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Published September 5, 2024, 11:29 AM
Snapchat Introduces Sponsored Snaps: Ads in Private Messages
Snapchat is making significant changes to its advertising strategy by introducing “Sponsored Snaps” within the private messages of its app. This innovative approach aims to attract more brands to engage with Snapchat’s user base.
In a recent statement, CEO Evan Spiegel revealed plans for Snapchat to begin experimenting with these new sponsored ads in the chat tab. This marks the first instance of ads appearing in a primary section of the Snapchat application, highlighting the company’s aim to boost its advertising appeal.
“Sponsored Snaps allow advertisers to visually engage with the Snapchat community, making Snapchat’s core functionality accessible to advertisers,” Spiegel noted in his announcement, which coincided with the platform’s 13th anniversary. He reassured users that their private conversations would remain confidential and not be utilized for advertising purposes. Sponsored snaps will appear in the chat inbox as a new snap without notifications, allowing users to choose whether to open the message or not.
Challenges in the Advertising Market
Despite boasting more than 850 million monthly users, Snapchat faces fierce competition in the advertising sector, particularly from larger players like Meta. The company’s stock price is nearing an all-time low, raising concerns among investors regarding Snapchat’s growth potential.
“Expanding our digital advertising business is crucial for our long-term revenue growth, and investors are rightfully worried about our growth speed,” Spiegel stated. The company is also set to introduce new features allowing advertisers to promote locations on the Snap Map, enhancing their engagement opportunities within the app.
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