Snapchat launches ecommerce ads
Snapchat has used Cosmopolitan’s Discover channel to launch shoppable ads for brands Lancome and Target. The targeted promos, which instruct users to “swipe up”, allow consumers to make purchases without leaving Snapchat, which boasts that its users watch 10bn videos per day. The app has been experimenting with similar interactive ads for several weeks, following others such as Activision, AT&T and Cookie Jar, who have all run shoppable ad campaigns.

After slowly testing more interactive ads in recent months, Snapchat is open for ecommerce. Lancome and Target started running shoppable ads today within Cosmopolitan's Discover channel—the hub of the app where media brands publish daily stories.

Like Discover's other ads, Lancome and Target's promos appear between Cosmo's articles and videos, each with a 10-second call-to-action instructing viewers to "swipe up" for more.

Copy on Target's ad reads, "New products every week." Swiping down on the screen pulls up a loading page with Target's mobile site where people can shop the products featured in the ad—like plant stands and water bottles.

Lancome's ad promotes a lip product called Juicy Shaker.