Most Snapchat Discover Ads Are Either Interactive or Direct Response

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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Montreal Publisher Antoine Tanguay’s Interactive ‘Cabinet of Curiosities’

In a Frankfurter Buchmesse ARTS+ session, publisher Antoine Tanguay introduces his interactive storytelling project and why he believes publishers need to adapt to 'changing cultural needs.' The post Montreal Publisher Antoine Tanguay’s Interactive ‘Cabinet of Curiosities’ appeared first on... Continue reading at Publishing Perspectives

[ Publishing Perspectives | 2020-10-14 20:21:09 UTC ]
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Québec City Publisher Antoine Tanguay’s Interactive ‘Cabinet of Curiosities’

In a Frankfurter Buchmesse ARTS+ session, publisher Antoine Tanguay introduces his interactive storytelling project and why he believes publishers need to adapt to 'changing cultural needs.' The post Québec City Publisher Antoine Tanguay’s Interactive ‘Cabinet of Curiosities’ appeared first on... Continue reading at Publishing Perspectives

[ Publishing Perspectives | 2020-10-14 20:21:09 UTC ]
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Amazon Publishing launches first UK ad campaign for celeb author

Amazon Publishing is launching its first ever ad campaign for a celebrity in the UK, rolling out digital signage across 100 London bus stops for essay collection Nothing Like I Imagined by US actress Mindy Kaling. Continue reading at The Bookseller

[ The Bookseller | 2020-10-13 00:14:33 UTC ]
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Nielsen Introduces Database Designed to Measure Ad Campaign Effectiveness

Key Insight: Demand for more accountability and transparency has been loud for years, and cuts to ad budgets during the pandemic have made it louder. Today, global measurement and data analytics firm Nielsen is rolling out a new tool called Nielsen Compass, which matches audience levels across... Continue reading at AdWeek

[ AdWeek | 2020-09-17 12:00:07 UTC ]
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Blackstock to direct Grove Press UK

Peter Blackstock has been appointed to the role of publisher at Atlantic Books imprint Grove Press UK. Continue reading at The Bookseller

[ The Bookseller | 2020-09-08 02:25:26 UTC ]
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Black Lumascape Compiles All Black-Owned Ad-Tech Firms in a Continuously Updating Chart

As the founder and CEO of digital media investment bank Luma Partners LLC, Terence Kawaja is a problem solver by nature. But earlier this summer, as Kawaja watched his news feed, he found himself hearing about problems that left him at a loss. He read about the killing of George Floyd and police... Continue reading at AdWeek

[ AdWeek | 2020-09-03 12:30:00 UTC ]
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Pope Francis To Write a Response to Covid -19

Simon & Schuster will publish the pontiff's vision of a better future post-pandemic December 1. Continue reading at Publishers Weekly

[ Publishers Weekly | 2020-09-03 04:00:00 UTC ]
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Only 9% of Ad Buyers Have a Clear Budget for Next Year

Seven months into the novel coronavirus pandemic in the U.S., ad buyers are still entering the market with uncertainty. Spending on traditional offline media is expected to be slashed by almost a third, although this could be offset by the continued rise in digital media investment by... Continue reading at AdWeek

[ AdWeek | 2020-09-02 14:20:11 UTC ]
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Binc Adding Staff to Service Demand

Citing a surge in demand for its services, the Book Industry Charitable Foundation, the nonprofit organization that assists booksellers in need, has promoted Kate Weiss to programs manager, and is recruiting a new communications coordinator. Continue reading at Publishers Weekly

[ Publishers Weekly | 2020-08-05 04:00:00 UTC ]
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Snap Inc. Wants Businesses to ‘Meet the Snapchat Generation’

"Meet the Snapchat Generation," Snap Inc.'s first-ever global business-to-business marketing campaign, is going live Monday across print, broadcast and digital media channels in the U.S., Canada and Australia. The campaign will be extended to the U.K. oh Aug. 17 and to the rest of Europe, as... Continue reading at AdWeek

[ AdWeek | 2020-08-03 04:00:52 UTC ]
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Dan Peres Is the New Editor-in-Chief of Ad Age | People on the Move

[caption id="attachment_182909" align="alignright" width="150"] Dan Peres[/caption] Dan Peres is taking over Ad Age as its next editor-in-chief, succeeding Brian Braiker, who left in April after three years atop the masthead. Peres is best known as the former editor-in-chief of Details, a role... Continue reading at Folio Magazine

[ Folio Magazine | 2020-07-22 20:16:42 UTC ]
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Dan Peres Is the New Editor-in-Chief of Ad Age | People on the Move

National Law Journal EIC departs for Bloomberg, an EIC returns to Gizmodo, TechCrunch COO moves on and more. The post Dan Peres Is the New Editor-in-Chief of Ad Age | People on the Move appeared first on Eddie & Ozzie Awards. Continue reading at Folio Magazine

[ Folio Magazine | 2020-07-22 20:16:42 UTC ]
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Dan Peres Is the New Editor-in-Chief of Ad Age | People on the Move

'Know your audience and be direct,' Black Girls Book Club founders urge M&P delegates

Marketers and publicists have been encouraged to know their audience and be "direct" and "transparent" in their approach, in a keynote at The Bookseller's marketing and publicity virtual conference. Continue reading at The Bookseller

[ The Bookseller | 2020-07-08 06:40:23 UTC ]
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When writer Hache Carrillo died, the world discovered his true identity. What does that mean for his legacy?

Novelist H.G. Carrillo, like many authors before him, assumed a fabricated identity. Continue reading at The Washington Post

[ The Washington Post | 2020-07-06 15:23:46 UTC ]
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The book industry needs to take responsibility for transforming itself

It would have been hard to have missed last week’s digital launch of Rethinking ‘Diversity’ in Publishing. The report - the first of its kind on diversity in trade fiction - not only landed noisily, but put the publishing ecosystem in the dock. So what's next? Continue reading at The Bookseller

[ The Bookseller | 2020-07-03 09:58:58 UTC ]
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BESA director praises education publishers' response to Covid-19

Caroline Wright has praised the education publishing sector for "adapting since day one" to support schools and students learning from home during the coronavirus lockdown. Continue reading at The Bookseller

[ The Bookseller | 2020-07-01 20:05:40 UTC ]
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TikTok Tells Brands Not to ‘Make Ads’ at First-Ever NewFronts

Ahead of TikTok's presentation at the 2020 Digital Content NewFronts, the company released a new umbrella brand called TikTok for Business for its advertiser offerings. TikTok, a newcomer to NewFronts, adapted its vertical-first format for a horizontal presentation. The main message to brands in... Continue reading at AdWeek

[ AdWeek | 2020-06-25 21:01:24 UTC ]
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NewFronts Now: Day 3 explores the news media's response to racial injustice

Welcome to Ad Age’s special-edition NewFronts Now newsletter, a roundup of the biggest news, trends, insights and takeaways from IAB’s Digital Content NewFronts. If you're reading this online or in a forwarded email, here's the link to sign up for NewFronts Now. Continue reading at Advertising Age

[ Advertising Age | 2020-06-24 22:02:37 UTC ]
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NewFronts Now: Day 2 showcases new generations and shoppable ads

Welcome to Ad Age’s special-edition NewFronts Now newsletter. Check your inbox daily for a roundup of the biggest news, trends, insights and takeaways from IAB’s Digital Content NewFronts. If you're reading this online or in a forwarded email, here's the link to sign up for NewFronts Now. And... Continue reading at Advertising Age

[ Advertising Age | 2020-06-23 20:11:12 UTC ]
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