#3: Snapchat Rolls Out New “Promoted Places” Ad Format in Australia

Snapchat has rolled out its first Australian trial of "Promoted Places," a new advertising feature on Snap Map, in collaboration with McDonald's.

This feature allows advertisers to highlight sponsored locations on Snap Map, aiming to increase visibility among Snapchat's predominantly Gen Z user base. Snapchat’s latest Australian audience update tallies 8M monthly active users, 55% of whom are aged under 25 - a stalwart platform for Generation Z.?

Ryan Ferguson, Snap Inc.'s Managing Director for Australia and New Zealand, noted that designating locations as "Top Picks" typically results in a 17.6% increase in visits from frequent Snapchat users. McDonald's National Media Manager, Martin Newman, expressed enthusiasm about the partnership, emphasizing its potential to engage younger customers exploring their local areas.

This strategic move reflects a broader industry trend toward integrating native advertising into user-centric platforms to enhance engagement.

Source: AdNews AU