Snapchat Pioneers the Next Era of Shoppable Ads
In June of this year, we made significant improvements to our Performance Marketing solutions which helped businesses of all sizes drive measurable success on Snapchat. Enhancements to bidding, like optimizing towards purchases, enabled subscription box seller FabFitFun drive a 36% lower cost per purchase, while new tracking capabilities helped brands like American Eagle increase return on ad spend (ROAS) by more than 3x through tracking sales value.
Heading into the holiday season, we know that Snapchatters are heavy shoppers. Just last year, Snapchatters made more than 850 million shopping trips during Black Friday weekend1, and bought 20% more gifts than the average non-Snapchatter2. They are also primed to take action on mobile: Snapchatters are 20% more likely to make purchases on a mobile device compared to non-Snapchatters2, and 60% more likely for that to be an impulse purchase3.
Today we're excited to launch four new advancements which will help eComm advertisers scale their campaigns, and make shopping more enticing for Snapchatters:
Introducing Collection Ads
This new, shoppable format is available in October for all advertisers through Snapchat’s self-serve buying tool. This made-for-commerce ad unit allows a brand to feature a series of products that users can tap to get more details. In initial testing, eBay saw a 5x higher engagement rate with Collection Ads compared to standard Snap Ads featuring the same products.
Introducing Product Catalogs
Advertisers can leverage their existing product feeds to help scale and automate ad creation for Snapchat campaigns. Product feeds contain all the relevant product information of an eCommerce website, such as image, price, color etc. This ‘library’ of assets can be used to automatically create a number of Product Ads – Story Ads, Snap Ads and the new Collection Ads – through brand new templates in Ads Manager.
Advanced Pixel Targeting
Advertisers can create audiences based on more specific actions that visitors take on their site, such as when they browse certain product categories (like shoes), instead of any part of their site.
30+ New Snapchat Partners
We are adding over 30 new performance agencies certified by Snap to help advertisers succeed with e-commerce, direct response, and data-driven performance marketing.
Snapchat is committed to helping e-commerce businesses achieve their objectives and creating richer experiences for Snapchatters to engage with. Shopping on Snapchat has never been easier!
Since Snapchat introduced the ability to track sales, we've started optimizing our campaigns towards conversions. Tracking return on ad spend (ROAS) has allowed us to hone in on the most high-value customers, and manage our budgets more effectively. With our Summer campaign, we were able to improve ROAS results by more than 3x vs. our Spring campaign.
‐ Kyle Andrew, EVP, CMO, American Eagle Outfitters
- Source: Snap Inc. Internal Location Data; Snapchatters 13+; November 24, 2017 to November 27, 2017
- Source: 2017 Murphy Research Study commissions by Snap Inc.
- Source: 2017 GFK Study