- Snapchat is rolling out Context Cards for its sponsored lenses and filters.
- These cards not only let users learn more about brands and their products, but also drive them to an action, like purchasing a movie ticket.
- Context Cards essentially turn Snapchat into a shopping vehicle and a place where brands can directly track ROI, thereby addressing one of the platform’s biggest flaws to date.
Snapchat’s augmented reality-powered lenses and filters may be some of the most creative ad products out there, but advertisers have long lamented not being able to drive returns on their investment by using them.
That is set to change, with Snapchat rolling out Context Cards for its sponsored lenses and filters.
Starting today, advertisers can add Context Cards to their lenses and filters for free, providing users more information about the lenses and filters they play with. Users can swipe up on any friend’s snap that includes a sponsored lens or filter and open up the linked website URL without leaving Snapchat.
But more importantly, Context Cards let advertisers directly track their ROI (return on investment). Until now, advertisers could use sponsored lenses and filters to track engagement: the number of people that played with them and for how long. But now, they will be able to quantify whether those filters and lenses actually drove action, such as a purchase or a click to a website.
What are context cards?
Context Cards for lenses and filters essentially turn Snapchat into a shopping vehicle and a place where brands can directly track ROI.
A film studio that runs a lens for an upcoming film, for example, could add a Context Card that links to a website selling tickets for the film. Or a makeup brand could run a filter touting a Read More Here