Snapchat has launched “Snap Publisher”, helping advertisers create their own ads for the service from within a normal browser.
The tool gives potential advertisers a number of basic ad templates to choose from, which can then be customised with company logos, pictures and videos.
This should help advertisers repurpose some of their existing assents, and optimize them for vertical video consumption.
Snapchat made it possible for brands of all stripes to buy ads via a self-serve buying option called Ad Manager just last month, as part of a bigger push towards a broader set of advertisers.
Snap Publisher can:
· Convert horizontal video into a Snap Ad
· Enhance videos with design elements such as text, images, and animations
· Generate multiple variations of a Snap Ad
· Provide extensive templates aligned with Snap Ads best practices
· Turn a website into a Snap Ad
Snap Publisher is accessible directly within Snapchat Ad Manager, meaning advertisers can now create, launch, and optimise Snap Ads from a single workflow.
It also uses computer vision to detect when a video switches scenes, and allows users to quickly and automatically cut the video with these scene changes or select just a single scene for the ad.
All Snap Ads are reviewed by Snap to ensure quality before going live. Snap Ads with poor creative will see worse performance and higher costs in the auction, helping weed them out.
Snapchatters spend on average 30 minutes a day on Snapchat (up from 25 minutes in the last quarter) visiting the app over 18 times a day. Over two thirds of daily Snapchatters create content every day, sending over 3bn Snaps (up from 2.5bn in the last quarter).
There are over 10m daily Snapchatters in the UK. In October 2016 Snapchat announced over 77% of their 10m+ daily Snapchatters in the UK were over 18, and of these 43% are parents.
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