Tag Archives: snapchat

Snapchat is The Next Must-See TV Network

by Anupam Gupta

Snap was recently in the headlines with disappointing financials for its second quarter in a row, but the company is already one step ahead thinking of ways to overhaul the app to make it easier for consumers to engage with and use. Rethinking the way Snapchat works could open up a huge audience of new users – or, even better, a new purpose for the platform.

Today’s marketers (and investors) are looking at Snapchat as a social media platform versus taking into consideration Snap’s advancements in other areas of technology, such as augmented reality and original content. These characteristics resonate best with TV, so why aren’t we comparing it more to the big screen? Recent deals with top TV networks, such as Turner, NBCU and Discovery Communications, suggest there is a strength beyond what meets the social-media eye.

I’m not the only one seeing this angle. Industry experts from Forrester suggest that Snapchat could compete with the likes of Viacom’s networks, including VH1, Nickelodeon and Comedy Central, which generated $4.8 billion in ad revenue last year. And recently, the Television Academy signed a three-year contract to expand coverage by creating Snap Stories that capture personal and behind-the-scenes moments at the Emmys.

To put Snap in the proper context, think back to the era of “Must-See TV” where families sat down at the same time each night to tune in to the most-watched, most-popular TV show of the time. It was much easier then for brands and advertisers to operate. Brands could showcase their new product or service to people who were fully engaged in one program for a specific amount of time, and they could do so without multiscreen distractions. It was the era of putting great creative in front of a large audience, in an attempt to convince some of them to add the product or service to tomorrow’s shopping list.

We’ve gone a little off course since then, thanks to the evolution of multi-screening, streaming and recording and on-demand services. These advancements have been great for consumers, but have in turn made the jobs of many TV buyers a lot harder, nearly stripping them of the control they once had. Until now.

With Snapchat, everyday users, publishers or celebrities can post their own content in real time to millions of global viewers who are constantly scrolling through their feeds searching for their next unwatched story. It’s addicting. And it’s keeping users’ attention on the small screen at a time when 47% of millenials and Gen Xers are unreachable by traditional TV measurements.

So what does this mean for advertisers? Don’t treat Snap like a social network. The same creative that works on Facebook and Twitter will not work here. The ad format is different. The audience is different, and the context is different. Think about what engages people on the big screen. It’s about storytelling. Brands must bring their best sight, sound and motion, and pack it in under 10 seconds.

Furthermore, measurement of Snap Ads should be more akin to television. Think about reach and frequency against the target audience. Track engagement rates and benchmark against video ads on other channels.

read more here: adexchanger.com

YouTube’s Teen Viewers Complain of Too Many Ads

YouTube is accessed daily by more US teens than any other social platform, but these viewers also say it has too many ads.

More than four in 10 teen YouTube users ages 12 to 17 say there are too many ads on the platform, according to a January 2017 survey from Forrester Research. eMarketer projects that 23.2 million 12- to 17-year-olds will watch digital video monthly this year.

Snapchat and Instagram were tied as the two platforms teens were least likely to feel had too many ads. Just over one in 10 teen users of each platform complained about excessive ads.

But a heavy ad load hasn’t deterred teens from using YouTube. The study also found that 77% of teens use it daily, compared with 55% who use Facebook, the second most popular social network among the demographic.

Teens appear willing to put up with ads on YouTube, along with other services like Facebook, which 26% of users said had too many ads.

The type of ad being served may have an effect on whether or not teen users notice how plentiful those ads might be.

“Teens might think there are too many ads on YouTube because YouTube ads are pre-roll or sometimes mid-roll video ads that users have to either watch, or click to skip after a few seconds,” said Debra Aho Williamson, principal analyst at eMarketer.

“They may be more likely to skim right by ads that appear on Facebook or other social platforms, as the ads are native to the service,” she said.

An earlier study by IPG Media Lab and YuMe found that pre-roll ads—the kind commonly served on YouTube—were considered the least interruptive video format by US internet users overall.

read more here:

https://www.emarketer.com/Article/YouTubes-Teen-Viewers-Complain-of-Too-Many-Ads/1016436

CNN launches daily show on Snapchat

CNN this week kicked off a new daily second-day news program on Snapchat.

“The Update” will air weekdays at 6 p.m. ET and will feature news and updates from CNN staff reporters.

“Since launching content on Snapchat, we have believed in the importance of giving our community access to accurate and authoritative news coverage, and CNN has played an important part in that from the beginning,” said Sean Mills, senior director of content programming for Snapchat, in a statement.

