We’re all used to seeing big brands invest in humorous or celebrity-endorsed TV commercials during the Super Bowl weekend. These TV spots sometimes seem to create more buzz than the actual game itself. With the rise of digital advertising, these infamous commercials have started rolling out on YouTube, Twitter, and Facebook in the recent years. However, this Super Bowl 50 there’s a new player on the field – Snapchat.
On February 7th, Snapchat will be integrating ads from some major brands into their “Live Story”. According to Media Post these brands will include Pepsi, Amazon, Marriott, and Budweiser, who will be spending “somewhere in the low seven figures” for these short video spots. All four brands will also be purchasing TV spots during the game, likely running complementary messaging on both platforms.
Snapchat’s not entirely new to the game, having run a partnership with Audi during Super Bowl 2014. The witty campaign resulted in over 100,000 Snap views, more than 5,500 new Snapchat followers and 9,000 new Facebook fans.
The launch of Snapchat in the advertising world occurred a few months prior to the Audi Snapchat campaign, when Universal Studios used the platform to promote their horror flick, Ouiji. Since then, brands such as Cover Girl, Coca-Cola and Burberry have successfully delivered engaging campaigns and creatively used the platform to reach a younger audience.
Burberry’s Spring 2016 campaign live on Snapchat
What makes Snapchat such a hot commodity?
According to Marketing Land, Snapchat currently has more than 100 million daily users with over 6 billion daily video views. This provides a great opportunity for advertisers to extend their reach in a new environment.
Mobile advertising continues to grow, with Facebook recently expanding their audience network to mobile and Twitter also launching a Publisher Network that connects through mobile apps. Snapchat is a key competitor to watch out for, as the platform is also app-based.
Video advertising is on the rise, and Snapchat’s platform allows advertisers to promote their short videos for an engaging experience. However, according to Fast Company, Snapchat discovered that between 60-70% of users stopped watching video ads after only three seconds. Therefore, advertisers will need to ensure their content is clear, concise, and captivating.
Sense of urgency and exclusivity:
Snapchat’s content is temporary, with videos and photos disappearing after a set time. The short-lived nature of the platform can creatively be used to advertise limited-time offers and teasers. Brands have already started to use Snapchat to create buzz for new product launches. For example, NARS promoted an exclusive preview of their new cosmetics line on Snapchat in 2013. This was promoted across their Twitter and Instagram accounts for an integrated campaign.
What can we expect in Snapchat’s future?
Currently, Snapchat is only available to larger brands; however this will soon change. Digiday announced last month that Snapchat is working on establishing an API (application programming interface) partnership. Other social platforms such as Facebook, Twitter, and Instagram have been using an API to facilitate ad creation, order placements, and analytics. An API will also allow advertisers to accurately track results and buy ad inventory with greater precision, targeting, and frequency. This is huge, as it means that Snapchat opportunities such as Live Story integrations and Sponsored Selfie Filters could soon be available to all advertisers.
Header image credit: Highsnobiety