Snap unveiled a slew of new products for users, developers, and creators at the company’s first-ever Partner Summit last week:
This is an excerpt from a story delivered exclusively to Business Insider Intelligence Digital Media Briefing subscribers. To receive the full story plus other insights each morning,Snap unveiled a slew of new products for users, developers, and creators at the company's first-ever Partner Summit last Thursday — including an
in-app gaming platform called Snap Games, a new ad network called Snap Audience Network, and a new slate of original shows as part of its Snapchat Originals premium video push.The new features could help Snapchat capture more time and attention from its present user base and boost its appeal to advertisers.The in-app gaming platform will feature original games that will be available only on Snapchat, and only through group chats.
By combining messaging and mobile gaming, Snap is laying the groundwork for the app to increasingly become a"" or"third place" where Snapchat users will go to not only send each other snaps or passively engage with media content on Discover, but also hang out with friends in fun, virtual settings.
Snap likely hopes that the promise of greater reach will attract more advertisers to the platform, and help it rapidly scale the number of advertisers and ad dollars flowing to the platform. That could include smaller brands that might not have the resources to devote to ad sales at scale. Targeting SMBs with more open ad products could fuel more significant advertiser uptake. For example, Snap successfully lured a greater number of smaller advertisers when it opened its self-serve platform in May 2017. And Facebook, which has had its own Audience Network since 2014, now hasOriginal video content.
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