As Snapchat plugs away at proving that its vertical video ads work with data and machine-learning targeting, marketers are increasingly testing longer video and direct-response campaigns on the platform. For the past three weeks, Adweek has tracked 53 campaigns within Discover, the section of the app where marketers run short video ads alongside content from publishers, and we found that 36 of them (or 68 percent) prompted users to take an action by swiping up on the screen. The other 32 percent were Snapchat's standard 10-second video ads. Fifteen (42 percent) of the campaigns Adweek observed that encouraged consumers to swipe up led users to longer videos when swiped. Another 14 campaigns directed users to websites, and eight campaigns pitched app-install ads. Moreover, a third of all of Snapchat's advertisers in Adweek's test were entertainment companies including Lionsgate and MTV. Food brands were another big category, with 13 advertisers including General Mills, Nabisco and Starbucks. It's worth noting that the test was only with one reporter's account, and a Snapchat rep said each user is served different ads based on targeting that gauges which ads people are most likely to swipe due to the content they look at. The rep stated each user also gets served a different number of ads based on how often they view Discover content. Snapchat has been pitching its twist on direct-response ads that link to app installs, longer videos and websites since last year... Continue reading at 'AdWeek'
[ AdWeek | 2017-01-27 00:00:00 UTC ]
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As Snapchat plugs away at proving that its vertical video ads work with data and machine-learning targeting, marketers are increasingly testing longer video and direct-response campaigns on the platform. For the past three weeks, Adweek has tracked 53 campaigns within Discover, the section of... Continue reading at AdWeek
[ AdWeek | 2017-01-27 00:00:00 UTC ]
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Snapchat has developed a private marketplace for advertisers that could help publishers on the platform sell commercials directly to brands and raise the value of the ad inventory.On Wednesday, Snapchat said advertisers are now able to book ad space in specific shows and channels created by... Continue reading at Advertising Age
[ Advertising Age | 2018-07-25 00:00:00 UTC ]
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#publishing partners
#including hearst
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Snapchat has worked out a deal with publishers that finally allows them to publish branded content to the app.Until now, publishers couldn't create the ads they ran between the articles and videos they post in the app's Discover section for professional media partners such as BuzzFeed, Hearst,... Continue reading at Advertising Age
[ Advertising Age | 2018-03-09 00:00:00 UTC ]
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As Snapchat’s ad platform evolves, the top publishers that helped pioneer advertising there could lose some autonomy to strike their own deals. The messaging and media app wants to stop looking at Discover, where publishers like BuzzFeed, Vox, Cosmo, IGN, MTV and others post daily editions, as... Continue reading at Digiday
[ Digiday | 2016-02-29 00:00:00 UTC ]
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In surveys spanning from Q1 to Q3, Digiday+ Research found a difference growing between how publishers make money from direct-sold ads and programmatic ads. Continue reading at Digiday
[ Digiday | 2022-10-17 04:01:00 UTC ]
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Insurance group Direct Line dumped a large chunk of its digital media for TV in 2017 and could move even more over. The company is one of the largest TV advertisers in the U.K. As Direct Line upped its spending on TV, the business cut the number of display and programmatic online video ads it... Continue reading at Digiday
[ Digiday | 2019-10-24 04:00:05 UTC ]
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#large chunk
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Vice: Vice Media suspended President Andrew Creighton and Chief Digital Officer Mike Germano as it probes harassment complaints about them, Bloomberg News reports.Out: Patrick Scissons is out as KBS' global chief creative officer, after a year marked by high-profile departures from the agency,... Continue reading at Advertising Age
[ Advertising Age | 2018-01-03 00:00:00 UTC ]
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With the rise of ad blocking and fraud concerns, publishers continue to get ads in front of consumers. One startup called Free All Media thinks it may have found a business model that works around those blockers by plugging content directly into publishers' sites. The Hopatcong, N.J.-based... Continue reading at AdWeek
[ AdWeek | 2015-12-17 00:00:00 UTC ]
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#watch videos
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The founders of this Houston digital media company focus on an underserved market. Continue reading at Silicon Valley Business Journal
[ Silicon Valley Business Journal | 2023-02-27 20:46:59 UTC ]
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#digital media
The long-predicted digital media consolidation has finally come to pass. More than 100 online publishing companies are on pace to be sold this year, highlighted by the recent purchases of Refinery29, PopSugar and New York Magazine. The impetus for the sudden deal velocity is the direct result of... Continue reading at AdWeek
[ AdWeek | 2019-11-11 16:49:21 UTC ]
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Of the 135 publishers surveyed by Digiday in a wide-ranging research survey this Fall, more than 50% of publishers reported that direct-sold advertising was a large or very large source of revenue for them. The post Digiday Research: Digital publishers still see growth in direct-sold display ads... Continue reading at Digiday
[ Digiday | 2019-10-16 04:01:21 UTC ]
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To avoid brand-safety issues, agencies are increasingly buying premium publisher audiences directly on YouTube. The post YouTube’s brand-safety woes give publishers a boost in selling video ads directly appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-02-25 00:00:00 UTC ]
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Snapchat has opted to treat a select group of creators as publishing partners instead of ad inventory. The post Snapchat’s creator charm offensive stops short of ad revenue sharing appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2018-08-22 00:00:00 UTC ]
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Digital publisher PinkNews has high hopes for the commercial prospects of being a Snapchat Discover publisher. The post Post-Facebook, PinkNews launches on Snapchat Discover appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2018-07-24 00:00:00 UTC ]
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UK arm – which earns about 10% of app’s global ad revenues – is forecast to bring in £181mSnapchat is so popular in Britain that its advertising revenue will overtake Twitter’s UK revenue in 2019, and revenue from consumer magazine and cinema advertising within two years.The seven-year old phone... Continue reading at The Guardian
[ The Guardian | 2018-03-19 00:00:00 UTC ]
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#phone app
#hugely popular
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Snapchat is selling its new Promoted Story ads, which debuted on Black Friday, for $250,000, according to some advertisers.The premium price reflects the fact that the format gives brands their own channel inside the media nerve center of Snapchat, and the ad unit goes to every user in the... Continue reading at Advertising Age
[ Advertising Age | 2017-11-30 00:00:00 UTC ]
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Snapchat users emerging from their tryptophan haze this morning will see a promoted story from HBO with a message telling Black Friday shoppers to stay home and watch "Game of Thrones" instead. The ad is the first since Snapchat began serving ads to go out to every user in the country.The ad can... Continue reading at Advertising Age
[ Advertising Age | 2017-11-24 00:00:00 UTC ]
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First, Instagram and Facebook wanted to be more like Snapchat, and now Google evidently does, too. The Wall Street Journal reported today that Google is developing a content system, called Stamp, that's designed to look like information seen via Snapchat's publisher channel Discover. Citing... Continue reading at AdWeek
[ AdWeek | 2017-08-05 00:00:00 UTC ]
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Snapchat is encouraging brands to run longer video by buying bigger packages of ads. According to sources, Snap has started pitching brands on a new type of ad package called sequenced messaging, a type of sequential advertising, in recent weeks. The new ad pricing bundles video ads together... Continue reading at AdWeek
[ AdWeek | 2017-01-19 00:00:00 UTC ]
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#horizon media
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Snapchat could appeal to more diverse audiences with its latest media partners that are helping reach African-Americans and Hispanics.On Monday, Essence , a magazine celebrating black women, posted its third pop-up Discover channel. Essence was Time Inc.'s first publication on Discover, which is... Continue reading at Advertising Age
[ Advertising Age | 2016-12-19 00:00:00 UTC ]
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