• by Colin Kirkland , Yesterday

Building on its “Sponsored Snaps' offering, Snapchat is launching a new holistic ad feature designed to boost brand exposure on the social media platform by utilizing multiple placements simultaneously.

“Total Snap Takeover,” allows advertisers to show up as the first ad spot across all of Snapchat’s ad placements within the app’s Map, Chat, Camera, Stories, and Spotlight tabs, in order to expand reach while boosting impressions, brand lift and conversions.

Within Snap's main tabs, the Total Snap Takeover offering will place an advertiser's campaign within Promoted Places (Map), Sponsored Snaps (Chat), AR Lenses and Filters (Camera), Tiled Story Ads (Stories), Snap Ads, and Dynamic Product Ads (Stories, Spotlight).

According to a company announcement, the majority (97%) of users visit multiple tabs in a single session, with users in the U.S. opening the app over 30 times per day on average.

“Brand exposure through a breadth of engagements outperforms single format campaigns,” the announcement states, adding that unaided ad recall was 30% higher following exposure across multiple placement types, including Sponsored Snaps, AR and video, compared to video only.

In addition to inviting brands to take over the first ad spot across all tabs, Snapchat is also testing direct response (DR) product offerings.

“Offers” is a beta feature that integrates promotions into Snap Ads, allowing brands and retailers to include available deals directly within an ad across the Spotlight and Stories tabs.

The social media company is also attempting to boost brands’ personalized product recommendations via new Dynamic Product Ads formats, including a multi-segment option, as well as Vertical Carousel Ads and Product-Level Video Ads.