In June, Snap Inc. launched Snap Focus. Built with advertisers and agencies in mind, Snap Focus is a no-cost comprehensive educational tool tailored for industry professionals spanning media buying, audience and communications planning, brand strategy, creative development and more.
Today, Snap introduces Snap Connect: advanced courses on Direct Response (DR) advertising on Snapchat.
- Snap Connect is an expansion to the Snap Focus program that enables advertisers to dive deeper into education and strategies for DR advertising goals, formats, and opportunities on Snapchat.
- The first Snap Connect modules center on DR advertising for the mobile gaming, apps, and e-commerce verticals.
“Snap Connect is all about showing our advertisers that we care about their success. We’re providing advertisers from all around the world direct access to our experts and leadership team, who bring them inside the world of Snapchat’s direct response solutions,” said Snap Inc general manager, ANZ, SEA & HK Kathryn Carter.
Snap has invested heavily in DR solutions over the past several years, introducing new formats like Dynamic Ads (launched globally in September) and new technology like shoppable Augmented Reality Lenses.
- For the Apps vertical (app install and reengagement), Snap has made robust improvements to every app marketing objective, including launching new ways for advertisers to bid and optimise campaigns.
DR has driven meaningful returns for businesses of all sizes. As a result, in Q1 Snap shared that at the time, direct response advertising had nearly doubled as a share of Snap’s revenue over the past two years, and represented more than half of its total revenue.
As the Snap Focus platform continues to grow, Snap is looking to expand Snap Connect programming for additional advertising verticals, with an aim of helping its DR partners drive success and ROI.
- For example, later this year Snap Connect will be publishing a report on shopping trends and the new normal to help advertisers kick off their 2021 campaigns on the right foot.
“Snap Connect is a way for us to ensure our advertising partners have everything they need to find success on our platform. As DR becomes a bigger part of every business’ advertising and marketing plans, Snap Connect will help them more easily and efficiently drive meaningful ROI on Snapchat,” Snap Inc VP of sales, emerging Dominic Rioux.
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