The team looks forward to working with advertising, content, and creator partners to activate these new solutions starting today.
Happy Snapping!
