In Brief

Target and Lancome are among the first to offer shoppable Snapchat ads

Just a few months after Cosmopolitan editor and Snapchat board member Joanna Coles talked about the social media app’s soon-to-come e-commerce capabilities, Snapchat released 10-second call-to-action ads within Cosmopolitan magazine’s Discover channel. Target and Lancôme are the first brands to run promotions on the channel.

Target’s ad gives consumers the option to buy plant stands, water bottles and other items featured in the video, while Lancôme’s promotes its new Juicy Shaker lip product using a similar user experience. Users can swipe up on the ads for additional content, but the most impressive aspect of the experience is not having to exit the platform to shop. This effort joins the money transfer service Snapcash as the latest effort to monetize the platform, along with a growing range of advertising options.

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