“In today’s news environment, people are hungry for news and they want a quick update of where things are at within one tap of their phone. So, we’re serving that up, speaking their language and delivering it in beautiful, vertical, mobile friendly video,” said Samantha Barry, executive producer for social and emerging media at CNN, in a statement.

CNN’s daily news show comes after NBC already earlier this year launched its own daily news program on the platform.

“Stay Tuned,” which airs on NBC at 7 a.m. and 4 p.m. EST on weekdays and 1 p.m. EST on weekends, has already reportedly had success in attracting a large audience. The companies last week announced that the show has pulled in 29 million unique viewers since launching in July.

For NBC, the Snapchat show launch coincides with the company’s $500 million strategic investment in Snap.

NBCU CEO Steve Burke called the Snap investment part of the company’s strategy to invest in digital growth, which includes NBCU’s recent $400 million investment in BuzzFeed and $200 million investment in Vox.

read more here:
http://www.fiercecable.com/broadcasting/cnn-launches-daily-show-snapchat

Does Snapchat See A Google-Like Search Opportunity?

by Laurie Sullivan

Apparently search has become an underlying focus for Snapchat. Cofounder and CEO Evan Spiegel, in his opening remarks during the Q2 2017 earnings call, mentioned the feature several times. When asked by an analyst to elaborate on search within Snapchat, Spiegel said it’s still early days with search on the platform as people learn they can search for stories and not just friends. He also noted that there are great opportunities to explore.

“The pre-type experience that we’ve [added] when you tap into search is a really important part of the learning process and I think we’re getting better at showing really interesting content depending on who you are,” Spiegel said.
Snapchat introduced Universal Search in January to simplify navigation within the app. The feature amounts to a search bar to help brands build an audience and quickly allow users to find the best content and conversations related to their specific preferences.

The company also has begun to focus on connecting and measuring the effectiveness of its online advertising with offline sales. It created an offline sales measurement systems with the acquisition of Placed in June. With Placed, the company’s goal is to measure activities such as store visits and offline purchases which prove that digital ads drive sales for advertisers.

As search becomes a visual medium with trillions of photos, it has become more important for social platforms like Snapchat and Pinterest to improve their respective search tools.
The ability to search for content within Snapchat could dramatically improve options for brands. Google reportedly will prove that theory with a tool it calls Stamp.

Earlier this month, The Wall Street Journal reported on Google’s development of an AMP-powered Snapchat-like “discovery tool” called Stamp, but we have yet to hear directly from the Mountain View, California, company as to whether the report will become a reality.

One of the main features, per reports, would be that it ties into Google’s search engine, giving publishers a built-in audience for Stamp stories. The Stamp versions of stories would serve in Google search results, or within other Google products.

Jason Beckerman, CEO and cofounder at Unified, which focuses on social advertising, says the only way for Google to increase market share from Facebook is to add social features that include video and images to the feed, much more than what YouTube can offer.

Beckerman, musing, points to Snapchat’s video ads served between social snapshots from users. “The ability to buy inventory within the feed is very attractive to brands,” he said.

read more here:

https://www.mediapost.com/publications/article/305665/does-snapchat-see-a-google-like-search-opportunity.html?edition=104655

Why the Digital Brand-Safety Panic Won’t Help TV in the End

Many of the digital ads served on dominant social platforms like Facebook are adjacent to original or shared news content. But that’s the opposite of TV, where safer scripted shows and live sports dominate ad spending. News, financially, is a blip.

Now a big pivot is under way. Just as the big TV networks’ annual upfront pitches to advertisers get underway, the major digital platforms are gunning for entertainment. Their goal, in part, is to create a much safer environment for brands where adjacency isn’t an unfortunate bug, but rather a feature. Like TV. It eliminates the odds of being next to extremist, critical or polarizing content, not to mention so-called fake news.
It will also increasingly undermine TV’s ability to differentiate itself by saying its shows are the only brightly lit entertainment options out there.

Facebook, Snapchat, Twitter and YouTube are now somewhat quietly engaged in a footrace to create the best feed for free, high-quality entertainment video content. Some of it live. Some of it scripted. Much of it ad supported.

Facebook, for example, in February hired MTV executive vice president Mina Lefevre to build out the social network’s original programming.

Snapchat, which has long been building out its Discover platform for professional publishers, in March signed a deal with Mark Burnett’s production company to create original shows for Discover.
YouTube just told ad buyers that it is creating six original series with brand-friendly stars like Kevin Hart and Katy Perry, not to mention even more for its paid service YouTube Red.

