The social media messaging network Snapchat has launched shoppable e-Commerce ads with Target and L’Oreal Group-owned cosmetics company Lancôme. The two retail brands will integrate these ads within Cosmopolitan magazine’s Discover channel, a hub where media brands publish daily content.
Both Target and Lancôme will feature 10-second interactive promotions between Cosmopolitan’s articles and videos that will encourage users to “swipe up” in order to get more information. The ads will link to an in-app Internet browser that will give users the ability to shop for products featured in the promotion on their mobile devices.
These “swipe-and-buy” ads are Snapchat’s newest capability aimed at monetizing its platform, which boasts more than 100 million daily users viewing a total of up to 10 billion videos daily. The platform has also rolled out Snapcash, a money transfer service, and additional advertising options. Retailers such as Chanel, Michael Kors and Burberry have all run campaigns on the platform, but Target and Lancôme are the first to add shopping capabilities.