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Digital Ads Playbook

Snapchat Ads

In Depth Assessment

While many may be unfamiliar with this platform, it’s estimated that Snapchat has over 100 million active users, and about 50% of those are under the age of 25. Snapchat is definitely a platform that’s catered to that young audience with an emphasis on photo and video sharing with friends. The platform also has short- and long-form content, usually around pop culture or sports, from publishers like NBC News, People, and iHeart Radio. Snapchat Ads allows you to serve a variety of different types of content, like static graphics and videos to users watching their friends’ Snap Stories (similar to Instagram Stories), shorter non-skippable commercials for users viewing longer form video content, multi-frame Story ads, and targeted filters or augmented reality lenses that users might use on a selfie sent to a friend.

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Quick Facts

Snapchat Ads
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Skill Level Needed to Buy Ads

Newbie Friendly

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Typically Managed By

Communications & Digital Staff, Ad Agencies

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Notable Targeting Capabilities

  • Demographic targeting
  • Geotargeting
  • Behavioral targeting
  • Retargeting
  • Custom list audience
  • Lookalike audience
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Available Creative Formats

  • Videos (6s, 15s, 30s, 60s, 60s+)
  • Static Graphics
  • Gifs
  • Platform-specific creatives (ie: Story Ads, Filters/Augmented Reality (AR) Lenses)

Additional Resources

Snap Political Ads Library Ad Specs Snapchat Ad Mockup Tool Snap Focus Snap Political & Advocacy Advertising Policies Political and Advocacy Ad Guidelines Snap Pixel Helper

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