Snap is launching an Audience Network to extend the reach of ads beyond its own platform — and it could be the answer to its plateauing user base (SNAP)

• Snap is launching the Snap Audience Network, an ad network that allows advertisers to take their ads beyond Snapchat to other third-party mobile apps so they can get more reach for their Snap campaigns. 
• Media buyers see the move as a way around Snap's plateauing user base but also wonder if Snap's ads will translate well to other platforms.
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LOS ANGELES, Calif. — Brands will soon be able to run their Snap ads beyond Snapchat.

The company is launching the Snap Audience Network, an ad network that extends its full-screen mobile ad format, Snap Ads, to other apps, giving advertisers more reach for their Snap campaigns.

The company announced the network at its first Partner Summit for content and developer partners in Los Angeles.

The Snap Audience Network also lets third-party developers and publishers monetize their own apps. Starting today, developers can apply to access Snap's Ad Software Development Kit (SDK) at SnapKit.com. The program will launch with iOS integrations to start and be available in the US only. 

"The Snap Audience Network is designed to bring our popular mobile ad format, Snap Ads, to third-party apps," said Ben Schwerin, VP of Partnerships at Snap. "This will help our partners grow and offer advertisers new ways to reach the Snapchat community."

Advertisers see the move as an answer to Snap's plateauing user base

With its Audience Network, Snap follows in the footsteps of other platforms, including Facebook and Twitter. The Facebook Audience Network launched in 2014 while the Twitter Audience Platform launched in 2016.

Snap has struggled to grow its user base, which has limited its appeal with advertisers, and the network is a way to address this issue, said Mike Dossett, VP and director of digital strategy at RPA.

"It begins to solve the pressing problem of slowing user growth and associated revenue potential," Dossett said.

Advertisers who have been concerned about Snap's footprint would now be willing to spend more, which would drive higher revenue for Snap, agreed Meghan Myszkowski, VP of social activation at Essence, North America.

"If they can expand the reach, and still drive accuracy with targeting as well as solid metrics, I think it's worth a very critical eye towards deeper advertising investment," she said.

But one ad buyer said that while Snapchat's vertical format has become ubiquitous, the Snap Ads creative may not translate well to other apps. 

"I worry about the ad experience, since Snapchat itself is so specific compared to other platforms, which might require an advertiser to have an ad experience for Snapchat and a different one for the Audience Network," he said.

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