Snapchat is a camera. No, not the kind with a flashbulb and a lens cap. It’s a new kind of camera, one that’s connected to your friends and the world. A camera that is used by over 180 million people every day to talk, play, learn — and take pictures.
It’s not just fun and games – Snapchat is also your business on mobile. It allows advertisers an opportunity to reach a highly engaged audience in innovative ways. More than 60% of daily users take Snaps with the Snapchat camera every day, spending over 30 minutes on the app daily and sending 3 billion Snaps a day.
Launched by Snap Inc. in 2011, Snapchat has experienced tremendous growth and innovation. Brands can connect with consumers not only during “Content Consumption” (via Snap Ads, Story Ads) – but also during “Content Creation” via Camera Marketing (i.e. Lenses, Filters).
Snapchat advertising comes in a variety of media. Each type of ad has a distinctly different user experience and media delivery.
- Lenses: Historically 1-day executions, interactive Lenses deliver heavy impression levels in short bursts. Lenses have evolved over time to feature alternative flighting patterns depending on objective.
- Filters: A form of camera marketing, Filters can run for comparatively longer periods (or bursts). Some location-based Filters can air at comparatively lower-levels.
- Snap Ads: Full-screen video campaigns during content consumption, Snap Ads generally air at robust impression levels with favorable continuity.
- Story Ads: Relatively new and based on tile impressions, Story Ads also appear during content consumption.
Measuring the Impact of Snap Advertising
Snapchat’s unique platform, multiple ad formats and constant innovation can present challenges for first-time advertisers — from choosing the right ad type(s) and buy type(s), to identifying the right audience, designing impactful creative, and more.
Another significant challenge for any brand is accurately measuring the impact of all of its marketing. Marketers managing multi-channel campaigns need guidance to measure the impact of these activities accurately.
As an inaugural member of the Snap Marketing Mix Modeling Partner Program since August 2017, Nielsen has been at the forefront of incorporating marketing activity data from Snapchat into marketing mix models for advertisers.
Over the course of a year, Snap provided advertisers’ campaign data to Nielsen for use in over 80 marketing mix studies. Nielsen and Snap developed a methodology for integrating this data and identified five best practices for advertising on Snapchat.
5 Recommendations for Marketers
Gaining insight into Snap performance is critical in an era in which advertisers face constant pressure to prove ROI. Follow these recommendations to get the most value from your investment in Snapchat.
1. Evaluate your channel mix.
The results of marketing mix studies reveals that brands may be limiting growth potential by spending too heavily on one channel. Marketers can improve results without increasing spend by sourcing funds from underperforming media. In Nielsen’s analysis, brands that shifted less than half of a percent (0.5%) from TV into Snap generated significant gains on the same budget.
2. Choose the best media plan.
Learn the nuances of each Snapchat ad type to create the optimal media plan. Bear in mind that Filters and Snap Ads have a much higher optimal execution range than Lenses and are more efficient at higher levels of weekly execution.
3. Maintain consistent activity.
Ensure activity levels are maintained YoY and leverage learnings to improve the effectiveness and efficiency of your Snapchat spend. To maximize the upside, prioritize adding weeks versus increasing spend levels in existing weeks.
4. Maximize Snap synergies.
Research showed that Snap Ads work best when used with a camera product (Filters and Lenses). Capitalize on complementary products by using “flighting” to sequence ad runs in intervals, running one “flight” at a time. Schedule ads thoughtfully to avoid unnecessary overlap and diminishing returns, while maximizing on-air weeks.
5. Choose the best attribution model for your objectives.
Marketing mix models and multi-touch attribution are built to support different objectives. While marketing mix modeling provides high-level strategic insights for budgeting and long-term planning, marketers seeking tactical insights for short-term optimization should consider multi-touch attribution.
Download our ebook to learn how to get the most value from your investment in Snapchat: Quantifying the Value of Snap Advertising
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