Snapchat to Test New Ad Formats & Roll Out Simplified App Version

Snapchat

Snapchat CEO Evan Spiegel shared updates for the platform in an employee memo. Snapchat will soon begin testing new ad types, including Sponsored Snaps and Promote Places. Sponsored Snaps will appear at the top of the chat inbox, while Promote Places will enable brands to highlight stories on the Snap Map. Additionally, Snapchat is working on providing advertisers with enhanced tools and actionable insights related to their ads.

Spiegel also mentioned that Snapchat is testing a simplified version of the app that combines Stories and Spotlight into a unified content experience with a more streamlined user interface.

Why It Matters: As Snapchat hits its 13th anniversary, it is addressing challenges related to its ad business and user experience. These new ad formats and improved insights aim to boost revenue by offering more engagement opportunities and better measurement for advertisers. The unified content experience should make the app easier to navigate, which could help with overall usage and bring in new users.