Snapchat CEO Even Spiegel has shared a new memo outlining some of the company’s triumphs and failures over the past three years. Hidden within, he shares that Snapchat will start showing ads in the conversation section of the app.
If you’re familiar with Snapchat, you know that the company has been heavily focused on vertical video ads within its Stories and Spotlight zone, but it’s now looking to expand advertising to even more sections of the app.
The most egregious of these are the new ‘Sponsored Snaps’ that will appear at the top of the Chat section of that app like a new message. Luckily, there won’t be a push notification (yet), but users will start to see chats from brands soon. I don’t use Snapchat much but I find the messages that Team Snapchat sends to my inbox extremely annoying so I’m not looking forward to even more random messages in there.
Beyond the Sponsored Snaps, the company is also adding sponsored locations to the Snap Map to help drive foot traffic to businesses. The company says that highlighted stores and locations on its app can get a 17 percent increase in traffic based on its testing.
Source: Snapchat
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