Snapchat launches self-serve ad manager

Category: Social Media Date: Thursday, 15 June 2017 23:17

First it was sponsored geofilters, and now Snapchat is working on launching a new self-serve Ad platform for its Snap ads product. There’s also a new Snapchat Mobile Dashboard and the Business Manager site for configuring the roles and permissions of team members. Snapchat was aware that lack of metrics was a major reason why many brands were hesitant to advertise on the platform, so this is a welcomed change. But first, let’s breakdown the capabilities of the three new Snap business tools:

  • Ad Manager Buy, manage, optimize and view reporting on campaigns for all Snap Ad types, including video, app install, long-form video and web view. Organise targeting capabilities, goal-based bidding for swipes or installs and assets like video creative, audience lists like emails and mobile IDs.
  • Snapchat Mobile Dashboard View and share ad creative as it will be seen by Snapchat users, review live campaign performance, edit, pause campaigns and receive notifications about key metrics from within the Snapchat app.
  • Business Manager Configure roles and permissions for ad team members, change billing contacts and manage different ad accounts.

According to several sources the new platform is expected to be timed to release to everyone in the U.S., U.K., Canada, France, Germany, Australia and more, alongside the IAB’s Newfronts conference, in New York on May 1. Agencies have been pushing for a self-service tool for a long time and The self-serve ad manager will be free, which is a much needed improvement because until now, you could only buy Snap Ads through Snap’s sales team or third-party ad tools built on the Ads API that often charge a fee.

Snapchat recently went public and with a valuation of $20 billion-plus which it will seek to justify, so these changes come at a particularly important time. Snapchat wants the ad dollars of smaller businesses, not just giant brands and will focus on attracting a growing roster of advertisers and advertising dollars to fend off Instagram who are more aggressively than ever encroaching on its territory.  Broadening the range of advertisers it accepts could help Snapchat boost its revenue at this critical time. The question will be whether smaller businesses can create compelling video ads for Snapchat’s unique vertical video format and its low attention span teenage audience. Creating polished video ads will be much harder for small-to-medium businesses on a short budget, unlike running Google AdWords, AdSense or Facebook’s image and link-based ads.

There are a few things Snapchat haven’t added. For instance, right now you can’t buy Sponsored Geofilters through Ad Manager, only though a separate self-serve tool, it’s not simple to do advanced A/B test campaigns, and both Ads Manager and Business Manager don’t currently plug into other business software. Some say Snapchat may even decide to launch a business education app to teach merchants how to make Snap Ads as some might need help learning how to shoot eye-catching video that users won’t just skip.

Bottom line is any business, big or small, that wants to reach teens, will need to get up to speed. App Annie says that 35 percent of Snapchat’s daily users can’t be reached on Facebook on a given day. That percentage rises to 46 percent on Instagram and 61 percent on YouTube confirming Snap’s distinct and coveted audience will mean businesses have no choice but to get with the times.

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