Brands to hit Snapchat

Gen Y just loves Snapchat. With reportedly 150 million daily users globally, brands are keen to get involved. Just 18 months ago, Snapchat had virtually no ad business to speak of. But this is all about to change!

Snapchat has finally released an advertising API (Application Programming Interface), called Snapchat Partners. The API will integrate into the existing sponsored video stories and ads will start to appear between friends’ stories. At this stage, they are skippable but will occasionally appear full screen with sound, as users transition from one story to the next. Advertisers will be able to send users who swipe up on their content to a longer video or content without leaving Snapchat.

Our take

Nielsen’s recently released 2015 ‘Connected Consumer’ report confirms that Snapchat is the growth channel for millennials, up 10 percentage points in penetration for 16-24 year old Australians vs 2014. With the introduction of the API videos and the newly launched ‘Snap Ads between stories’ this channel will become more financially and creatively feasible for brands. Furthermore, unlike Facebook where the default audio setting is off, Snapchat’s default is on; meaning more holistic brand experience within the app, reflecting our 2016 ‘Stay where you Play’ consumer trend. At this stage they won’t be offering Facebook’s interest-level, hyper-targeting as it remains at a location, gender, carrier, device type and content affinity media buy… for now!

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