Here’s a rundown of each of the two new tools and Snap’s new partner program, which all make it easier to run ads on Snapchat, and should attract more advertisers:
Ad Manager is a self-service platform that allows brands to buy and track ads — Snap also provides a mobile version that allows users to track campaigns on-the-go. Ad Manager was announced last month and is now available. With no minimum spend, the platform should appeal especially to smaller businesses, which is important for Snap as a company that still needs to prove it can compete with incumbents Facebook and Google.
Snap Publisher is a browser-based tool that helps advertisers create campaigns for Snap’s vertical video format, and will be available in July. It helps edit and resize videos for mobile screens and will help minimize the time required to make video ads on Snap. Unlike Ad Manager, there is currently no mobile version. Snap Publisher could also appeal to smaller businesses that may not have the technology or expertise to cater ads specifically for Snap’s platform.
Snapchat Certified Partners is a program will give additional training to Snap’s top ad-tech partners, and Snap will give the partners preferential treatment when referring clients. The program has already begun helping marketers with best practices for advertising on Snap, with initial partners including PMG Worldwide, SocialCode, and Adaptly.
Nevertheless, the bolstering of Snap’s ad tool offerings could help the company further monetize its existing user base, which is especially important as its user growth has slowed.