Snapchat Launches Ad Manager, Publisher and Certified Partners

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Snapchat maker Snap Inc. has officially rolled out its self-serve advertising tool Ad Manager, announced its vertical video builder tool Snap Publisher, and launched its Certified Partners program.

Ad Manager

Before the announcement, online advertisers could only purchase ads thru partners or Snapchat itself. Now, they can design or buy their own ads thru a new Snapchat dashboard called Ad Manager.

The new tool has a stark resemblance to competing platforms, as it includes options to target audiences and allocate ad spend.

snapchat ad manager

To start, you visit and sign up to the Snapchat Ads site via a Get Started button. Once activated, you may now start your ad campaign with an objective and several parameters. And then you set up audience targeting and budget allocation — all under your control.

Interestingly, its Custom Audiences targeting options — Lookalikes and Audience Match — work similarly to completing platforms like Facebook Lookalike.

The targeting options include Snap Lifestyle Categories. It uses in-app data and locates users to show more targeted details and relevant messages.

Take note that Sponsored Lenses and Geofilters are unavailable in Ad Manager. Lenses is available via Snap direct and Geofilters has its own dashboard.

When finished entering the details, you have to upload your creative and hit the Launch Campaign button.

Snap Publisher

Although similar to other social networks’ ad tools, Snapchat’s video ads need more technical knowledge and intellect.

snapchat publisher

To make it simpler, the Snap Publisher tool will expectedly create ads thru templates and tools using existing resources. Still a work in progress, the browser-based tool will provide several creative options and will go online starting next month.

Last month, Snapchat also launched a new tool to help users create custom Geofilters, making it easier for business to optimize existing ad options.

Snap Publisher trims horizontal videos to a vertical format. It animates static photos and tests different ad variants for performance. And it allows advertisers to purchase with one click thru the Ad Manager.

The one-click button is important for the company. The platform has been harder to use than competing social networks as it has kept out older age groups, giving younger generations free rein.

If Snapchat wants to seduce advertisers after its moot Q1 earnings, it has to focus with ease of use in ad creation. And these new tools are helping it move in the right direction.

Certified Partners

If the campaign still does not deliver, Snap will provide a comprehensive training to some third-party businesses thru its Certified Partners program.

Snapchat’s new program teaches, assists and advise advertisers how to optimize the use of its tools.

Certified Partners includes Adaptly, Hyfn, SocialCode and Unified. Snap will also add 25 new partners like Booyah Advertising, PMG Worldwide and Resolution Media.

Snap has lots of ground to cover to compete with Facebook’s sheer size. For now, it is focusing in areas where it can compete, especially user engagement and driving high revenue per user.

Highly engaged users are not enough to beat rivals though. It still boils down to lead generation and sales conversion.


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Author: Francis Rey

Franz believes voracious readers are good writers. So, he reads or writes anything that piques his interest, especially social media. When AFK, he spends his downtime on road trips and binges.

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