Snapchat has made its Story Ads available in the Discover section programmatically via its self-serve Ads Manager.
Story Ads launched in November 2017 and were originally called Promoted Stories. These Promoted Stories were sold as untargeted national takeovers, where brands purchased a fixed slot near the top of the Discover feed. The ad format was launched with British online fashion store ASOS and US TV network HBO.
Now, with Story Ads, advertisers can utilise advanced targeting and auction-based pricing, and can choose to appear anywhere in the Discover feed – in order to reach the right users at the right time.
Each Story Ad is made up of between three and 10 Snap Ads, which can tell the brand’s story and/or have an option to swipe up to view a product site, video, or app install.
Last week, it was revealed that Snapchat would begin testing non-skippable six-second ads called Commercials on its TV-like content.