SnapChat launches advanced pixel targeting, collection ads, and product feed/catalogs

SnapChat this week launched 3 new features to enable retail advertisers to scale their campaigns and spend more on shopping ads. SnapChat says users using SnapChat bought 20% more gifts than the average non-Snapchatter on last year Black Friday weekend.

Here the 3 new features available on SnapChat for retail advertisers:

Collection Ads

In October, SnapChat will make available collection ads to all advertisers through Snapchat’s self-serve buying tool. Collection ads is a shoppable format, a new made-for-commerce ad unit that allows brands to feature a series of products that users can tap to get more details. SnapChat says that in an initial testing, eBay saw a 5x higher engagement rate with collection ads compared to standard snap ads featuring the same products.

Product Catalogs

Via product feeds, advertisers can scale and automate ad creation for Snapchat campaigns. Product feeds contain all the relevant product information of an eCommerce website, such as image, price, color etc. This ‘library’ of assets can be used to automatically create a number of Product Ads – Story Ads, Snap Ads, and the new Collection Ads – through brand new templates in Ads Manager.

Advanced Pixel Targeting 

Advertisers can now create audiences based on more specific actions that visitors take on their site, such as when they browse certain product categories (like shoes), instead of any part of their site.