Snapchat is joining in two of the biggest trends among social networks—video ads and direct-response marketing. But it’s putting its own spin on each.

Snapchat has rolled out a video ad unit called 3V advertising—which stands for video, vertical and views—that consists of vertically-oriented videos produced for mobile devices. The videos take up a user’s full screen. By taking up the full screen, the platform aims to ensure that the advertiser has the consumer’s complete attention.

“3V advertising is special because it’s built from the ground up for mobile, just like everything else on Snapchat,” says Evan Spiegal, “That means when you watch a video on Snapchat, it is cut vertically to fill the full screen.”

The platform lets marketers target consumers in a “way that promotes the privacy of Snapchatters,” according to a post on its site. There are four ways a marketer can target consumers: via Live Story program, which let users at the same event contribute snaps to the same story, via Discover Channel, which allows media companies like CNN and ESPN to program their own channel, as well as based on their location and/or gender.

For example, an advertiser could target female consumers based in Chicago who are watching the Cosmopolitan Discover Channel. But it doesn’t let a marketer fine-tune the targeting based on consumers’ interests, connections or email addresses, like Facebook and Twitter offer.

Meanwhile, shopping-oriented search engine ShopStyle is attempting to figure out how to drive sales from the platform. ShopStyle is working with five influential bloggers and e-retailer FarFetch to try to lead shoppers to buy on the ShopStyle.com.

Each Snapchat story that is part of the campaign will feature a caption that includes a link to the search engine’s Shop Snapchat landing page, snap.shopstyle.com. But because there are no live links on the platform, a user has to leave the platform to visit the landing page.