Snapchat has begun the first Australian test of a new ad placement, Promoted Places, with local launch partner McDonald’s.
The new placements aims to help advertisers expand their reach with the Gen Z Snapchat community through one of the most widely used parts of the platform, the Snap Map.
Promoted Places will highlight sponsored places of interest on the Snap Map.
Snap Inc. managing director of Australia and New Zealand Ryan Ferguson said Snap has found that marking Places as “Top Picks” drives a typical visitation lift of 17.6% for frequent Snapchat users relative to those shown a place without an annotation.
"This drives business exposure and incremental visitation to their locations," Ferguson said.
“With more than 350M Snapchatters worldwide using the Snap Map every month, Promoted Places will give advertisers the ability to reach incremental customers, gain visibility and engage with users in a new, local, and innovative way.
"We’re excited to see the impact this has for McDonald’s and future partners."
How a McDonald's ad would display on Snap Map.
McDonald’s national media manager Martin Newman said McDonald's is thrilled to partner with Snap Inc. for the first Australian test of Promoted Places.
"We're always looking for innovative ways to engage with our customers and reach new audiences," Newman said.
"This integration with Snap Map allows us to connect with the Snapchat community, and especially Gen Z, in a relevant way, highlighting our restaurants to those exploring their local area and looking for their next McDonald's experience.
"We think Aussie Snapchatters will love looking out for the iconic Golden Arches on the Snap Map."
OMD Australia managing partner Emily Bosler said the agency believes in finding the right platforms and formats to tell clients' stories.
"For McDonald's, reaching Gen Z is a priority, and exploring innovative solutions like Promoted Places on Snap Map allows us to engage this audience within a contextually relevant environment,"
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