Asos and HBO trial new Snapchat promoted stories with Black Friday campaigns

Asos and HBO have launched campaigns that take Snapchat's newly-introduced promoted stories ad format for a spin.

Running in the UK and France, Asos' campaign aims to keep the online retailer top-of-mind during the Christmas party season. Its story spotlights a series of "night-out-worthy" looks encouraging shopping over the Black Friday weekend. 

In the US, HBO is running a promoted story highlighting the reasons why you should stay inside this Black Friday, and linking to free episodes of Game of Thrones, Insecure and Westworld.

"Our advertising partners have been asking for ways to tell deeper stories on mobile and promoted stories offer marketers access to the same stories format used by our community, combined with the reach and placement enjoyed by publishers on the app," Peter Sellis, director, revenue product for Snap Inc, said. 

What is a promoted story?

The new format consists of three to ten Snaps that auto-play to tell a longform story. The format is fullscreen with sound on and are currently purchased as one-day takeovers by country.

Advertisers can opt to have their promoted story look either like a publisher story or a user story. Each Snap can offer a "swipe up" to view a website, article, or app install, and the tile and Snaps feature an "Ad" mark.

Buyers will receive measurement data that includes total tile impressions, total story opens, earned impressions, unique impressions, conversions, and eCPM.

Snapchat confirmed that it is redesigning its app but this ad format will "continue to have prominent placement". 

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