Snapchat has begun to test audience network features that allow companies to advertise on outside apps. The social media platform initially launched the test with only a select few companies, along with a Snap Kit, which allows other platforms to use Snapchat stories.
The social media platform is also promoting its audience network wit advertisers and media buyers. The platform points to its how prospective marketers can utilize Snapchat's Ads Manager dashboard, which allows organizations to use the same content for Snapchat.
Overall it is clear that Snapchat is trying to expand its advertising presence, and it is attempting to do so by showcasing the many people that use the platform with regularity.
Mobile Third-Party Advertising Tests
Snapchat is Testing Audience Network Advertisements
Trend Themes
1. Mobile Audience Network Advertising - Snapchat's testing of audience network features for advertising on outside apps presents a disruptive innovation opportunity in the mobile advertising industry.
2. Cross-platform Marketing - Snapchat's Snap Kit integration and promotion of its audience network offer a disruptive innovation opportunity for cross-platform marketing strategies.
3. Consolidated Content Management - Snapchat's Ads Manager dashboard allowing organizations to use the same content for Snapchat presents a disruptive innovation opportunity in content management for marketers and media buyers.
Industry Implications
1. Mobile Advertising - Snapchat's audience network testing opens up new possibilities and challenges for the mobile advertising industry.
2. Social Media Marketing - Snapchat's cross-platform advertising initiatives disrupt the social media marketing landscape.
3. Marketing Technology - Snapchat's Ads Manager dashboard and Snap Kit integration present disruptive innovation opportunities in marketing technology.