Upload
4cinsights
View
406
Download
0
Embed Size (px)
Citation preview
Addressing the Full Funnel with Snap Ads
Strengthen your Snapchat IQ.
Learn how the combination of options will help you impact customers at every stage of the funnel.
Learn about the latest features and innovative functionality.
Make the most out of your Snap Ads investment.JOSH DRELLER
VP, PRODUCT MARKETING
4C
Webinar Details
Please ask questions for Q&A session at the end.
Let us know if you are having any technical issues
Today’s Agenda
Snap Ads Intro
Addressing the Full Funnel
• Top funnel
• Mid-funnel
• Bottom-funnel
Creative Best Practices
Measurement
API Partners
Q&A
Leading the convergence of TV and social media4C delivers data science and media technology for analytics and activation.
Marketers follow consumers
When you hear that more people watched the Live Story for the Video Music Awards than the live show on MTV, it makes you stop and pay attention.
MARK HIMMELSBACH, PRESIDENT, CONTENT AND SOCIAL, OGILVY & MATHER NORTH AMERICA
eMarketer Marketer’s Roundtable: How Snapchat Compares to TV as an Advertising Channel
Snapchat is Aligned to Consumer Trends
▶ Consumers are watching more videos on their mobile devices.
▶ Mobile messaging apps are increasing in usage.
▶ Cameras on mobile phones are better and used more often.
▶ For messaging, younger audiences seem to value private and semiprivate conversations over communicating with a wide, connected audience of hundreds of friends and family.
▶ The fear of social posts “living forever” makes Snapchat’s ephemeral nature more attractive than traditional apps.
Proprietary and confidential. ©2017 4C Insights, Inc. 7
Today’s Expert Panelists
JAMES BOROW
Director, Revenue Programs
SNAPCHAT
TAYLOR SHANNON
Associate Director
RESOLUTION MEDIA GROUP
SEIF HAMID
SVP, Product
4C
Snap Ads are…
Designed to communicate your brand message in a
high-impact format that’s truly made for mobile.
Adaptable to suit your needs, whether it’s delivering
brand messaging or driving particular actions.
Proprietary and confidential. ©2017 4C Insights, Inc. 10
Snap Ads Long-Form Video
DEEPER DIVES INTO BIGGER STORIES.From full-length trailers and short films to how-tos and behind-
the-scenes footage, Snap Ads Long-Form Video allows
advertisers to combine a bite-sized teaser with a long-form
narrative in one simple swipeable package.
Reporting
▶ Reach and Frequency
▶ Top Snap Average Time Viewed
▶ Top Snap View-Through by Quartile
▶ Swipe-Up Rate
▶ Long-Form Video View-Through by Quartile
Proprietary and confidential. ©2017 4C Insights, Inc. 13
Snap Ads Web View (Branding)
YOUR PRELOADED EXPERIENCE. JUST ONE SWIPE AWAY.With Snap Ads Web View, the website you choose is pre-loaded,
making access to the site near-instantaneous upon swiping up. You can
run Snap Ads Web View campaigns anywhere on Snapchat.
Reporting
▶ Reach and Frequency
▶ Top Snap Average Time Viewed
▶ Top Snap View-Through by Quartile
▶ Swipe-Up Rate
▶ Average Time on Site
Proprietary and confidential. ©2017 4C Insights, Inc. 14
Sponsored Geofilters
Metrics Available
TOTALSwipes Uses, Views, Uses/Swipes, Reach
UNIQUESwipes, Uses, Views, Uses/Swipes, Reach
Proprietary and confidential. ©2017 4C Insights, Inc. 15
Sponsored Lenses
Metrics Available
TOTALPlays, Uses, Views, Uses/Swipes, Reach
UNIQUEPlays, Uses, Views, Reach, Use/Play, Play Time
DIRECTSnap Uses, Views, Views/Use
STORYUses, Views, Views/Use
Proprietary and confidential. ©2017 4C Insights, Inc. 16
Broad Targeting
▶ Age Buckets (13-17, 18- 20, 21-24, 25-34, 35+)
▶ Gender (M/F)
▶ Geography - 29 Countries available (and growing)
▶ OS, Device and Connectivity
▶ Snap Lifestyle Categories
▶ Snap Audience Match, i.e. First Party Audiences Lookalikes
▶ DLX Categories
▶ Carrier
Proprietary and confidential. ©2017 4C Insights, Inc. 17
Web-View (Lead Generation, Offer Redemption, etc.)
YOUR PRELOADED EXPERIENCE. JUST ONE SWIPE AWAY.With Snap Ads Web View, the website you choose is pre-loaded,
making access to the site near-instantaneous upon swiping up. You can
run Snap Ads Web View campaigns anywhere on Snapchat.
