"Snapchat may be on the charm offensive for ad spend but it is still relatively closed off to advertisers, planting it firmly in the test-and-learn arena rather than tried-and-tested at the moment. The ephemeral platform has overcome its perceived immaturity and is set to tip from niche network to mainstream marvel this year. Its association with sexting and selfies wasn't the easiest sell-in to advertisers but a growing list of influential brand and media partnerships with the likes of Coca-Cola, Burberry and the Wall Street Journal is allowing agencies to pitch Snapchat without a resulting snicker."
"For most advertisers, the quickest win available to them on the social network has been to bypass its eye-bulging ad prices and get influencers to push messages out through their channels. It's meant that many marketers are carefully considering Snapchat on a brand-by-brand basis as to the appropriateness, role and nature of content in this environment and indeed the reach opportunities."
Snapchat has shifted from a niche messaging app to a platform attracting mainstream brands and media partners. The platform overcame perceptions tied to sexting and selfies and secured partnerships with Coca-Cola, Burberry and the Wall Street Journal. Many advertisers use influencers to avoid high Snapchat ad costs, prompting brand-by-brand decisions about content and reach. Snapchat is positioning itself as a premium media buy through high-profile ad hires and plans for an ad-tech platform. Executives have met UK agencies to explore sport, music and Discover publisher partnerships while emphasizing a largely adult user base; over 75 percent of users are over 18. Unilever is motivated by this older audience.
Read at The Drum
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