Snapchat targets performance marketers with advanced automation tools

Snapchat's advanced options for marketers come ahead of its half-year financial update

Snapchat is continuing to roll out new features ahead of its second quarter earnings update next week, announcing an advanced set of tools for marketers which allow them to build, manage, and scale their ad efforts at greater speed.

Fresh from unveiling its self-serve platform in May, the messaging app's ad manager - which will let clients purchase slots directly - has been updated with a new service called 'Advanced Mode'.

The tool gives brands, agencies and buyers the power to setup automated large-scale campaigns with speed and the ability to set up a 'targeting library' so they can quickly find and apply audiences to campaigns.

The tool is being pitched to advertisers with multiple ads running within Snap's walls as well as performance marketers, with Snap having also added in features that make it easier to automate campaign naming and format the way results are viewed.

The move follows on from Snapchat launching a new measurement initiative with Neustar Marketshare, Analytics Partners, MMA, and Nielsen. Snap is clearly looking to build on previous deals it has already made with the likes Oracle and Moat in a bid to show marketers it is taking measurement and targeting seriously; two areas the business attracted complaints about within the industry when it first got serious about advertising.

Snapchat's advanced options for marketers come ahead of its half-year financial update next week, in which investors will find out whether Snapchat is delivering on the growth it promised potential shareholders when it went public in March.

Rebecca Stewart

Rebecca Stewart is a reporter at The Drum. She primarily writes news, analysis and features around brand marketing and digital innovation. She has interviewed key figures from the likes of Airbnb, Amnesty International, Unilever, Facebook and Spotify, as well as covering international events like Ad Week Europe, Dmexco and Ciclope.

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