Snap Introduces Snap Connect for Direct-Response Advertisers on Snapchat

It is an extension of the Snap Focus educational portal

Snap Inc. intends to expand Snap Connect programming into additional advertising verticals Snap Inc.

Snap Inc. Thursday took the wraps off Snap Connect, an extension to the Snap Focus educational portal it rolled out in June.

Snap Connect will offer advertisers advanced courses on direct-response advertising via Snapchat, starting out with modules on applications, ecommerce and mobile gaming.

The company said Snap Connect will live within Snap Focus, and its goal is to let brands dive deeper into education and strategies for DR advertising goals, formats, and opportunities on Snapchat.

Snap said when it debuted Snap Focus in June that its goal was to educate agencies and marketers on how to best take advantage of the Snapchat’s suite of ad products, designs and feature sets.

The company said during its first-quarter earnings call earlier this year that direct-response advertising had nearly doubled as a share of its ad revenue over the past two years and made up more than one-half of its total revenue.

Snap added that it intends to expand Snap Connect programming into additional advertising verticals, and it will publish a report on shopping trends and the new normal later this year to help brands set their 2021 campaigns on the platform.

The company highlighted solutions it has introduced with direct-response advertisers in mind, including dynamic product ads and shoppable augmented reality lenses, as well as improvements it has made to marketing objectives in its app install and re-engagement vertical.

Snap vice president of sales, emerging Dominic Rioux said in a statement, “Snap Connect is a way for us to ensure our advertising partners have everything they need to find success on our platform. As DR becomes a bigger part of every business’ advertising and marketing plans, Snap Connect will help them more easily and efficiently drive meaningful return on investment on Snapchat.”


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
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