Snapchat looks to attract more marketers with in-app gaming, AR and third-party apps

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 08, 2019, 5:00 PM UTC

Advertisers have struggled to understand Snapchat’s product and look past its audience growth challenges.

At its first Partner Summit Snapchat announced new features like in-app gaming, augmented reality, and an option for people to cross-post their Snapchat Stories on third-party apps like Tinder and Houseparty as it looks to get people to spend more time on the app.

LA-based platform has been struggling in digital ad space because advertisers are struggling to understand youth-focussed app and have concerns over its stagnant user base. The new changes could help Snapchat extend its audience network beyond its 186 million daily users.

Snap is yet to make pitches to advertisers but questions remain about its ability to serve ads in third-party apps. It is also still unclear whether Snap will offer tools which let advertisers have control over where their ads may appear.

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