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Asos, HBO and BMW pilot Snapchat's new ad formats

2 Mins read

  • ?Snapchat?has introduced two new advertising formats inside a bid to enhance brands’ storytelling capabilities and also to make ads for the platform more immersive and memorable, according to TechCrunch.
  • One in the formats, Promoted Stories, lets brands string together three to 10 photos and videos in to a longer-form ad over the Stories page that’s which may everyone inside a given country. Another, Augmented Reality Trial ads, lets users connect to an electronic product overlaid on the real around them as seen using a smartphone camera.
  • HBO and also the retailer Asos?tested Promoted Stories on Black Friday a couple weeks ago, TechCrunch said, while using premium cable network owning a campaign that told users why utilised together skip the mall rush watching “Game of Thrones” instead.?Asos?showcased?”night-out worthy looks” plus a 20% off sale to the deals day. BMW is experimenting with AR Trial ads by allowing users to locate a virtual type of its new X2 model in person, which can walk around, tap to vary its color or swipe as many as connect to the automaker’s website.??

Following another quarter of rough earnings and user growth figures that disappointed investors earlier this month, Snap Inc., Snapchat’s?parent company, announced plans for that major overhaul from the app’s buyer, that was frequently cited as confusing plus a barrier to entry for newcomers. The fresh ad formats show how Snapchat?is constantly on the make an effort to offer innovative methods for advertisers to realize its audience of largely young consumers, plus might indicate what are the platform’s focus areas are going to be while it undergoes significant changes for its design: more longer-form content – which will signal a transparent break from Snapchat’s typically short, ephemeral photo and video messaging -?and robust uses of augmented reality technology for brands.? ?

These features can make Snapchat ads more memorable because of its 173 million daily users?and clearly already please some big-name marketers, including BMW, HBO and Asos. Promoted Stories have a means to do what essentially is a Snapchat?takeover for the given country, which gives rich the opportunity to drive awareness and engagement around big promotional events like Black Friday or the holidays.

AR Trial ads could be a draw for retailers in allowing people to demo something – BMW is testing the feature with cars, nevertheless could obliviously include furniture and elsewhere – in a highly interactive fashion and solely via their smartphone. The cabability to link back to a business’s site by swiping through to these ads lessens friction on the path to the purchasing as well. AR Trial ads keep to the introduction of 3-D AR World Lenses for brands in September.??

Most Snapchat ads to date have already been single photos or videos inserted between users’ Stories and also other content, coupled with more unique formats like sponsored AR selfie masks and filters. However, as Facebook and its particular properties like Instagram Stories have quickly copied these creative tools, and as more tech companies including Apple offer accessible AR app development kits,?Snapchat must ensure that the products remain distinctive lest it continue to lose users and ad revenue.? ?

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