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Snapchat launches ‘instant’ tool for creating vertical ads

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Snapchat is hoping to attract new advertisers (and make advertising easier for the ones already on the platform) with the launch of a new tool called Instant Create.

Some of these potential advertisers may not be used to creating ads in the smartphone-friendly vertical format that Snapchat has popularized, so Instant Create is to designed to make the process as simple as possible.

Executives at parent organization Snap  discussed the tool during last week’s earnings call (in which the company reported that its daily active users increased to 203 million).

“Just this month we started testing our new Instant Create on-boarding flow, which generates ads for businesses in three simple steps from their existing assets, be it their app or their ecommerce storefront,” said CEO Evan Spiegel.

Now the product is moving from testing to availability for all advertisers using Snapchat’s self-serve Ads Manager.

Those three steps that Spiegel mentioned involve identifying the objective of a campaign (website visits, app installs or app visits), entering you website address and finalizing you audience targeting.

You can upload your creative assets if you want, but that’s not required since Instant Create will also import images from your website. And Snap notes that you won’t need to do any real design work, because there’s “a streamlined ad creation flow that leverages our most popular templates and simplified ad detail options, enabling you to publish engaging creative without additional design resources.”

The goal is to make Snapchat advertisers accessible to smaller advertisers who may not have the time or resources to try to understand new ad formats. After all, on that same earnings call, Chief Business Officer Jeremi Gorman said, “We believe the single biggest driver for our revenue in the short to medium term will be increasing the number of active advertisers using Snapchat.”

Instant Create is currently focused Snapchat’s main ad format, Snap Ads. You can read more in the company’s blog post.

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