Snapchat Ads

Full-screen vertical video and augmented reality for an audience concentrated in the 13 to 34 range. Snap's reach among teenagers and young adults in the US, UK, and several other markets is difficult to replicate elsewhere.

Where ads run

• Stories (between friends' and publishers' Stories)
• Spotlight (short video feed)
• Discover (publisher content)
• AR Lenses and Filters
• Snap Map

Campaign types

• Awareness and engagement
• Traffic
• Leads
• App installs and app conversions
• Sales (conversions and catalog sales)

Targeting

• Lifestyle and interest categories
• Demographics, location, device, OS, carrier
• Custom Audiences: lists, pixel, app, engagement, Lens engagement
• Lookalike Audiences
• Third-party segments via partners

Buying

Auction-based; billed by impression or by goal-based bidding on swipes, installs, purchases, and other events. Lenses and takeovers are available as reservation. Minimum daily budget is $5.

Measurement

Snap Pixel and Conversions API; MMP integrations for apps; conversion lift and brand lift studies; the Snap Ad Library is public.

Watch

AR Lenses remain the format nobody else offers at comparable scale and are worth a test for any brand with a product that can be tried on or placed. Otherwise the platform behaves like a smaller Meta with a younger audience and lower CPMs, and shares creative easily with Reels and TikTok.

Documentation

https://businesshelp.snapchat.com/

See also: benchmarks for typical costs, and the glossary for any term used above.