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From the Digital Experts: An essential bite-size guide to the acronyms and underpinning of modern digital advertising. DEMYSTIFY DIGITAL SNAPCHAT ADS POWERED BY

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Page 1: Demystify Digital - Episode 4 - Snapchat...DEMYSTIFY DIGITAL: DECODING THE TERM S Retargeting Targeting users who have performed an action in the past, who may therefore be more likely

From the Digital Experts: An essential bite-size guide to theacronyms and underpinning of modern digital advertising. DEMYSTIFY D IG ITAL

SNAPCHAT ADS

P O W E R E D B Y

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1 Snap Stats

2 The basics

3 Snapchat Users

4 Snap Maps

5 Why advertise on Snapchat?

6 Share of screen

7 Advert format

8 Audience targeting

9 Audience match

10 Does it work forrecruitment?

11 Demystify Digital:Decoding the terms

CONTENTS

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SNAP STATS

DEMYSTIFY DIGITAL

Launched in 2011, Snapchat is one of the most popular social appsof today.

300 million active users 1 billion snaps created every day 25 - 30 minutes is the average time spent on Snapchat everyday

1.

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2.THE BASICS

DEMYSTIFY DIGITAL

Share photos, videos and chat with your friends. Snapchat provides photo and video filters that are updated on a regular basis.

On top of this, we can create custom branded Snapchat geofilters.

Use these for an event, special offer or to build brand awareness.

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DEMYSTIFY DIGITAL DEMYSTIFY DIGITAL

Daily active users

SNAPCHAT USERS

71MILLION

3.

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4.

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Snap Map is a brand-new addition to Snapchat. Here you can view Snaps submitted to the ‘Our Story’ feature from all over the world. This includes sports events, celebrations, breaking news and more.

With Snap Maps, people can share their location in real-time.

SNAPMAP

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DEMYSTIFY DIGITAL

On average Snap Ads delivered over 2x the lift in purchase intent.

Snap Ads also deliver a significantly higher emotional response from users. People feel more connected to brands and are much more likely to convert or apply for roles.

WHY ADVERTISEON SNAPCHAT?

5.

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Snapchat ads command significantly more visual attention than ads on other platforms: Facebook - 30% Instagram - 46% YouTube - 60% Snapchat - 78% TV - 83%

6.

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SHARE OFSCREEN

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7.

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ADVERT FORMATS

Snap Ads.10 second vertical full-screenVideo advert

Long Form Video.Swipe up to view extendedvideo content

Web View.Swipe up to view an instantly loaded webpage

App install.Swipe up to access the app store

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8.

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Our technology allows us to target users based on the following: Age Gender Geography Mobile Operating System Activities and Sports Lifestyle and Hobbies Music News and Entertainment

AUDIENCE TARGETING

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As well as targeting users on their likes and activities, we can target people using: Match targeting. Target users from a specific email list or CRM database

Look-a-like targeting. This enables us to target users who have similar online profiles to people that have converted or shown an interest previously

Exclusion targeting. Target only new subscribers

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AUDIENCE MATCH

9.

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10.

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DOES IT WORK FORRECRUITMENT?To be frank, it depends on the needs of the company andthe auidence.

In a world-first, McDonald’s Australia has launched a ‘Snaplications’ campaign. This is a one of a kind Snapchat Lens that enables Snapchatters to apply for a job‘in a snap’.

Snaplications, which went live in April 2017, is a Snapchat filter that lets people put on a virtual McDonald’s hat and name tag. McDonald’s have reported to hire around 125,000 people through advertising on Snapchat.

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Every trade and profession has a language of its own. Whether you call them power words, marketing spiel or buzzwords, the whole meaning is long-winded and often confusing.

When it comes to digital, often you need to decode the terms to understand the data grit.

Term

Ad Rank A value that’s based on a combination of your bid amount, Quality Score and the expected impact from your ad extensions. Your Ad Rank determines your ad position

Behavioural Targeting past browsing behaviours

Clicks The amount of times your ad is clicked on

Contextual Targeting

Information on the contents of the webpage that a user is viewing upon ad call, usually used for ad targeting. For example, if the user is viewing a newspaper article about travel, an airline may wish to display on that page

Conversions A conversion is when someone applies for something or

Conversion Pixelad, registering, making a purchase, or completing another action. Advertisers can place conversion pixels on a landing page, registration page, checkout pages, or elsewhere to track conversions

Conversion Rate Conversion rate tells you how often, on average, an interaction leads to a conversion. This is calculated by: Total conversions/total clicks or interactions

Converted Clicks The total amount of converted clicks

DEMYSTIFY DIGITAL: DECODING THE TERMSAt Crunch we get this, so to assist your clients, we’ve put together this useful digital decoder to demystify digital.

