A month after introducing its first ad product, Snapchat rolled out a second format Sunday night, a stream of posts from the American Music Awards that was sponsored by Samsung.
Ad Age reported earlier this month that the mobile messaging app was discussing selling sponsorships of its live-event feeds, called “Our Story” streams.
Snapchat introduced its “Our Story” streams in June as a way to curate users’ posts around live events like college football games, awards shows or, earlier this month, Dia de los Muertos, a holiday celebrated in many Latin American countries.
“Our Story” feeds work in some ways like Twitter hashtags, which can organize people’s posts around a given event, often a TV broadcast. By the same token, “Our Story” could be considered a “second-screen” complement or TV viewing — or even an alternative for Snapchat users who aren’t watching on TV –and could appeal to TV’s brand advertisers more than the messaging service’s first ad product.
Snapchat’s first ad was fairly traditional: a 20-second video for Universal Pictures’ film “Ouija,” marked “sponsored” but edited to mimic a fast-cut Snapchat post, that appeared atop Snapchat’s section for recent posts. The “Our Story” content stream for the American Music Awards appeared in a “Live” section atop the “My Friends” area of the app. The opening “snap” and certain photos and videos interspersed among user snaps were marked “Powered by Samsung Galaxy” and “sponsored” – so a bit more akin to surrounding content than the “Ouija” ad, which appeared in isolation, but also interstitial, not unlike TV commercials.
App analytics and market data company, App Annie, have released a new report that sheds light on Gen Z’s mobile behavior, in order to help marketers develop effective strategies to reach them. 98% of Gen Z report owning a smartphone, on average receiving their first at the age of 10. They are also part of […]
Experticity, the world’s largest community of influential category experts have released a new study that sheds new light on the importance of micro-influencers on the average consumer. The study was conducted with online interviews of more than 6,000 individuals from the United States drawn from Experticity’s micro-influencer network and the general population. In addition, more […]
Market research companies eMarketer and Global Web Index have collaborated together to release the 10th edition of the global media intelligence report. The report is a detailed compilation of data and insights about internet users’ traditional and digital media usage in 42 key markets worldwide. Communicate will be highlighting the key trends that are shaping the […]
Social Bakers, a global AI-powered social media marketing company has released the Q3 edition of their social media trends report. The report reveals where the industry is currently standing with regard to spending and engagement globally. Here are the key findings – ADVERTISING Worldwide ad spend increased by 56.4% in Q3 compared to where it […]