5 Snapchat Ad Products You Need to Know

Snapchat attracted young and active users with unique features and style since its release in 2011. With 300 million daily user base today, it's about time to acceplerate its monetization agenda to capitalize it's popularity and justify the 20 billion dollar valuation.

As part of its monetization strategy, Snapchat has released a number of creative ad products. If you haven't get your head around what ad products are avaliable for marketers, here is a roundup of the five Snapchat ad products you should know.

Snapchat Ad products

1. Sponsored Geofilters
1. Sponsored lenses
1. 3V Discover ads
4. 3V Live ads
5. 3V ads between stories

1. Sponsored Geofilters
 

Static graphic overlays

How it works: 

  • Users take a Snap and swipe to left or right on screen
  • Depending on location, various Geofilters will appear 

Divided into three subcategories:

  • National: aligns with event or holiday for 24 hours across country
  • Chain: increase brand awareness at specific retail locations for longer period
  • Shared spaces: to increase brand awareness and Share of Voice in large, social spaces 

How to get started: 

  • National geofilters are cocreated by Snapchat & the brand
  • Chain & Shared Spaces geofilters are designed by brand
  • All Geofilters are subject to Snapchat's approval

 

 

2. Sponsored Lenses
_Overlaid interactive animations_

How it works:

  • Lenses scan facial elements and overlay interactive animations which users can send to their friends as Snap or post to their Story
  • Lenses alter face/eye shapes and colours, add visual and audio effects, animated overlays, and visual effects


How to get started: 

  • The brand provides Snapchat with storyboard outlining what lens looks like & how it works 4-6 weeks before launch
  • Snapchat shares 1st mockup 18-20 business days before launch
  • Snapchat shares developed lens 9-12 business days before launch
  • Lens is finalized and tested in week prior to launch

 

 

 

3. 3V Discover ads  
_Vertical video ads between Discover stories_

How it works:

  • Pre-produced video ads are slotted between Discover content
  • Ads should be under 10 seconds in length
  • Video is full screen and vertically oriented for mobile
  • "AD" slug appears in bottom right of screen

How to get started:

  • Brand shares concept/storyboard 10-14 days ahead of launch
  • Brand sends video files to Snapchat 5 days before launch
  • Brand sends all final creative materials 2 days before launch
     

 

 

4. 3V Live ads  
_Vertical video ads between Live stories_

ST.png

How it works:

  • Similar to 3V Discover ads, but slotted between Live stories
  • Ads are recommended to be shorter (under 5 sec) to retain viewers
  • Technical specs are the same as other 3V formats

How to get started: 

  • Brand shares concept/storyboard 10-14 days ahead of launch
  • Brand sends video files to Snapchat 5 days before launch
  • Brand sends all final creative materials 2 days before launch
     
 

5. 3V ads between stories (beta) 
_Vertical video ads between user stories_

How it works:

  • Same technical specs as other 3V ads 
  • Ad content is slotted in between users' stories
  • Users can skip through ads so ensure they're engaging
  • Currently in beta testing in US and UK only 


How to get started:

  • Brand shares concept/storyboard and video files with Snapchat
  • Minimum campaign flight is 7 days, maximum 3 months
     

Snapchat has been ramping up on ad products and support to marketers while keeping the unique platform style. Combined with the receptive and young user base, this is what makes Snapchat such fertile ground for savvy marketers. For a deep dive into Snapchat's monetization and advertising strategy, check out past webinar here!