{"id":102871,"date":"2015-08-27T14:00:00","date_gmt":"2015-08-27T19:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/snapchat-a-big-player-in-digital-advertising\/"},"modified":"2024-12-19T16:41:04","modified_gmt":"2024-12-19T21:41:04","slug":"snapchat-a-big-player-in-digital-advertising","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/snapchat-a-big-player-in-digital-advertising\/","title":{"rendered":"Snapchat \u2013 A big player in digital advertising"},"content":{"rendered":"

By some, Snapchat has previously been regarded as an app for teens to send rude pictures to each other, which still may be the case to some extent. However, since Snapchat, now valued around $15 billion<\/a>, launched its advertising feature called Discover it has transitioned from a messaging app to a digital media company<\/a>. The app has been a phenomenal success since its inception in 2011 and follows other social media networks by its development from solely a communication platform into a discovery one – a strategy similar to Facebook and Twitter. Charging rates as high as $750,000<\/a> (roughly \u00a3475,000) for a day of advertising or 15 cents per click<\/a>, to publishers, Discover has been very profitable for the company since it started in January. \"Snapchat Although this appears to be an extortionate price for any advertising campaign, the publishers make the majority of their money back through their own advertising streams on Snapchat. A younger market<\/strong> Snapchat also offers publishers something a little extra than most other social media: the reach and greater engagement of a younger audience, specifically in the millennial\u2019s market. Overall there are 60 million active Snapchat users, 16.5 million of which use it on a daily basis. On average, 86% of their audience is aged between 15-34<\/a>, certainly a demographic many would want to reach. By requiring such large investments, Snapchat only attracts large worldwide publishers including Sky, Buzzfeed, MTV and the Daily Mail in the UK and ESPN, CNN and Comedy Central in the US. Companies advertising on Snapchat are forced into keeping their news relevant as updates last 24 hours, in a similar fashion to a daily news bulletin. Adverts have become increasingly more interactive by using quizzes and short video clips to attract the attention of the younger audience.<\/p>\n

https:\/\/www.youtube.com\/watch?v=guGvV8LCx7o<\/a><\/p>\n

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