SnapChat Ad Maketing

1. Sponsored Lens

Augmented-reality graphics that can be fixed to a person’s face or their surroundings with
animations that can be triggered when a person opens their mouth, raises their eyebrows, smiles or puckers into a kiss. Availability: Can only be bought directly from Snapchat’s sales team.
Add-ons: Advertisers can create more of a 360-degree effect by attaching a World Lens to their Sponsored Lens campaigns so that people can augment their surroundings using their phone’s rear-facing camera. Similar to front-facing Sponsored Lenses, World Lens animations can be triggered when a person taps their phone’s screen or points their camera at an augmented object.

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2. Sponsored Geo-filter

Illustrated overlays that people can put atop the photos and videos they share privately in
messages with friends or publicly as posts added to their Stories.
Availability: Can be bought directly from Snapchat’s sales team or through its advertising API.
Add-ons: Advertisers buying a Sponsored Geo-filter campaign directly from Snapchat’s sales team can add a Smart Geo-filter so that the ad’s creative can be tailored to specific locations, like individual cities, airports, brick-and-mortar stores or restaurants.

3. Snap Ad

Vertical videos that can run up to 10 seconds long and appear within Snapchat’s original Shows,
curated Our Stories, media companies’ Publisher Stories and between people’s publicly posted
Stories.
Availability: Can be bought directly from Snapchat’s sales team, through its advertising API or
through Snapchat Ad Manager, though some features are not available for ads bought through
the self-serve tool.
Add-ons: Snap Ads can feature one of four types of attachments that people can swipe up to
view.
Article:

Snap Ads can attach an advertorial that must feature at least one image, video or GIF, but only when the ad appears in a Snapchat Show or Publisher Story.
Not available through Snapchat Ad Manager.

App Install:

Snap Ads can deep-link to an install page in Apple’s or Google’s app stores.
Available through Snapchat Ad Manager.

Long-form Video:

Snap Ads can play a longer version of video.
Available through Snapchat Ad Manager.

Web View:

Snap Ads can open to a mobile web page, like an e-commerce site or a Google AMP page.
Available through Snapchat Ad Manager.

4. Ad Targeting

Using SnapChat Data:

Snapchat offers four ad-targeting categories that use its own audience data to aim ads. All are available for ads bought through Snapchat’s sales team, advertising API and Snapchat Ad Manager.
Demographics

Age groups (13–17, 18–20, 21–24, 25–34 and 35+)
Gender
Availability: Can be used for Sponsored Lenses and Snap Ads.

Location:

Country, state, region or designated market area
Availability: Can be used for Sponsored Geofilters and Snap Ads.

Device:

Mobile operating system
Wireless carrier
Connection type (WiFi or cellular)
Availability: Can be used for Snap Ads.

Snap Lifestyle Categories:

Audience groups — such as “adventure seekers,” “beauty mavens,” “do-ityourselfers” — that are compiled based on the Discover channels and Stories that people view.
Availability: Can be used for Sponsored Lenses and Snap Ads.

Using Advertiser Data

Snapchat offers a few ways for advertisers to apply their own data for ad targeting. These
targeting options are only available for Snap Ads.

Snap Audience Match:

Advertisers provide Snapchat with a list of email addresses or mobile advertising identifiers that Snapchat matches to users’ accounts.
Availability: Available through Snapchat’s sales team, advertising API and Snapchat Ad Manager.

Lookalike Audiences:

Snapchat takes advertisers’ Snap Audience Match lists and targets people who aren’t in those lists but share similar characteristics, like age, location and content interests.
Availability: Available through Snapchat’s sales team, advertising API and Snapchat Ad Manager.

Snap Engagement Audiences:

Snapchat retargets the people who previously interacted with a brand’s ad on Snapchat, such as by using a brand’s Sponsored Lens; applying a brand’s Sponsored Geofilter to a photo or video (unless it’s an event-based Sponsored Geofilter); or swiping up on a brand’s Snap Ad to play a longer video, visit a microsite, view an advertorial or install an app.
Availability: Retargeting from a Sponsored Lens campaign can be done through Snapchat’s sales team, advertising API and Snapchat Ad Manager. Retargeting from a Sponsored Geofilter or Snap Ad campaign can only be done through the ad API and Snapchat Ad Manager.