Snapchat has broadened its self-serve ads manager offering with the inclusion of Story Ads for the first time.
Previously available solely as an untargeted national takeover, they will now be made available to purchase programmatically via the platform.
Custom-built for the redesigned feed-based Discover channel, Story Ads offer brands the ability to enable viewers to swipe up to view products, sites or videos while viewing long-form content. Positioned alongside premium content they offer the possibility of extending reach as each ad impression comes from viewing directly as opposed to an ad sandwiched between content.
Snapchat also claims to be able to offer keener pricing via the auction-based format as well as more accurate targeting toward pre-defined audiences.
Snapchat confirmed that it now boasts over 60 million daily users in Europe, with 12 million of those hailing from the UK, with the social platform now reaching over 25% of smartphone users in the UK, US and France.
This has led Snapchat to claim that it has ‘likely become the world’s most used camera’ as over 3.5bn Snaps are generated every day – more than the number of photos taken across all phones, tablets and digital cameras combined.
Story Ads were first introduced last November as part of a full redesign as a way for brands to communicate their business results, aims and properties to a mass audience.