And Twitter at its first-ever NewFront rolled out 16 streaming video partnerships — many of them focused on lifestyle, sports and entertainment. (Though news is still there.)

This pivot to showbiz is not just a play to capture higher video ad rates. It’s meant to loosen the flow of advertising out of TV overall and into digital platforms.

This is happening but not fast enough. In 2016, according to Zenith, linear TV still accounted for 42% of ad spend. Further, Magna said that TV still remains quite strong in luxury.

Brand-safe entertainment content can speed the flow of these dollars. What’s more, it can create a more attractive free alternative to paid video subscription services like Netflix and and HBO Now that are popular, in part, because there are no ads.

read more here:

http://adage.com/article/steve-rubel/brand-safety-panic-online/308993/

Will Snapchat’s Data Play Fend Off Competition?

Wall Street investors seem undecided about whether Snapchat is indeed the wave of the future or just a flash in the pan.

But one month after its IPO, the messaging app’s execs are doggedly focused on broadening Snapchat’s appeal to brands—notably direct response-minded companies.

“Snapchat has a perfect opportunity to become a direct response powerhouse, especially for location-based marketing to millennials,” said David Deal, digital marketing consultant. “Though Snapchat needs to mine data about millennials more effectively to beat Facebook and Instagram.”

To that end, effective April 3, millennial marketers will be able to zero in on Snapchat users who are most likely to download their brand’s app, targeting slivers or swaths of the platform’s 160 million users who have shown interest in either the brand or the functionality it’s offering. These app-install ads allow the marketer to set cost-per-download goals in a measure that’s designed to get app marketers of all budgets into Snapchat’s business client pool.

Snapchat, part of Snap Inc., has ramped up its machine-learning and audience-segmenting capabilities for app installs since its beta product went live in October—to date, it had offered only rudimentary targeting tools to a select number of brands. The new system charges ad buyers on a cost-per-thousand-impressions scale that’s based on auction-style, competitive bidding. “[It’s a] cost-efficient way to drive app installs right from Snapchat,” explained Peter Sellis, Snap’s director of monetization product.

Also today, brands can serve follow-up ads (re-marketing, in industry parlance) to those who have interacted with Snapchat’s sponsored lenses, geofilters or videos. Such behavioral data can be employed to reel in everything from a fitness app download, to a test-drive appointment for an automaker to a shoe purchase via ecommerce. The company believes advertisers will want to take aim at consumers in what direct response practitioners call the “consideration stage.”

“We’ve been listening closely to direct response advertisers,” Sellis revealed.

He’s listening for good reason: eMarketer’s latest figures for 2016 had the U.S. app-install advertising space valued at $5.7 billion. Facebook has reportedly, at times, seen up to 20 percent of its ad revenue, which totaled nearly $26.9 billion last year, from app installs. Google is increasingly a huge app-install contender, and Pinterest just last week rolled out its own app-install ads system. So, Snapchat’s competition is fierce.

“Right now, Snapchat doesn’t move users outside its own environment, so we would expect a longer time for user behavior to adapt,” remarked Emmy Spahr, media director at SapientRazorfish. “Pinterest, on the other hand, actively works across other websites and shopping experiences, so users are already engaging with the platform and websites—adding app downloads here would be seen as a value add.”

read more here:

http://www.adweek.com/digital/will-snapchats-data-play-help-fend-off-competition-from-facebook-and-instagram/

Facebook Gives Advertisers Guarantees for Ads With Sound

Facebook advertisers will be able to buy ads with an option to only pay when videos play with the sound on. Facebook videos typically show up in people’s feeds on mute and automatically start playing. Under new criteria — if the advertiser chooses — the views only count when the volume is on.

Advertisers have been concerned by Facebook users’ tendency to view their ads with sound off, and the company has been trying to come up with new formats that get people to choose to unmute.

The industry also has been creatively rethinking how they edit videos for a sound-off experience. However, Facebook is feeling the pressure of Snapchat, where videos are mostly viewed with sound and ads have the volume on 70% of the time, according to the company.

Facebook will offer the option to buy sound-on videos along with other standards as part of a broader effort to appease the ad industry.
Last month, Procter & Gamble’s CEO Marc Pritchard said the multibillion-dollar advertiser will no longer give the digital industry a pass on a “crappy media supply chain.”

read more here:
http://adage.com/article/digital/facebook-advertisers-guarantees-ads-sound/307944/