Snapchat Introduces Ads: A How To Guide

© Brightspark Consulting 2016. Please do not share, copy or distribute this information without prior consent.

Snapchat Goals Change● Formerly growth, but now

claims over 100 million daily users

● Swich to monetisation● Hired Imran Khan - IPO

King● Turning its attention to

profit ● Wants to IPO as a billion

dollar company by 2017

Why Snap Ads Are News● Snapchat reaches 41%

of 18-34 year olds in the US

● Users spend 25-30 mins on the app per day

● Spreading quickly - not just randy teens

Two Types Of Snap Ads● Snap Ads Between

Stories: Video or image ads will sometimes run when you auto advance through your friends stories

● Expandable Ads: Swipe up and move to an external site! Takes you off the platform.

How Do The Users Feel? ● Mixed reactions● Took to sites like Twitter

and Reddit to complain

● API - allows you to buy ads directly from Snapchat

● Snapchat Partners - connects advertisers with ad agencies to help with targeting and ad spend

● Ads Measurement Partners - external agencies will compile stats and metrics for you

Snapchat will inspect every ad before releasing it to ensure high quality ads

Benefits For Businesses

Off The Charts Engagement?

● Testing carried out by MediaScience exposed 320 consumers (16-56) to online ads during 552 sessions

● Included Snapchat, Facebook, Instagram, Youtube and TV

● Results put Snapchat second to TV

YES (initially..)

● Snap Ads are NEW● Research was with

existing group of snapchatters

● Too early to tell whether it will be a success

But… (yes there’s a but)

● Ads are unobtrusive - 10 second limit

● Less noisy than Facebook or Instagram - all posts in a day appear as one story

● Users can swipe off ad immediately

Final Thoughts

● Taco Bell Sponsored Lens● Set up for Cinco de Mayo● Viewed 224 millions times

- new record● Prime example of how ads

are unobtrusive and actually fun for users

Examples To Date