Snapchat is teaming up with local partner McDonald's to launch the first test of a new ad format, Promoted Places, in Australia. This new ad placement is designed to improve how Gen Z users interact with businesses on Snapchat. The app allows businesses to reach a wider audience through one of the platform's most frequently used features, the Snap Map.

Snap Map allows users to see their friends' activities, discover places around them, and learn about “Top Picks” based on community visitation trends. Promoted Places takes this experience one step further, highlighting sponsored points of interest and encouraging users to visit them. 

Research by Snap Inc. shows that marking a place as a “Top Pick” on Snap Map increases visitation rates by 17.6 percent compared to standard impressions. That presents a significant opportunity for businesses to increase local visibility and encourage user visits.