Snap has just released two new advertising formats that are designed to be more immersive than ever. The formats mark the first significant entrance into augmented reality (AR) advertising for the Snapchat platform. This type of advertising may prove to be quite effective for their target market of teenagers and those in their early twenties.
The first of their new ad formats will be called Promoted Stories. This ad option takes several Snaps and links them together to form a slideshow. The idea is to create a more in-depth experience for viewers, which will hopefully provide a better overall ad experience.
The second new ad format is the one that boasts AR capabilities. Consumers can opt to use the ad to do things like try on masks or engage with a game trial or something to that effect. Some critics of the new option have called the AR advertisements more gimmicky than innovative, but whether they will end up being effective or not remains to be seen.
‘Fun’ and interactive advertisements have proven to be effective in the past. If done right, this might be another example of really giving the users an experience that they will remember, and associate with a particular brand.
