Ad Formats

What is it?

A full screen, vertical mobile ad. Since they're fullscreen, they never compete for attention with other content or ads. 

Placements:

• Stories

• Discover

• Spotlight

• Shows (In-Stream)

• Chat Feed (Sponsored Snaps)

Primary Use Cases:

• Upper Funnel

• Mid Funnel

• Lower Funnel

Ad Requirements:

• File type: .mp4, .mov, .jpg, or .png

• Aspect ratio: 9:16

• Resolution: 1080x1920

• Length: 3–180 sec

What is it?

A video ad up to 180 seconds (the first six seconds are non-skippable) that appear within Snap’s premium curated content.

Placements:

• Curated Content, such as Shows, in the Discover section of the Stories tab

Primary Use Cases:

• Upper Funnel

Ad Requirements:

• Video only: .mp4 or .mov (H.264 encoded)

• Aspect ratio: 9:16

• Resolution: 1080x1920

• Length: 3–180 sec

What is it?

AR Filters are accessible after a photo or video has been captured through the Camera by swiping through the post-capture carousel. The branded creative will overlay the Snap and add context to it.

Placements: 

• Camera — pre- & post-capture carousel

Primary Use Cases:

• Upper Funnel

Static Filters Ad Requirements (Photo):

• Composition size: 945x2048

• File size: Under 300kb

• File type: Transparent .png

Moving Images Filters Ad Requirements (Video):

• Composition size: 720x1560

• File type: .gif format

• Duration: 1–3 seconds, looping seamlessly without any obvious start/end points

• Frame rate: 2–15 fps

  • Total number of frames should be <20, regardless of frame rate (or as few as possible)

  • If using all 20 frames, lower framerate = longer animation, higher framerate = shorter animation)

What is it?

An interactive lens created with augmented reality that appears in the Camera carousel. AR Lenses take place before or while the content is being created. 

Placements:

• Camera — pre-capture carousel 

Primary Use Cases:

• Upper Funnel

Lens Branding Guidelines:

• Lenses must feature a visible brand logo or brand name

• Branding is required on both Face Lenses and World Lenses

• Avoid placing the brand logo where it may be obscured by UI elements or the carousel on the bottom of the screen

• The recommended logo placement is on the top left or top right under the UI elements

• Snapchat adds a “SPONSORED” slug to the creative. This slug appears for 2 seconds and disappears and does not show up in Snapchatters’ photo or video Snaps.

• With Lens Web Builder anyone can create an AR experience in minutes using hundreds of our free objects and animations

What is it?

A Sponsored Snap is directly sent to a Snapchatter’s Chat Feed where they can view a full-screen Single Image or Video Ad and receive a message from your brand.

Placements:

• Chat Feed

Primary Use Cases:

• Upper Funnel

• Mid Funnel

• Lower Funnel

Ad Requirements:

• File type: .mp4, .mov, .jpg, or .png

• Aspect ratio: 9:16

• Resolution: 1080x1920

• Length: 3–180 sec

Optional Message Customizations:

• Branded Chat Background: Recommended media dimensions: 1080w x 1920h. Images must be either PNG or JPEG.

• Chat Message: Written message up to 500 characters 

• Auto Response: Written message up to 500 characters or a video asset. Recommended media dimensions: 1080w x 1920h. Videos must use H.264 encoding and be less than 180 seconds in duration.

What is it?

Story Ads allow you to reach Snapchatters with a series of ads appearing between content or with a branded tile in Snapchat’s Discover section that opens up to a collection of 1–10 videos or images.

Story Ad Tiles also include a Call to Action (CTA) button for App Install and Website Attachment types.

Placements:

• Stories and Discover (Note: must include a Tile to deliver in Discover Feed)

Primary Use Cases:

• Upper Funnel

• Mid Funnel

• Lower Funnel