Snapchat- a commentary: is it the new TV and the new ads

I have recently jumped back in with both feet to Snap chat.  I love it.  It has changed some of my habits with media, which I find an interesting thing to “watch”. I would consider myself a busy, hard working adult.  I am by no means the busiest but lately  I only have about an hour of “chill before bed time” these days.  My old habit is to watch TV in bed, this has been my favorite thing to do for YEARS.  I still love TV, however on certain nights of the week when there isn’t a favorite show on, I will just go deep on my social.  I will watch all the snap stories, scroll forever on Instagram, search around Twitter etc. I am beginning to watch my  habits change, this evolution has occurred over the last 6 month or so.  And I find it fascinating.  If you told me last year I would trade in my precious TV time for watching strangers (and friends)  on Snapchat- I would have told you, you are nuts. I will continue to monitor this from a marketing and time spent perspective to see where this takes me. I am a student of life and this is very interesting.

Additionally,  just in the last few weeks, Snapchat has added ADS to your story feed.  When I first heard the news, I thought “ugh” but  I have experienced it for the past few weeks and  I like the ads.  The creative is very good, lively and fun-like Snapchat. I think that is the KEY- the creative should match the environment.  If you hate advertisements, you can tap through it, which I think is good for the user feeling in control.  This is not as good for the advertiser.  I will be interested to hear more about the data in the coming months  and percentages of people who swipe by or view the ads.The cool factor will carry the wave for awhile, but in the end the clients need for a strong ROI will override the cool factor.

When the discussion turns to the ROI for clients the term target-ability will come up.  Snapchat is a younger tool, Snapchat started out for kids and today more adults and businesses are prime users. I wonder when the UBER target-ability will come into play. Many of the ads that I am served are not directed at me.  Although I am very flattered they think I am so young and hip.  That being said, many of the messages are wasted on me because I am not 15. I can still appreciate a good ad, but I will be very curious to see where the target tool will go with Snapchat.  They have a lot of information about the user, so the ads could be incredibly targeted- some day.  This product continues to get a lot of press, chatter and attention- more to come.

 

 

Author: alisonsawhill

Marketing and Advertising Manager, 20+ years of success, working with clients on a local, regional and national level. Experienced in strategy, development and execution of clients marketing plans using all media tools, including Radio, Internet, Social Media, Events and Promotions.

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