Snapchat rolls out shoppable ads
Written by Peter Walker
Shoppable adverts are now available to any advertiser through Snapchat’s self-serve buying tool, after initial testing saw significant engagement and conversion performance.
The new, made-for-commerce format allows a brand to feature a collection of products on their Snap Ad, where users can tap directly to the product details.
In the initial phase, eBay saw a five times higher engagement rate with Shoppable Snap Ads compared to standard Snap Ads featuring the same products.
Advertisers can import their existing product feeds to Snapchat’s platform. This ‘library’ of assets can be used automatically create Story Ads, Snap Ads and the new Shoppable Snap Ads – through brand new templates in Ads Manager.
Using the Snap Pixel, advertisers can create more customised audiences from the actions users take on their site, such as browsing certain product categories like shoes or furniture, allowing them to deliver more relevant ads to Snapchatters based on their shopping preferences.
Snapchat is also adding over 30 new performance agency partners, certified to help with e-commerce, direct response and data-driven advertising. This program recognises and certifies industry-leading agencies that help advertisers with everything from pre-campaign strategy to creative execution. Some agency partners in the UK include Miri Growth, Marketing VF and Nest Performance.
Stefan Cataldo, managing director and co-founder at Nest Performance, commented: “It’s a very exciting channel for performance advertisers and we’ve seen some fantastic results for our gaming and e-commerce clients over the past year.
“We’re looking forward to further testing some of the platform’s new features, like Commerce Ads, that have been rolled out recently which will enable us to continue scaling our clients' presence and exceed their business goals.”
Earlier this week, Snapchat revealed it is testing a new way to search for products on Amazon using the camera on mobile phones. The feature will be rolled-out slowly in the US to begin with, and enables users to point the Snapchat camera at a physical product or barcode, which takes them to an Amazon link if it is recognised.