Snapchat has returned to the IAB NewFronts in New York City and introduced new solutions for advertisers, new content partnerships, and new ways to work with creators on Snap.
The social media platform’s new offerings make it easier for advertisers to get in front of Snap’s unique audience, work with creators, and activate with content partners.
First Story
First Story is the latest offering in the takeover lineup, following First Commercial and First Lens. First Story enables advertisers to reserve the first video ad between Friend Stories that Snapchatters sees, and in the US, it offers a potential daily reach of nearly 50 million.
Early partners running First Story ads include Louis Vuitton, Warner Brothers, and more.
Ads in Spotlight
Snapchat has also launched ads in Spotlight for all advertisers globally. With over 350 million Snapchatters consuming Spotlight content every month, the platform brings brands closer to the Snapchat audience on this new surface.
Snap Star Collab Studio
Snapchat is one of the best platforms for creators of all kinds to build a business, grow their audience, and easily create great content. Now, they are making it even easier for brands and creators to work together with the US launch of Snap Star Collab Studio, a turn-key end-to-end service for brands to source, partner, and drive results with Snap Stars.
The Collab Studio will accelerate partnerships between brands and Snap Stars through managed service production — supported by four initial partners: Studio71, Beeline by Brat TV, Influential and Whalar — where experienced teams will help brands create and execute sponsored Stories and bespoke ad creative with Snap Stars.
Sports Partnerships
Major sports sponsorship packages will help marketers activate across Snapchat during some of the biggest sports events in the world. For NBCUniversal’s Paris 2024 Olympic Games coverage and coverage of the upcoming Women’s World Cup, Snapchat is bringing Snapchatters exclusive content across Snapchat’s Stories, Spotlight, and Camera. The platform’s longstanding partnerships with the WNBA, NBA, and NFL will also continue to provide content across Stories and Spotlight and more creative tools for their community.
Evolving My AI
Messaging is at the heart of Snapchat, and conversational AI fits seamlessly into this core product value. Last month, Snap announced the rollout of its AI-powered chatbot, My AI, to its global community. At the NewFronts presentation, Snapchat shared an early look at how we’re exploring even more ways My AI can improve their community’s experience across its service.
Conversations with My AI have the potential to help us deliver more relevant content and experiences across its app, whether a Snapchatter is watching Stories or Spotlight, or exploring recommendations for fun and useful AR Lenses.
Snapchat is also experimenting with new ways that My AI can surface useful information at the right moment during conversations. This includes early testing of sponsored links to connect its community with partners relevant to the conversation in the moment, while helping partners reach Snapchatters who have indicated potential interest in their offerings. The platform is in an early, experimental phase to ensure we design thoughtful, useful experiences for their community.