Snap Rolls Out Ad Tools for Stories, Spotlight and 'My AI'

Key Insights:  

• Snap is launching new ad tools for advertisers in its app 
• “First Story,” ads in Spotlight, “Snap Star Collab Studio,” and future My AI upgrades aim to help advertisers increase reach, connect with creators, and make the most out of the platform 
• The new tools come after the social media company reported their first sales fall last quarter 

Snap just announced a new set of ad tools to help brands, advertisers, and content creators make the most out of the platform. 

New Snap Stories and Spotlight Ad Features 

“First Story” is first in the lineup. The new tool allows advertisers to reserve the first video ad between Friends Stories and let their video be the first Snapchatters see. According to the company, the feature allows them to access a potential daily reach of nearly 50 million users in the U.S., and partners such as Louis Vuitton and Warner Bros are already in on the tool. 

The social media company is also integrating ads into “Spotlight” – its version of TikTok’s vertical discovery feed. The tool will be available for advertisers globally, allowing them to tap into the app’s estimated 350 million monthly Spotlight users. 

Additionally, Snap is also launching “Snap Star Collab Studio,” a tool that makes it easier for brands to find and connect with “Snap Stars,” or the app’s most popular public figures and creators. The Collab Studio will be supported by the company’s partners – Studio71, Beeline by Brat TV, Influential and Whalar – to help both brands and Stars create and execute their sponsored Stories.  

'My AI' Upgraded for Advertisers 

Ads may also soon come to “My AI,” the chatbot feature Snap rolled out last March. According to a press release, the company is testing ways for the chatbot to provide Snapchatters with useful information, including sponsored links. “We’re in an early, experimental phase to ensure we design thoughtful, useful experiences for our community,” it added. 

The new tools were unveiled by Snap’s President of Americas Rob Wilk along with Chief Creative Officer Colleen DeCourcy during IAB’s Newfronts event, at a time when the company needs to woo advertisers to make up for its first sales fall last quarter.  

“Snapchat is all about real relationships, and where over 750 million people come every month to build connections and have fun with friends, families and their favorite creators. We’re thrilled to share at NewFronts how those real relationships drive real influence for brands as we announce new innovations and features across Stories, Spotlight, Creators, My AI and more,” Wilk explained. 

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