Shoppable Snapchat Ads Allow Consumers to Swipe Up to Purchase
Alyson Wyers — April 30, 2016 — Business
Social media and photography app Snapchat has been introducing a number of different Snapchat ad opportunities, but shoppable snaps are finally forthcoming. According to Ad Week, Target and Lancome are the platform's first e-commerce clients. Moving beyond sponsored filters and content-rich Discover channels, shoppable Snapchat ads enable users to swipe up to see purchasing details of showcased products.
The ads ran on April 29th through the Cosmopolitan Discover channel on Snapchat. The Target advertisement's copy boasted new products every week, suggesting this will be a permanent feature. While any e-commerce ads are restricted to the standard Snapchat format -- still pictures or videos no longer than 10 seconds -- the introduction of swipeable adverts provides the app with new avenues of monetization.
The ads ran on April 29th through the Cosmopolitan Discover channel on Snapchat. The Target advertisement's copy boasted new products every week, suggesting this will be a permanent feature. While any e-commerce ads are restricted to the standard Snapchat format -- still pictures or videos no longer than 10 seconds -- the introduction of swipeable adverts provides the app with new avenues of monetization.
Trend Themes
1. Shoppable Snaps - The introduction of shoppable ads on Snapchat allows users to easily purchase products by swiping up, creating opportunities for e-commerce innovation.
2. Ephemeral Advertising - The rise of ephemeral e-commerce advertising on platforms like Snapchat opens up possibilities for businesses to create targeted and time-sensitive marketing campaigns.
3. Monetizing Social Media - The introduction of swipeable adverts on Snapchat provides the app with new avenues of monetization through e-commerce partnerships.
Industry Implications
1. E-commerce - E-commerce businesses can leverage shoppable Snapchat ads to drive sales and engage with their target audience in a more interactive way.
2. Digital Advertising - The emergence of ephemeral e-commerce advertising on social media platforms like Snapchat presents new opportunities for digital advertising agencies to create innovative campaigns.
3. Social Media Marketing - Social media marketing professionals can explore the monetization potential of swipeable ads on Snapchat to increase brand awareness and drive conversions.
4.1
Score
Popularity
Activity
Freshness
