Snapchat introduces Context Cards to show more info to the user

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Snapchat introduced a feature on Tuesday that gives you information about the location of Snaps shared in public Stories, marking a fundamental shift to making its ephemeral videos more interactive. Snap Inc. only managed to increase its user numbers by 7 million, in the last quarter ending June, to 173 million daily users, which sees the app trailing significantly behind Facebook's Instagram Stories and WhatsApp Status, which have each attracted 250 million daily users.

"The firm's longer-term investment thesis remains predicated on the following: "(1) we believe SNAP shares at current levels are now exhibiting asymmetric risk/reward to the upside, with downside risk of ~6% in our Grey Sky scenario and upside potential of ~39% to our target, (2) it is a scarce asset that offers advertisers access to a coveted younger demographic; and (3) Snap is a margin expansion story with revenue CAGR exceeding cost of sales CAGR".

For any of these Snaps, you will see the word "More" at the bottom of the Snap.

The feature is rolling out to users in Australia, Canada, New Zealand, the United Kingdom and the US.

Context Cards won't appear in every Snap. The additional information about local surroundings opens up another channel for businesses to reach Snapchat users during mobile moments, similar to online review sites like Yelp or partner Foursquare.

Without the need to leave the Snapchat app, you can make a restaurant reservation from the Context Card by simply tapping on the OpenTable, Resy or Bookatable option.

Snapchat plans to expand the feature to include new partners and additional business information as the company learns how users are using the cards, according to a Snap Inc. spokesperson. While getting to your reservation or a specific venue is easily done by tapping either the Uber or Lyft option and booking a ride. They work in your regular Snaps and Snapchat Stories, and they're aiming to bring on more partners to beef it up as it gets more popular. (NYSE:SNAP) in a research report sent to investors on Sunday morning.

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