Inside Snapchat's new pitch to video advertisers: A penny a view

Snapchat has been on a Madison Avenue charm offensive that is culminating in Cannes this week, where the company will be rolling out a video advertising program called Snap Select. A recent pitch deck for Snap Select shows that the ads cost less than half of what Facebook is charging for its comparable video ad product. Meanwhile Snapchat is touting full-screen, vertical videos as the superior format among rivals.  Snapchat sent CEO Evan Spiegel to the French Riviera this week, coinciding with the official launch of the new video ad offering, which premiered in April but has yet to roll out widely. Snap Select is Snapchat’s competing offer to Facebook’s “in-stream reserve” and Google Preferred. All three are ways to buy premium video ad inventory while guaranteeing delivery to a set number of people—a method of ad buying that brands are used to in the TV landscape. “It’s premium content that is cherry-picked, so it’s supposed to be brand safe and it comes at a premium price,” says Alyssa Allen, group media director of social at AKQA. “Delivery is predictable, too.” The pitch deck, provided by a person familiar with Snapchat’s ad sales team who shared it on condition of anonymity, shows Snapchat is charging one cent for every completed view of the 6-second commercials. That comes to between $10 and $11 for a thousand views, which is less than half of what Facebook commands for in-stream reserve, the method of buying guaranteed ad space in Watch, the YouTube rival video... Continue reading at 'Advertising Age'

[ Advertising Age | 2019-06-17 20:39:22 UTC ]
News tagged with: #hearst #opportunities scale #saysdanisha lomax #brand-safe inventory #viewer rotates #viewed horizontally #portrait mode #buy ads #brand safety #digital platforms #cond nast

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Business Insider joins 1 billion monthly Facebook video views club

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Snapchat getting 6 billion video views daily, but how does it compare to Facebook's 8 billion?

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Video Briefing: Snapchat cozies up to more publishers for video shows

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Condé Nast Pitches Diversity to Advertisers at NewFronts

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By hiding likes and video views, Facebook could force publishers to shift strategies

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Facebook hiding likes and video views could force publishers to shift strategies

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Viral publisher First Media joins Snapchat with repurposed Facebook video

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Facebook's new offer to advertisers: Safe videos at lower prices

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