DEMYSTIFY DIGITAL

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Cookiebrowser and then sent back unchanged by the client each time it accesses that server. HTTP cookies are used for authenticating, session tracking, and storing information

habits. Advertisers often use cookies to track the number and frequency of advertisements that have been shown.

Cost Per Conversion

The average cost per conversion is how much you have paid on average per conversion. IT is calculated by: Cost/total conversions

CPA Cost per action/acquisition. A payment model in which advertisers pay for every action, such as a sale or registration, completed as a result of a visitor clicking on their advertisement. Note that an “acquisition” is the same as a “conversion”

CPC Cost Per Click is the average amount that a clicks costs. This is calculated by: Total Cost/Clicks

CPM Cost Per 1000 Impressions is the average amount you have been charged for 1,000 impressions.

Creative The actual graphical advertisement itself. Common creative formats include GIF, JPEG, JavaScript, HTML, and Flash

CTR Click Through Rate is the rate at which your ad is clicked as a percentage. This is calculated by: Clicks/impressions

Frequency The act of limiting, or “capping” how often a particular creative can be served to a user. For example, an advertiser might use frequency capping to ensure that an ad could be shown to the same user no more than three times per 24 hours

DEMYSTIFY DIGITAL: DECODING THE TERMSGoogle Display Network

Includes a collection of sites that partner with Google, and Google sites such as YouTube and Gmail

Google Search Network

Includes a collection of sites that display Google search results including Google Search, Images, Maps, Shopping, Groups, and sites that partner with Google as search partners

Impressions The amount of times your ad is seen

In-banner Video In-banner video is a type of creative played in a standard banner rather than in a video player. Any banner placement may accommodate an in-banner video creative, if allowed by the publisher

In-stream Video In-stream video is a type of creative played in video players on Web pages. This creative type uses VAST XML to ensure proper rendering in players and are shown before, in the middle of, or after other video content

Interactive Advertising Bureau (IAB)

An online ad industry association focused on the growth of the interactive advertising marketplace whose stated goal is to educate “marketers, agencies, media companies and the wider business community about the value of interactive advertising”. Read more at the IAB’s website

Programmatic Buying

Buying through automated means, for example, by setting up a campaign in a real time bidding exchange or other automated system

Reach The number of unique user IDs that can be reached by online advertising

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DEMYSTIFY DIGITAL: DECODING THE TERMSRetargeting Targeting users who have performed an action in the past,

who may therefore be more likely to perform the same or a similar task in the future. For example, an advertiser might wish to put a segment pixel on their website and then target users who have visited the website in the past because they are more likely to make a purchase

Rich Media Rich media refers generally to media that has non-standard characteristics such as: Larger than ~40k, out-of-banner (OOB) behaviour, features like “post to Facebook,” plays video within a banner, or in-creative metrics collection. Expandable creatives are examples of rich media creatives

ROIwhen money is invested. ROI can also be an idiom for

ad trading and business in general

A/B Split Testing A method used to determine the best ad. By showing multiple ads over a course of time, split testing helps determine which combination of ad headlines, ad text,

View Through Conversion

A View through conversion is when someone has seen your ad but then converted via an alternative route. For example, someone sees your ad on the display network but then decides to search for the product or service on the search network

UTM Tags A UTM code is a simple code that you can attach to a custom URL in order to track a source, medium, and campaign name. This enables Google Analytics to tell you where searchers came from as well as what campaign directed them to you

Open Rate The rate in which email ads are opened. This is calculated by: emails delivered/opens

Bounce Rate The percentage of visitors to a particular website who navigate away from the site after viewing only one page

Dwell Time Dwell time is the actual length of time that a visitor spends on a page before returning to the search engine results page

Google Analytics Google Analytics is a freemium web analytics service

Ad Serving Ad serving describes the technology and service that places advertisements on web sites

Conversion Rate Optimisation

Conversion rate optimisation is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage

Optimisation The process in which campaigns are adjusted to help them perform better

Multivariate Testing

Multivariate testing is a technique for testing a hypothesis

multivariate testing is to determine which combination of variations performs the best out of all of the possible combinations

Control The original page in an A/B split test or multi-variant test

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From the Digital Experts: An essential bite-size guide to theacronyms and underpinning of modern digital advertising.

P O W E R E D B Y

S N A P C H A T A D SDEMYSTIFY DIGITAL

Stay in touch: crunchsimplydigital.com