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.
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 customized 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 Snap chatters based on their shopping preferences.
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.