Snap introduced new ad tools as well as partner program, which will help educate advertisers on effective ways to create and handle ads running in the platform, reported TechCrunch. Below is a summary of the new tools that will make it easier for Snapchat to run ads on it platform as well as lure more advertisers.
- Ad Manager is a self-service platform that allows brands to buy and track ads — Snap also provides a mobile version that allows users to track campaigns on-the-go. Ad Manager was announced last month and is now available. With no minimum spend; the platform should appeal especially to smaller businesses, which is important for Snap as a company still needs to prove it can compete with incumbents Facebook and Google.
- Snap Publisher is a browser-based tool that helps advertisers to create campaigns for Snap’s vertical video format, and will be available in July. It helps to edit and resize videos for mobile screens and will help minimize the time required to make video ads on Snap. Unlike Ad Manager, there is currently no mobile version. Snap Publisher could also appeal to smaller businesses that may not have the technology or expertise to cater ads specifically for Snap’s platform.
- Snapchat Certified Partners is a program that will give additional training to Snap’s top ad-tech partners, and Snap will give the partners preferential treatment when referring clients. The program has already begun helping marketers with best practices for advertising on Snap, with initial partners including PMG Worldwide, SocialCode, and Adaptly.
Snapchat’s user growth has been on a plateau this year and social media platform believes that the new ad tools could help boost their user base. Snap’s global DAUs increased 5% to 166 million in Q1 2017 from 158 million in Q4 2016. This is lower than the 14% growth rate the company experienced from Q4 2015 to Q1 2016.