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Snapchat Ads

Snapchat Guide: Types of Ads, Specs with Examples

August 2019, Digital Marketing

Among all the social media engagement platforms, Snapchat has become a game-changer. Furthermore, popular social media platforms like Facebook & Instagram are now imitating most of the Snapchat’s engagement features and advertising methods.

Whether or not Snapchat grows to be a powerful social media platform, one thing is for certain, the marketing platform of Snapchat cannot be ignored.

What is Snapchat Ads?

Snapchat Ads are mobile ads, used to connect with the Snapchat audience by creating engaging, interactive, and shareable content. Snapchat advertising has a variety of campaign objectives, targeting options, and different ad types.

According to a survey, the daily Snapchat user increased by 8% year-over-year to 203 million. This makes Snapchat the most used social media platform.

However, before going through the ad types, here is a brief overview of the objective and targeting available in Snapchat.

Objectives

  • AWARENESS: Branding
  • CONSIDERATION: App Installs & Traffic, Website Traffic, Engagement & Lead Generation
  • CONVERSIONS: App Conversions, Website Conversions, Catalog Sales

Targeting

  • User Interest and Behavior
  • Demographics
  • Location
  • Custom Audience
  • Similar Customers or Lookalikes

“Snapchat Ads & Specs”

Types of Snapchat Ad Formats

1. Snap Ads: The name speaks for itself. This ad was the first-ever ad launched by Snapchat. This ad provides the most traditional experience on the platform. Snap ads are shown for a maximum of 10 seconds. Snap ads can be created in the form GIF, Video, Still or Cinema graph.  However, Snap ads have various types, which have various features included in it.

Snap Ads

Top Snap Ads: Top snap ads are the standard versions of ads. This ad displays a single piece of content – an image, video or GIF. They are generally used to promote events, sales, or any similar activities. However, you cannot add a clickable hyperlink in the ad but can be used to display URLs for the user to copy them.

Specs:

  • Full-Screen Canvas: 1080*1920px
  • File Format: MP4, MOV
  • Acceptable Creative: Live, Motion Graphic, Stop Motion Video, Cinema graph, Slideshow, GIF, and Still Image.
  • Length: 3-10 seconds
  • File Size: 32MB or less
  • Audio: Utilize two channels in a balanced way throughout. Audio target level should be -16 LUFS, PCM or AAC codec.

 

Web View Ads: Web view ads are quite similar to Top Snap Ads, with a bonus CTA button. When a user swipes on a web view ad, they are instantly redirected to the website. This allows getting traffic as the user can learn more about the offer.

Specs:

  • Full-screen canvas: 1080*1920px
  • File Format: MP4, MOV
  • Acceptable Creative: Live, Motion Graphic, Stop Motion Video, Cinema graph, Slideshow, GIF, and Still Image.
  • Length: 3-10 seconds
  • File Size: 32MB or less
  • Audio: Utilize two channels in a balanced way throughout. Audio target level should be -16 LUFS, PCM or AAC codec.
  • Provided destination URL: Must work in Mobile (Safari or Chrome)
  • Vertically Oriented Experience: The web view doesn’t rotate into landscape mode.

 

App Install Ads: App Install ads look somewhat similar to Top Snap Ads, except that App Install Ads include the “Swipe Up” feature that redirects directly to your app post-click landing page to download your app. The plus point of this ad is that the user doesn’t have to leave Snapchat to download the app.

Specs:

  • App ID & URLs: For both Google Play and the iTunes App Store
  • Google Play Store ID: It can be found after “id=” in the store URL (e.g. Snapchat’s Google Play app id is “com.snapchat.android”)
  • Apple Store ID: The ID should be in numeric value only (e.g. Snapchat’s Apple Store id is “447188370”)
  • App Icon (PNG): 200*200px
  • Full-screen Canvas: 1080×1920px, 9:16 aspect ratio, scaled proportionally to the original asset.
  • File Format: MP4, MOV, H.264 encoded, storage aspect ratio should be 1:1.
  • Acceptable Creative: Motion graphic, or stop motion video, slideshow, GIF, and still image
  • Length: 3-10 seconds.
  • File size: 32MB or less.
  • Audio: Must utilize 2 channels in a balanced way throughout, audio target level should be -16 LUFS, PCM or AAC codec, 192 minimum kbps, 16 or 24-bit only, 48 kHz sample rate

 

Deep Link Ads: Deep link ads are used when you want to get people back to your app once they left. This is done by combining attention-grabbing media and a link that users can click straight from the ad.

