Snapchat owner Snap, which features a camera as the first thing people see when they open the app, “is rolling out a new type of ad inside the camera: direct response ads, or ads that drive people to complete a specific action, like an app download or a product purchase,” Recode reports.
“They’re the kind of ads that are huge on Facebook, and Snap already offers a version of these ads in other parts of the app, like alongside publisher content inside its Discover section,” the report notes. “But now it’s putting them right smack dab in the camera. When users pull up a sponsored lens — the face masks that transform people’s selfies into things like a zombie or a taco — advertisers can add a ‘call to action’ button right above the app’s record button. The ads will include prompts like ‘Shop Now’ or ‘Install Now,’ depending on the advertiser’s goal.”
The report notes that Snapchat has been selling face filter ads for several years, but the ads have been geared toward big-brand advertisers.
“Adding these new direct response calls should make the ads more appealing to advertisers that want more specific outcomes,” Recode notes. “It’s also Snapchat’s most obvious effort yet to make money off users’ cameras. Most of the sponsored lens ads look and feel native — sometimes you can’t even tell you are using an ad for your selfie. These new buttons look like an ad right off the bat.”