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Snap launches industry first multi-format delivery

Social & Digital

Snap launches industry first multi-format delivery


Launched on 17 November, Snap is globally rolling out their new advertising product – multi-format delivery.

The product will offer brands buying on Snap the opportunity to capture all of Snap’s multiple advertising formats in one cohesive ad set. It will fundamentally change the way the brands and advertisers think about buying media on Snap, shifting towards a more multi product approach to drive performance.

“The launch of multi-format delivery, an industry first product, really solidifies augmented reality as an always-on buying opportunity for our clients,” says general manager APAC, Kathryn Carter.

“This launch is a game-changing opportunity for brands and advertisers, providing them with a simplified, all-encompassing buying process for their next campaign with Snap.”

Snapchat is one of the most popular social media outlets worldwide, with over 306 million people using the app daily, reaching over 90 percent of 13-24 year olds and over 75 percent of 13-34 year olds in Australia.

The product launch will include all of Snap’s video ad formats including Snap Ads, Story Ads, Collection Ads and Commercials and will feature Snap’s camera offerings augmented reality (AR) by Q2 of 2022. The new product will allow AR and video to be optimised together – a first for the industry. Over 200 million Snapchatters engage with AR every day, with Snap excited for advertisers to use Snap and AR to reimagine their next campaign.

“At Snap, we pioneered AR advertising at scale and have been innovating ever since,” says Carter.

Snap says while the product will be inherently different from single product ad sets, the core experience will remain relatively consistent. Enabling multi-format delivery will allow Snap’s ad ranking system to determine the best inventory to fill in for the selected formats, goal, target audience, and bid.  These improvements will lay the groundwork for a significant evolution in ad-buying perception, behaviour, and performance.

Conor Fowler

Conor Fowler is a writer for Marketing Mag.

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