Snapchat announced a new ad option for pharma marketers on Tuesday. The addition will let pharma advertisers include product disclosure links in their ads, making it easier for users to get more information directly from the in-feed display.
The new pharma ads on Snapchat will support multi-CTA attachments for health and safety notes, providing more context from the promotion.
As shown in this example, Snapchat’s updated pharma ads will include smaller text links below the main ad, so users can tap through on the disclaimers.
As explained by Snapchat: “Every patient, caregiver, and healthcare professional may need different resources depending on where they are in their healthcare journey. This is why marketers often need more than a single click-out to run branded campaigns. In addition to the primary brand destination, many campaigns require links to critical information such as safety guides accessible within one click from the ad.”
By providing multiple links in these ads, Snapchat can cater to this and make it easier for these advertisers to present all key information.
“Brands can configure up to three disclaimer CTAs alongside a primary CTA, helping unlock more compliant campaign setups across Snap Ads, Story Ads, Commercials, and, later this year, Sponsored Snaps,” Snapchat said.
Snapchat added that the updated pharma ads format will ensure that pharma brands remain compliant in regards to required disclosures, while also letting them connect with Snapchat users, who are often looking for health advice.
Indeed, Snapchat said that 95% of its users have expressed an interest in health and wellness content.
Providing more options for information linked directly to pharma ads could make Snapchat a more viable, valuable platform for the pharma sector.
