Most Snapchat Discover Ads Are Either Interactive or Direct Response

According to a three-week study by Adweek, advertisers on Snapchat are buying into the platform’s pitch for direct-response ads. The ad format—which helps direct users to brands’ websites, app installs and longer videos—was used by 68 percent of the observed campaigns. By prompting users to take action, the format encourages engagement and challenges brands to think more creatively about the content they serve.