Snapchat Follows Facebook with Debut of Self-service Ad Tools
Harmelin Digital Contributor: Kayla Neveil
Mirroring Facebook, Snapchat is now offering a new suite of self-service ad tools to better compete for a greater share of advertiser’s budgets.
What this means for marketers: Throughout the past year, Snapchat has presented several new ad capabilities that are similar to those offered by Facebook and Google. ‘Snapchat Ad Manager’, is anticipated to be popular with small and medium sized businesses. Beginning in June, clients will be able to purchase Snap Ads and long-form video based on targeting of age, gender, and device, as well as on bid-type of dynamic CPM and goal-based bidding. Although Snapchat’s popular ad format, sponsored geofilters, are not available through the self-service tool, Snapchat opened its application programming interface (API) last month, which makes it easier for clients to buy filters automatically.