After initally announcing a brand new self-serve ads platform last month, Snapchat’s parent company Snap inc. has just formally launched the tool, while additionally confirming some extra ad choices will be available to assist boost take-up of Snapchat ads.
First up, on the platform itself – like most alternative social platforms, advertisers are now be able to produce and buy their own Snapchat ads via a replacement dashboard. Previously, you were solely able to purchase Snapchat ads via partners or through Snapchat themselves.
To get started, you first need to head to the Snapchat Ads website and sign up – there’s a ‘Get Started’ button at the top of the page which takes you direct to the sign-up form. Once you’re in, you can start creating your Snapchat campaign – you first need to choose your objective and enter your ad parameters.
One of the more interesting elements here is the option to use Snapchat audiences, which includes lookalikes and Audience Match options, similar to other platforms, but also includes ‘Snap Lifestyle categories’, which they introduced late last year.
Snapchat’s Lifestyle Categories utilize in-app data and location tracking to provide additional options – for example, if a user regularly checks out ESPN’s Discover channel, you could reach them with sports related content, while Snap recently released additional data on how people use the app in different locations, which can help reach them with more relevant messaging.
In addition to the new self-serve platform, Snap Inc.’s additionally adding a replacement Snap Publisher tool which can facilitate advertisers produce Snap ads by providing tools and templates with that to create them from their existing assets.