Snapchat is now letting publishers use the app to share their branded content. Previously, publishers were not able to share ads between their videos and articles on Snapchat Discover.
The move is part of a wider deal between major publishers and Snap Inc. Now, prominent publishers such as BuzzFeed, NBC Universal and Vice can work directly with marketers to deliver the ads that sit between their organic content posts. It offers a whole new level of transparency and publishers can take charge of the ad content they wish to integrate.
“Starting now, Discover publishers are allowed to distribute branded content within the Snap Ads that run in their Publisher Stories,” a Snapchat spokesperson told Ad Age. “Snap Ads are familiar to users as ads, and are clearly marked to distinguish them from editorial content. In the Snap Ad context, Snap also believes branded content can make for compelling ads users will enjoy.”
According to Snap, the Discover platform generated around $100 million for publishers in 2017. However, one of the criticisms the company has faced is that ads aren’t particularly great at getting user attention.
By adding branded content ads, Snap hopes to remedy the issue and enable advertisers and publishers to create more meaningful ads to accompany content.