Advertisers on Snapchat can now add Context Cards to their Sponsored Lens and Sponsored Geofilter ads. These Context Cards appear when a user swipes up on the ad. When clicked on, the Context Card takes the user to a website of the advertiser's choice. Snapchat hopes that this additional traffic-driving functionality will appeal to advertisers and encourage them to use the advertising format. Context Cards can be added to Sponsored Lens and Sponsored Geofilter ads at no extra cost. They have been launched in the US only for now, although Snapchat has said that they will be rolled out to more countries next year.