Snap Inc. Launches Snap Publisher Worldwide

At Cannes in 2015 Snapchat announced Snap Ads; a new, full-screen, vertical video ad format that played with sound. Before Snap Ads mobile advertising was dominated by still images, and even now, in a mobile age, mobile ads are dominated by horizontal, sound-off, subtitled ads that appear in a newsfeed competing for a user's attention with posts from friends and publishers.

Snap Ads are proven to drive great results (across Q1 in the US Snap Ads drove 1.6x Millward Brown’s norms for brand favourability and 1.5x norms for intent to take an action) but Snapchat recognised that creating Snap Ads took time and resources for advertisers of all sizes — both SMBs and larger advertisers, brand and DR buyers alike.

Starting today, anyone can access Snap Publisher, a Snap-built tool for advertisers, and create Snap Ads in minutes — right from within Snapchat Ad Manager.Part ‘Final Cut’ and part ‘After Effects’, Snap Publisher is a browser-based tool that lets advertisers easily edit and animate Snap Ads without the need for costly video editing software.

Snap Publisher can:

Convert horizontal video into a Snap Ad

Enhance videos with design elements such as text, images, and animations

Generate multiple variations of a Snap Ad

Provide extensive templates aligned with Snap Ads best practices

Turn a website into a Snap Ad

Snap Publisher is accessible directly within Snapchat Ad Manager, meaning advertisers can now create, launch, and optimise Snap Ads from a single workflow. This is unique. Other large platforms have creation tools geared towards creative experts and agencies — rather than being fast/easy — as separate tools away from their ad buying flow requiring approvals. Snap Publisher also has a key differentiator from other ad creation tools: it uses computer vision to detect when a video switches scenes, and allows users to quickly and automatically cut the video with these scene changes or select just a single scene for the ad.

All Snap Ads are reviewed by Snap to ensure quality before going live. Snap Ads with poor creative will see worse performance and higher costs in the auction, helping weed them out. (Context: Snap Ads are sold via our auction. Major platform’s auction-based ad systems typically rewards creative that performs well. This is true for Snapchat's auction as well.)