Snapchat запустил новый формат рекламы для фармкомпаний с расширенными ссылками

Snapchat has announced a new ad format designed for pharma brands, which attempts to both utilize trends for its user base and help brands comply with regulatory Rx ad requirements.  According to Snap, 95% of the platform’s 971 million global users express an “active interest” in health and wellness topics. With the introduction of “multi-CTA attachments,” Snap wants U.S. pharma marketers to tap into these conversations by promoting ads that include more information about the product in question. With industry regulations tied to Rx campaigns on social media, Snap’s multi-CTA attachment format is also designed to help pharma brands run safer, compliant in-feed promotions.  advertisement advertisement “Many campaigns require links to critical information such as safety guides accessible within one click from the ad,” Snap’s announcement notes. “Every patient, caregiver, and healthcare professional may need different resources depending on where they are in their healthcare journey,” the announcement adds. “This is why marketers often need more than a single click-out to run branded campaigns.”  Per the launch, pharma brands can integrate up to three disclaimer CTAs alongside a primary CTA across Snap Ads, Story Ads, Commercials, and, by the end of 2026, Sponsored Snaps.  The updated pharma ads include smaller text links below the primary ad, allowing users to gather more information about medications and health services by tapping through the disclaimers without leaving the Snapchat feed.