Snap's 'Multi-format Delivery' To Enable Purchase Of Its Video Formats In One Adv Set

To allow marketers to optimise their buys with Snap and reimagine how they approach ad-buying, Snap is globally rolling out a new advertising product, Multi-format Delivery.

Launched on November 16, multi-format delivery will offer brands buying on Snap the opportunity to purchase multiple advertising formats in one cohesive ad set, optimising towards clients' central goal or objective. 

The product launch includes all of Snap’s video ad formats including Snap Ads, Story Ads, Collection Ads and Commercials and will feature Snap’s camera offerings (augmented reality) by Q2 of 2022. 

By bringing self-serve AR into multi-format delivery in Q1, Snap continues to trailblaze AR mainstream buying efficiencies for the market.

Snap was the first platform to launch a self-serve Lens offering, followed by the first-mover launch of Snap’s Lens auction. In activating Multi-format delivery, this exciting next product will allow for AR and video to optimise together - a first for the industry  The new product will fundamentally change the way the brands and advertisers think about buying media on Snap, shifting towards a more multi-product approach to drive performance. These improvements will lay the groundwork for a significant evolution in ad-buying perception, behavior, and performance. This also will enable Snap’s auction dynamics the opportunity to serve clients the best-suited inventory for the marketer’s price and objective. 

Multi-format delivery ad sets reporting will be broken out by ad format so that buyers can evaluate the efficiency of each format and how it contributes to overall brand performance. While the core experience will remain relatively consistent, Snap has reconstructed how formats and various campaign criteria are selected within the purchasing experience to allow for more flexibility for buyers. 

The product will be inherently different from single product ad sets, in that delivery and ranking will be able to determine the best inventory to fill in for the selected formats, goal, target audience, and bid.