Brands that want to advertise on Snapchat now have even more Creative Partners to help them build ads for the app’s signature vertical video format. Recently Snapchat has announced the addition of 14 new partners to its network of companies, thereby tripling the number of companies it has certified as official “Creative Partners.” Snapchat aims to help advertisers create ads that deliver results. These new partners represent the best in video, cinemagraph and gif creation, game and playable ad development, lead generation and data capture, interactive and 360 video players, mobile couponing and more – all to help advertisers build engaging Snap Ad experiences that deliver a positive ROI. Snapchat believes this new group of partners helps complete the picture for advertisers, creating end-to-end solutions for any objective.
Snap wants its ads to open to something interesting rather than a boring mobile website. The additions build on a network first announced in June to provide advertisers hands-on support to plan, executive and optimize Snap Ads campaigns. Participating agencies are trained in Snapchat’s capabilities, best practices, execution strategies, etc.
The goal is to help advertisers build increasingly engaging Snap Ad experiences that deliver positive returns on investment, according to a blog post announcing the additions. The more engaging Snap Ads are, the more likely users are to linger and play around with them.
Snapchat launched the Creative Partner program last year in lieu of an open developer platform. Snapchat has been working with partners to test new post-swipe functionality, like the playable football game for Budweiser’s Super Bowl campaign this year, or the soccer game made for Addidas, via AdWeek SocialTimes. These new Creative Partners enhance the post-swipe-up experience on ads that load in Snapchat’s internal browser.
If Snapchat can make the post-swipe experience more enjoyable, it could train users to click its ads more instead of quickly skipping through them. Meanwhile, the experiences translate into longer time-on-site, engagement, and recall for advertisers since users can actually interact with the ad’s landing page.
Here’s the list of new partners and the functionality they’re providing to Snap’s advertising clients.
- Adludio is a sensory advertising platform that builds made-for-mobile experiences using haptics and gyroscope.
- Jebbit helps advertisers gather consumer insights and declared data by building smart lead-generation campaigns.
- Ceros offers advertisers animation and interactive effects to bring their ads to life.
- Undertone creates beautifully crafted, engaging brand experiences.
- Famous Instant Apps provides easy-to-create Snap Ads with WebView experiences.
- Whalar matches brands with influencers to produce authentic content at scale.
- Flyr creates engaging, customized design templates that make it easy for advertisers to create Snap Ads.
- Wirewax is a connected video technology that enables users to engage directly with the people and objects in a video.
- Entrypoint provides a 360-degree video player with options for interactive overlays.
- TreSensa makes and distributes custom playable advertisements to promote brands and mobile games.
- GameCommerce has a platform for building and deploying games that is customizable to advertisers’ needs.
- CrossInstall develops playable WebView experiences, helping to build brand experiences and drive downloads of mobile games.
- Popwallet is a mobile wallet marketing automation platform that enables brand and retail marketers to create, distribute and track usage of promotions for mobile coupons.
- Slyce offers a coupon author that makes it easy for brands and retailers to create custom coupons and view comprehensive reporting on redemptions.
Despite Snapchat’s huge rise in both popularity and usage, one of the biggest criticisms of the platform has been that it’s yet to come up with a way to generate significant revenue. Snapchat may be partnering with these companies in response to lower-than-anticipated ad spend on the platform, with the goal of the partnership being to make Snapchat’s advertising capabilities more attractive.
Though Snap’s revenue, which is mostly generated from advertising, increased roughly 21% from Q1 2017 to Q2 2017, it has still largely missed user growth expectations. That has likely limited the platform’s ad business, and the partnership may be in response to this. The move is another step in Snap’s plan to justify its value to marketers. In early August, the platform signed on measurement partners to help marketers justify their spend on Snapchat.
Here are the key reasons Snapchat’s new partners could help draw additional ad spending to the platform:
- Marketers are highly interested in playable ads this year. Forty-five percentof mobile advertisers surveyed by AdColony indicated they were most excited about playable ads for 2017
- Snapchat can capitalize on growing influencer marketing budgets. Sixty-three percent of marketers increased their budgets in 2017, according to a study by Bloglovin’ cited by Marketing Dive.
ReferencesTags: Digital Marketing, Konnect Insights, Snapchat