Following its launch of Ad Manager earlier this year, Snapchat has released a new advanced mode to help marketers better manage their ads’ performance on the image-sharing platform.
Aiming to automate time-intensive tasks, the new set of analytical tools include functions such as setting up and tracking large-scale campaigns, audience and media library, improved reporting and a tool to create hundreds of permutations of a creative and custom audience variations.
The launch is a big step forward for the social media platform which has been doubling its efforts to push for new ad tech capabilities, following low first-quarter earning results.
Upping the game
Forward3D’s head of display & paid social, Sarah Flannery, believes the new offering will be “hugely popular” as it will save marketers time and help them drive results quicker.
“This is definitely a step in the right direction, enabling better management of performance campaigns that require extensive audience testing,” she explained, adding improved reporting will make insights more accessible, which in turn will allow for more efficient campaigns and better return for brands.
Head of strategic partnerships at mobile ad tech firm Taptica, Amit Dar, agrees the new feature is "great news" for marketers.
"We are already seeing brands utilising social channels to engage a younger demographic, and the announcement from Snapchat provides an exciting opportunity for brands wanting to take advantage of the 166 million people who share roughly 3 billion Snaps every day," he added.
Talking about potential future developments, Flannery admitted marketers are “eagerly awaiting” a conversion pixel, “and in the meantime additional testing methodology needs to be structured into activity so that we can measure impact beyond click referrals, branding metrics or app installs.”
Rakuten Marketing's regional director at Rakuten Display Europe, Rakhee Jogia, is interested to see how the company develops its technology for direct response-focused campaigns, given its emphasis on fast-moving consumer goods brands.
"Certainly I see Snapchat evolving as a complementary format to display, helping brands establish themselves with their next generation of advocates,” she added.
The advanced mode is currently active for a selected number of advertisers and a wider release will follow within the next few weeks.