Blog Post

Programmatic Media Buying 101: How Marketers are using Snapchat Advertising?

08/14/2017 - Karen Moked

Snapchat is a mobile-only image — and video —  sharing platform that might be less familiar to most marketers — and users — than Facebook or Twitter. But it would be a mistake to overlook it as a programmatic media buying platform and miss out on the opportunity of a quickly growing user base.
snapchat filters

Snapchat has reported to have 200 million active users worldwide. Users are spending an average of 30 minutes a day on snapchat. Snapchat started as a way to privately message “snaps” that disappeared after a user-specified period of time. With users sharing an average of 9,000 snaps per second and viewing an average of 10 billion videos per day, rivaling the video viewing numbers of Facebook, Snapchat has become a very interesting inventory source for programmatic media buyers.

Not only is Snapchat growing, but it also boasts an audience that’s almost 50% receptive — or at least neutral — to ads. And Snapchat is expected to continue to grow a larger user base in the U.S. than either Twitter or Pinterest.

Ad Inventory Source for Teen Demographic

Snapchat is giving marketers access to a young audience – 60% of its users are under the age of 25. Snapchat is the most popular social media site focused on teens and young adults in the US. And with only about 2% of its users falling into the baby boomer category, Snapchat has a very clear cut age demographic for media buyers and marketers.
snapchat screensWhile marketers may see Snapchat as a direct line into teens, they’ll need to keep an eye on the potentially quick shift in demographics for longer term planning. Teens express that they use Snapchat precisely because their parents do not – once parents become Snapchatters, teen usage could drop.

When it comes to gender demographics, Snapchat holds its cards close to it’s chest. However, several studies confirm the assumption that nearly three quarters of users are likely female.

In terms of location, usage for Snapchat varies, but surprisingly Ireland currently has the highest usage rate, followed by Saudi Arabia and Sweden, with India, the US, United Arab Emirates, Canada, Belgium, the UK and France completing the top ten.

How Brands are using Snapchat?

Brands are having a lot of success engaging a youthful audience with Snapchat’s filters that can playfully place objects, text and animation. Like most social media platforms, Brands can win over followers and friends to broadcast promotions, stories, imagesSnapchat Programmatic Adsand videos. But Snapchat offers a uniquely creative way to engage users in what a lot of brand marketers are saying is the social media platform they have the most fun with.

For example, if Devon’s Digital wanted to promote a new line of earphones, they could create a filter with which Snapchat users could add headphones and a mic to an image – or better yet a video. They can then share themselves geared up in the latest headphones, lip syncing like a rock star.

Snapchat Sponsored Filters

Retail Marketers SnapchatUsers are keen to “try on” products – a marketers dream. Just imagine the possibilities for brands in the fashion, cosmetics or food and beverage industries. Advertisers can reach out to friends or those following their brand. It’s a big marketing opportunity if a brand can create a filter enticing enough to win over friends of followers using it, and so on.

Retail businesses can also take advantage of Geofilters. When a Snapchatter takes a Snap in a set location, they’re able to use the sponsored Geofilter to explain where, when, and why they took the Snap.

For example, if a fictional restaurant called Penny’s Pizza had a grand opening party, they could use a filter to promote the event when Snapchatter’s Snapped themselves eating delicious pizza at the event. Even without rolling out clever or creative filters, brands can buy ads that appear in between Snapchatters’ stories. The ads are skippable, but they’re also now measurable via third party ad serving.

Summary

  • Snapchat’s youthful user base is quickly growing, and is expected to shift toward a higher age demographic in the future.
  • Marketers like Snapchat’s global reach and the creative and fun way it engages its audience.
  • More metrics are now offered for ads that appear between Snapchatters’ Snaps.
  • Geofilters give brands a chance to connect with users in a functional and fun way where they can share the where, when and why about their Snaps.
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