Last week, Snapchat featured its first official
advertisement on its app. While there was much speculation around what this
would look like, and whether Snapchat would try to incorporate advertising in a
more native way, the ad, promoting the new movie Ouija, played like a standard
video ad. However, the ad was edited in such a way that the video was pieced
together to look like a Snapchat story rather than a video one might find on
YouTube.
Recently, Snapchat declared they had a $10 billion
valuation, and until now many were skeptical just how the company would reach
this valuation. With this first advertisement, many are now seeing the
possibilities of using Snapchat as an advertising platform and the opportunity
for Snapchat to develop a revenue stream. With US advertisers expected to spend
$6 billion on digital ads this year, and that number jumping to $12.7 billion
in 2018, the market is right for Snapchat to capitalize on this opportunity.
One of the benefits of using Snapchat to advertise videos
rather than other social media or digital platforms, is that the audience must
be actively involved, by holding down the play button for the entirety of the
video. This ensures a captive audience and will likely lead to a higher return
on investment, though only time will tell. With it becoming increasingly more
difficult to reach this younger, often passive audience, it will definitely be
interesting to see how brands jump on the Snapchat bandwagon.
Readthe entire article regarding Snapchat’s first advertiser here and scroll down to view the Ouija
video.
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