Snap launches Multi-format Delivery product for ad campaigns

snap inc launches multi-format delivery for ads - mediashotz

To allow marketers to optimise their buys with Snap and re-imagine how they approach ad-buying, the social platform is globally rolling out a new advertising product, called Multi-format Delivery.

Multi-format Delivery

Multi-format Delivery will offer brands buying on Snap the opportunity to purchase multiple advertising formats in one cohesive ad set, optimising towards a client’s central goal or objective.

The product launch will include all of Snap’s video ad formats including Snap Ads, Story Ads, Collection Ads and Commercials and will feature Snap’s camera offerings (augmented reality) by Q2 of 2022.

Snap said it continues to trail-blaze AR mainstream buying efficiencies for the market by offering self-serve AR into Multi-Format delivery by Q2.

Snap was the first platform to launch a self-serve Lens offering, followed by the first-mover launch of Snap’s Lens auction. 

In activating Multi-format Delivery, this exciting next product will allow for AR and video to optimise together – a first for the industry.

The new product will fundamentally change the way the brands and advertisers think about buying media on Snap, shifting towards a more multi product approach to drive performance. 

These improvements will lay the groundwork for a significant evolution in ad-buying perception, behaviour, and performance.

This also will enable Snap’s auction dynamics the opportunity to serve clients the best suited inventory for marketer’s price and objective.

Multi-format Delivery ad sets reporting will be broken out by ad format, so that buyers can evaluate the efficiency of each format and how it contributes to overall brand performance. 

While the core experience will remain relatively consistent, Snap has reconstructed how formats, and various campaign criteria are selected within the purchasing experience to allow for more flexibility for buyers.

By enabling Multi-format Delivery, this allows Snap’s ad ranking system to determine where best to fill inventory for the given budget, goal and selected formats. 

The product will be inherently different from single product ad sets, in that delivery and ranking will be able to determine the best inventory to fill in for the selected formats, target audience and bid.

According to Toccara Baker – Product Marketing, EMEA: “Using Multi-format Delivery brands and advertisers will be able to invest holistically on Snap with a focus on performance over ad formats. 

“This fundamental change will allow our AR formats to showcase how they work strongly with video to drive results from the same budget. 

“We are excited to offer a product that is evolving with the industry’s need to focus on business objectives and lessen media planning constraints.”