Snapchat’s New Dynamic Advertisements

Snapchat announced a new form of advertising on their app called dynamic ads to attract direct-to-

consumer and retail brands. On the app, dynamic ads can be created by advertisers in real-time

using templates. These templates are designed for mobile devices that allow the advertiser to sync a

product catalog which will help them save time. Snapchat introduced dynamic ads because retailers

are turning to Snapchat for advertising due to overcrowded advertising on Instagram. Unlike

Instagram, Snapchat can offer a cheaper, lower saturated environment. Along with these positive

elements, the new dynamic ads will be simpler and easier to build campaigns that don’t need

constant updating or monitoring. A negative component of using the templates by Snapchat is

brands risk having advertisements that are bland or don’t stand out. Because of this, Snapchat

allows advertisers to promote one product across five different templates. 

I think that Snapchat is filling a need gap for easy advertisement, especially for small e-commerce

businesses. Along with this, I think they will have no problem attracting brands to advertise on their

app because they interact with the millennial and Gen Z audience well. Snapchat claims that their

app reaches to more than 90% of 13-24 year-old in the United States. Because these people are so

engaged with the app, this gives advertisers even more of an opportunity to influence users. With the

ease of advertising templates and the wide audience Snapchat reaches, I believe that the app will be

a vital tool for many direct-to-consumer and retail brands.