Snapchat is allowing marketers to purchase sequenced messaging in its Discover channel, as the advertising industry continues its move away from "spray and pray" formats. The new feature allows advertisers to buy messages that are based on a specific topic or topic, such as travel, food, pets, sports or travel. Snapchat's decision allows advertisers to be more imaginative with a 30-second slot, engaging customers with a more creative, relevant narrative.
Snapchat is allowing marketers to purchase sequenced messaging in its Discover channel, as the advertising industry continues its move away from "spray and pray" formats. According to a survey by Refinery29, Adaptly and Facebook, view-through rates for sequenced ads rose 87%, while opt-in rates for email subscriptions were up by 56% for marketers using sequenced ads. Snapchat's decision allows advertisers to be more imaginative with a 30-second slot, engaging customers with a more creative, relevant narrative.