Snapchat as an Advertising Platform

This paper deals with the types of advertisements used in Snapchat and how brands utilise through examples of domestic and international campaigns. Snapchat is an instant messaging application that takes advantage of new technologies such as augmented reality, allowing brands to reach the target audience in interactive, unique and entertaining ways. Given the fact that digital advertising has now surpassed printed media and television advertising, research in this area is becoming essential. Keywords: Snapchat advertising, interactive advertising, brand sponsorships, geo-filters, snapchat lenses.