Targeted Ads on Snapchat
https://digiday.com/marketing/snapchats-new-dynamic-ads-show-evolving-e-commerce-platform/
https://techcrunch.com/2019/10/17/snapchat-goes-after-retailers-and-dtc-brands-with-new-dynamic-ads/
Snapchat has developed a new feature called “Dynamic Ads” that allows direct-response advertising spending from retailers and direct to consumer brands. The ads allow advertisers to create ads very quickly while saving them time and money because they won’t have to manually create ads. All they need to do is send their product catalog and Snapchat’s new system will create the ad for them. As the product details, availability, or price change, the ad will also adjust. These ads are then automatically served to users based on their interests that Snapchat calculates using templates based on the user’s past behavior.
Advertisers have been increasingly turning to Snapchat because of this system making it much cheaper to advertise than other places like Instagram, Facebook, and Pinterest. Snapchat has also become more appealing to advertisers because of certain tools that have made it more shoppable for users. Snapchat also is very useful to advertisers that want to reach a younger audience. According to Snapchat, more than 90% of 13-24 year olds and more than 75% of 13- 34 year olds in the U.S. Their users also tend to be highly engaged with the app, which makes it easier for advertisers to reach their audience.
This relates to the Hubs and Authorities that we talked about in class. These targeted ads aim to help users find what they’re looking for with less effort. Like internet search engines, Snapchat also has a system that determines what information will be made most visible to certain users. Snapchat uses various templates to estimate what kind of content that the user is interested in and then display this content to them in a specific way. If this Snapchat feature proves successful and effectively helps users find what they want, it could potentially deliver better results than Instagram ads.