Snapchat Introduces Multi-Format Ad Placements to Increase Reach and Engagement

With the launch of its new 'Multiple Formats' delivery option this week, Snapchat now allows advertisers to combine multiple video ad formats into a single ad set.

According to Snap:

“Multi-Format delivery will offer brands buying on Snap the opportunity to purchase multiple advertising formats in one cohesive ad set, optimizing towards clients 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.”

You'll now see a new 'Multiple Formats Ad Set' option under your Snap Ads set up, as seen in this example, which will allow you to combine different creative options throughout Snap's suite.

Snap's automated placement capabilities will be better equipped to help enhance ad response, and you'll be able to manage your Snap campaigns more efficiently by storing your creative elements in a single ad package.

Naturally, this reduces some control and visibility into certain parts, while also increasing the reliance on Snap's automated placements. However, it could also give more helpful choices, and may likely deliver greater outcomes based on broader placement and exposure capacity, particularly for brand awareness efforts.

The new Multi-Format delivery option will be available starting this week, with AR placement coming in Q2 of next year.