Snapchat Introduces ‘Context Cards’ With More Ad Data
Snapchat introduced “Context Cards,” which provide background information and calls to action on certain snaps, in a bid that could ultimately increase time spent on the platform and meaningfully generate more user data for advertisers.
Context cards will be accessible through snaps that are tagged with a business-specific filter. Additionally, the feature will be on snaps posted on Snap Map and on an “Our Story,” which are Snapchat-curated public collections of user snaps. Users can swipe up on these snaps, where contextual information is available, to see things like business reviews and phone numbers, as well as make a restaurant reservation or call a ride-hailing service. Initial partners integrating include Foursquare, Uber, Lyft, TripAdvisor, and OpenTable, and Snapchat plans on onboarding more partners.
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