CALIFORNIA - Snapchat's new feature is set to help advertisers see returns on their investments while using Snapchat's augmented reality-powered lenses and filters.
Snapchat has introduced Context Cards which will drive sponsored content on its lenses and filters. This is seen as the first step that Snapchat has taken to monetise the format.
What are context cards?
Context Cards display information about the Snap you’re viewing powered by content from their partners like TripAdvisor, Foursquare, Michelin, and goop. Context Cards also allow advertisers to directly track their ROI (Return on Investment).
Context Cards also provide a way to take simple actions like calling for a ride with Uber or Lyft or reserving a table through OpenTable, Resy or Bookatable. They have also integrated stories into Context Cards, making it easy to see more Snaps from the places that interest you.
Before, advertisers could use sponsored lenses and filters to track engagement. Now, advertisers can add Context Cards to their lenses and filters for free and see if it drove action, such as a purchase or a click to their website.
How it works:
1. Users can swipe up on any friend's snap that includes a sponsored lens or filter.
2. Open up the linked website URL without leaving Snapchat.
For example,the first brand to run a context card was reported to be, Entertainment company Lionsgate.
The Lionsgate Context Card which leads to the film Wonder's ticket booking.
The company is attaching a Context Card to a lens for its upcoming film, Wonder.
Users can go to the snap, swipe up on the Context Card and it will lead to a URL where they can insert their location, view screening times and purchase tickets.