Advertisers say Snapchat's unique selling point is that it's the cool, new thing - whic... - 0 views
finance.yahoo.com/...e-selling-point-140807285.html
snapchat brands advertising ads social media media buying
shared by Carri Bugbee on 15 Feb 17
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Snapchat is at the mercy of competitors like Facebook and Google that can simply copy its products.Advertisers say Snapchat's unique selling point is that it is cool, new, and has created its own advertising "currency."But ad-buyers also need Snapchat to do more to prove its ads actually drive sales if they are going to commit meaningful budgets to the platform.
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the barrier to entry for new entrants is low, and the switching costs to another platform are also low. Moreover, the majority of our users are 18-34 years old.
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Users under 25, it says, visit Snapchat more than 20 times and spend more than 30 minutes on the app each day. It may have fewer users than its rivals, but, for now at least, they are highly-engaged
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The behavior on the app is very different as you want to focus more on shorter content, whereas on Instagram, people tend to watch longer videos."
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Snapchat says its vertical video ads are "as good as television" — and in some ways better — because users can choose to skip ads, swipe up to interact with them, and advertisers can use more granular targeting than TV. But with AdAge reporting in November that the average Snapchat video ad lasts less than three seconds and Snapchat counting a video "view" as soon as the video opens, it remains to be seen whether its ads are more effective than those on TV