Specs:

  • Needed: iOS App ID, Google Play App ID, Deep Link URL to define the point in the app you want to send users who have your app to (e.g. snapchat://MyStory123abc, iOS, and Android App icons in 512×512)
  • Full-screen Canvas: 1080×1920px, 9:16 aspect ratio, scaled proportionally to the original asset.
  • File Format: MP4, MOV, H.264 encoded, storage aspect ratio should be 1:1.
  • Acceptable Creative: Stop Motion Video, GIF, Still Image
  • Length: 3-10 seconds.
  • File size: 32MB or less.
  • Audio: Must utilize 2 channels in a balanced way throughout, the audio target level should be -16 LUFS, PCM or AAC codec, 192 minimum kbps, 16 or 24-bit only, 48 kHz sample rate.

 

Long-Form Video Ads: These ads are used to show lengthier videos, like behind the scene footage, short films, etc. With Long-Form Video Ads, the audience will see a short 10-second video and swipe up to 1 GB in size.

Specs:

  • File Format: MP4 or MOV
  • Audio: 2 channels only, PCM or AAC codec
  • Minimum length: 15 sec (no max) live and/or Motion Graphic video.
  • Maximum size: 1 GB

2. Collection Ads: Collection ads are formatted like catalogs. They allow you to show up to four products at a time. These ads are placed just like Snap Ads, giving the users the way directly to your shop. However, most of the retailers, using Collection Ads, have found higher engagement rates than other ads.

Collection Ads

3. Story Ads: Story Ads, which is also known as Snapchat Discovery Ads, allows advertisers to reach their target audience with a sponsored title in the discover feed. Your ad will be positioned along with other popular content, making the users view your content with just one tap.

Story Ads

4. AR Lenses: AR Lenses Ad type allows a brand to build & apply custom lenses for the audience to use while taking selfies. These filters are designed to give an exciting look to their surroundings. AR Lenses are a great way to create brand awareness and enhance their connection with the audience. These are the most expensive ads-because they cover a large sum of an audience in Snapchat.

Lens Ads

AR Lenses Ad Specs:

  • High Resolution & Transparent Background (PNG or Logo)
  • If brand wishes to appear in lens, PNG files to be used for static images (High Resolution, layered)
  • 2D Lens: PSD file (High Resolution) for any specific 2D models that will appear in the lens
  • 3D Lens: 3D Max or Maya files of 3D models (will be appeared in lens face or frame)
  • Audio: MP3 or WAV file.

5. Filters: Filters are similar to adding lenses but filters are just creative overlays that can be added to photo or video messages. Furthermore, users can swipe to add filters in their photos or videos. Through this feature, advertisers can insert themselves into the audience conversation to create brand awareness.

 Filter Ads

Filters Ad Specs:

  • Width: 1080px
  • Height: 1920px
  • Format: PNG asset with transparent background
  • Full Size: Less than or equal to 250kb

6. Commercial: Commercial ad type is generally used by brands to drive awareness among the Snapchat users with a 6-second, no-skippable video. Furthermore, this is implemented within the high-quality premium content.

Commercial Ad

Effectiveness of Snapchat Ads

“The top brands on Snapchat are finding success”

  1. Snapchat Ad is flexible than other social media platforms for the advertisers. From AR to web links, brands can use several filters to make the ad look exciting. It makes the brand to become creative with their ads.
  2. Snapchat tools are focused on reach and engagement. With the expansion of their Snap Ad video inventory, Snapchat has improved the targeting capabilities to treat the audience in different ways.
  3. Snapchat features have introduced new ad formats, making it a real opportunity for advertisers to use fun and snappy branded stories. These features will help to increase traffic and boost sales.
  4. Snapchat’s video feature has emphasized the platforms differentiating factors-Visually appealing, short, and engaging ads that attract the audience.
  5. Snapchat is more efficient than traditional and other forms of marketing media. Snap ads perform well with lenses and filters. According to research reports, Snap ads are more effective and outperforms category media average return on ad spend by 4.7x.
  6. Snapchat advertising works harder making it the most outperformed digital media for all brands, getting the most out of an investment.

Conclusion

Snapchat advertising is very effective and a great way to increase brand activity. This will help the brands to create awareness, increase traffic & engagement, generating leads, and boost sales. You will find the perfect ad type to promote your business, no matter your campaign goal or budget. Marketers can improve online ad results without increasing the funds. Most of the brands have shifted from TV to snap ads, as it gives better results from the same revenue. In other words, when done correctly, marketing modeling can get the most out of your investment in Snapchat.

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