Snapchat puts product ads straight into chat
The most important stretch of the year for advertisers is almost here, and right on cue Snapchat has released a batch of updates under the name Commerce Power Pack. The big one for marketers: Dynamic Product Ads can now run in Chat, the app's most used surface, where 85% of users spend time regularly. The format pulls products straight from the catalogue and places them in the conversation flow, much like Meta's ads in Messenger. It's available to all advertisers globally as of now. The pack also includes Value Optimization, which lets campaigns optimise towards ROAS instead of number of purchases, plus the option to optimise against third-party data from the likes of Google Analytics. Snapchat says advertisers testing the latter have seen a 23% lower cost per purchase.
