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It's happening: as predicted, Snapchat is starting to integrate on-platform shopping. AdWeek reports that shoppable ads appeared on the app for the first time today, landing on Cosmopolitan's Discover channel.
Target and Lancome are the first brands to unveil shoppable Snapchat ads. Each ad is 10 seconds and is sandwiched in between Cosmo's article and video content.
The most impressive thing is you don't even have to exit the platform to shop. Viewers will be able to shop Lancome's new Juicy Shaker lip oil with just a swipe, and without leaving Snapchat. Meanwhile, Target's ad pulls up the site's mobile page with links to products featured in the ad.
Will shoppable ads take over Snapchat? It's certainly a market brands want to tap into: Snapchat just revealed that 10 billion videos are now viewed on the app each and every day.