Reporting
▶ Reach and Frequency
▶ Top Snap Average Time Viewed
▶ Top Snap View-Through by Quartile
▶ Swipe-Up Rate
▶ Average Time on Site
Proprietary and confidential. ©2017 4C Insights, Inc. 19
Snap Audience Match (SAM) Targeting
Anonymously match data from your existing lists of email addresses and mobile IDs with Snapchat’s pool of consumer data
Personally Identifiable Information (PII) compliant
Proprietary and confidential. ©2017 4C Insights, Inc. 20
Reengagement Targeting
Snap Engagement Audiences allow you to build an audience from
Snapchatters who interacted with your National Lens, Geofilter,
and/or Snap Ads. This means you could deploy a Snap Ad to
Snapchatters who tried your Lens, exclude Snapchatters who
already used a Geofilter you ran, or even build lookalike audiences
to reach similar Snapchatters.
1. Snapchatters use brand’s Lens or Geofilter or swipe or install an app from brand’s Snapchat Ad
2. The brand flights Snap Ads to the same audience, with addition of lookalikes
Proprietary and confidential. ©2017 4C Insights, Inc. 21
Datalogix (DLX) Category Targeting
Based on Advanced Demographic and Shopping segments through Oracle Data Cloud.
Proprietary and confidential. ©2017 4C Insights, Inc. 22
Snap Ads Web-View (eCommerce Experiences, deep linking, etc.)
YOUR PRELOADED EXPERIENCE. JUST ONE SWIPE AWAY.With Snap Ads Web View, the website you choose is pre-loaded,
making access to the site near-instantaneous upon swiping up. You can
run Snap Ads Web View campaigns anywhere on Snapchat.
Reporting
▶ Reach and Frequency
▶ Snap Ad Average Time Viewed
▶ Snap Ad View-Through by Quartile
▶ Swipe-Up Rate
▶ Average Time on Site
Proprietary and confidential. ©2017 4C Insights, Inc. 24
App Install Attachment
Available Metrics
▶ Reach & Frequency
▶ Swipe-Up Rate
▶ Snap Ad Average Time Viewed
▶ Snap Ad View-through by Quartile
▶ Number of Installs
Proprietary and confidential. ©2017 4C Insights, Inc. 25
Snap Audience Match (SAM) Targeting
Anonymously match data from your existing lists of email addresses and mobile IDs with Snapchat’s pool of consumer data
Personally Identifiable Information (PII) compliant
Proprietary and confidential. ©2017 4C Insights, Inc. 26
Reengagement Targeting & 3rd Party Targeting
Use these features to continue to reach the very best customers and prospects to fill your funnel
Proprietary and confidential. ©2017 4C Insights, Inc. 27
Creative Best practices
Ads designed specifically for the platform are recommended.
Keep ad creative simple and concise.
Avoid opening an ad with a logo on an intro slate, as it appears jarring for the viewer. However,
the brand’s logo should be introduced within the first :02 of an ad.
Elements to consider that may help drive engagement include the following:
▶ Celebrity talent (recognizable faces)
▶ Informational reward (such as hacks, etc.)
▶ Avoid opening an ad with a close-up product image
▶ Avoid montages of quick scene cuts, which may distract/disengage viewers
Pre-planning creative is key. You can’t just take video ads from other places. Understand the
context of Snapchat and build ads that will work within that context.
Put the most impactful info at the beginning to encourage swipe up and viewing engagement.
Proprietary and confidential. ©2017 4C Insights, Inc. 29
Snap Ads Reporting
▶ Spend
▶ Impressions
▶ Swipes
▶ View time
▶ Completion rate
▶ View quartile
▶ Attachment metrics
▶ Unique reach
▶ Frequency
▶ App installs
Proprietary and confidential. ©2017 4C Insights, Inc. 31
3rd Party Measurement
TRACKING AND VERIFICATION
ONLINE ATTRIBUTION
AUDIENCE INSIGHTS & REACH
AD IMPACT AND RESONANCE SALES LIFT &
ROI
Proprietary and confidential. ©2017 4C Insights, Inc. 32
Benefits of Using an API Partner
▶ Additional features not offered natively by Snapchat
▶ Ability to run auction-based campaigns across the app (Discover, Live Stories and User Stories) and generate the most efficient CPM
▶ Freedom to optimize targeting and creative throughout the campaign to discover what works best for your audience
▶ Goal-based bidding to optimize to impressions, swipes, or app installs (yet just pay for impressions)
▶ Unlimited creative swapping and on-demand reporting
Proprietary and confidential. ©2017 4C Insights, Inc. 34
State of Social Advertising Report
Find out how social media evolved in Q1 and get up to speed on emerging trends and best practices.
4CINSIGHTS.COM/STATEOFSOCIAL
37