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Snapchat paves way to IPO with Ads API and inserts between stories | TechCrunch
Snapchat’s big ads announcements

Snap Ads Between Stories – There will now be ads occasionally inserted when you auto-advance at the end of one person’s Stories to the next person’s, but they won’t interrupt the narrative of any one user’s Story and won’t be shown every tine you auto-advance.
Expandable “Snap Ads” – Users can now swipe up on Snapchat’s ads to install a promoted app, watch a long-form video, visit a mobile website or view an Instant Article-style article formatted specifically for Snapchat.
Ads API – Advertisers can now use programmatic interfaces to efficiently buy huge campaigns instead of having the manually strike deals with Snapchat.
All Ads Reviewed – Despite the influx of new ways and formats to buy, Snapchat plans to protect its user experience by reviewing all ads for quality before they run and managing ad load so as not to overwhelm users with too much marketing.
Snapchat Partners For Ads – Snapchat will connect advertisers with a directory of ad tech developers building custom ad buying and management tools to help businesses spend more effectively using Snapchat’s few targeting options:  age, gender, location, device/OS, carrier, and content affinity. Ad tech partners include 4C, Adaptly, Amobee, Brand Networks, SocialCode, TubeMogul, Unified, and VaynerMedia.
Snapchat Partners For Creative – Advertisers who don’t know how to build great custom Snapchat ads will be pointed to a directory of vetted creative agencies they can pay to help them produce eye-catching Snap ads. Creative Partners include Allay Everyday, Big Spaceship, Contented, Matte-Finish, Media Monks, Moment Studio, R29 Brand Lab, Studio Number One, Stun Creative, The 88, The Mill, Snapchat’s own creative agency Truffle Pig.
Snapchat Ad Measurement – Snapchat has slowly built a set of measurement partnerships into a robust offering, including Moat, Nielsen mobile Digital Ad Ratings and Google DoubleClick that will assist advertisers with figuring out which ads are working and worth spending more on.
Stats – Snapchat says the engagement rate on its new suite is 5x higher than the average click-through rate on other social platforms. This metric builds on its recent MediaScience studies on visual attention showing Snap ads get 2x as much as Facebook ads, 1.5x as Instagram ads and 1.3x as YouTube ads, as well as cause 2x more lift to purchase intent than these competitors
Snapchat  onlineadvertising  SnapchatSnapAds  API  SnapchatAdsPartners  SnapchatCreativePartners  SnpachatSponsoredCreationTools  measurement  effectiveness  Moat  Nielsen  DoubleClick  MediaScience  engagement  research  review  Techcrunch  2016 
june 2016 by inspiral

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