Brands can limit their Snap Ads to display only within Snapchat’s curated content or between users’ Stories and can also exclude certain content categories.
Snapchat is giving advertisers new controls over where exactly their ads appear within the mobile app to avoid experiencing its own version of YouTube’s “adpocalypse.”
Now, brands buying Snapchat’s vertical video Snap Ads through its self-serve ad-buying tool or advertising API can choose to have their ads only run between regular people’s Stories or only within the Stories and Shows produced by Snapchat and media companies working with Snapchat, as Adweek reported today. Additionally, brands can now opt to exclude their ads from appearing adjacent to certain types of content, which can help to maintain contextual relevance and/or to avoid any brand-safety issues.
Previously, advertisers using Snapchat’s self-serve Snap Ad Manager or ad API could not cherry-pick placements for their Snap Ads, which can be slotted between users’ Stories, as well as within Snapchat-curated Our Stories, publisher-produced Publisher Stories and the growing roster of original Shows that Snap has rolled out from companies like NBC and CNN.
Snapchat still advises advertisers to allow their Snap Ads to appear in all of those places and has the “All Snapchat” placement option set as the default in its self-serve tool. But it seems to have recognized that there are valid reasons brands may not want their campaigns to run wild.
Advertising centers around the audience, and thanks to the amount of user data available for digital ad targeting, content has become devalued as an audience proxy. But that context remains crucial has become especially true as the preoccupation with audience targeting has opened up brands to finding their ads appearing next to controversial content, like pro-terrorism videos on Google’s YouTube. Brands like L’Oreal and Nissan didn’t want their ads to be shown before videos of someone preaching in favor of terrorism, but they did want their ads to be shown to the people who happened to be watching that controversial content. To reconcile matters, companies like Google, Facebook, and now Snap have been rolling out more options for advertisers to control not only who should see their ads but where.
Source: Marketing Land