Target and Lancome Produce Snapchat's First Ecommerce Ads

Users can swipe up to buy featured products


After slowly testing more interactive ads in recent months, Snapchat is open for ecommerce. Lancome and Target started running shoppable ads today within Cosmopolitan's Discover channel—the hub of the app where media brands publish daily stories.

Like Discover's other ads, Lancome and Target's promos appear between Cosmo's articles and videos, each with a 10-second call-to-action instructing viewers to "swipe up" for more.

Copy on Target's ad reads, "New products every week." Swiping down on the screen pulls up a loading page with Target's mobile site where people can shop the products featured in the ad—like plant stands and water bottles.

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