Snapchat has begun a venture into the world of advertising. Snapchat introduced a new service titled “Snapchat Discovery” to companies in hopes that advertising on the app will bring more attention to their brand, even if it is just for a few seconds.
Though it initially seems like a good idea, with Snapchat recently being evaluated to be worth $10 billion, advertisers will not be able to choose the audience for which their “snaps” will be sent. For example, an ad for a new eye shadow for Cover Girl could be sent to a sixteen year old boy, who would have little to no interest in anything Cover girl related. Also, companies that fall in to luxury brands should be aware before deciding to advertise with Snapchat that their advertisements would be included alongside ads for Doritos or Taco Bell.
“Snapchat is reportedly making the rounds with brands and agencies. In its pitch deck, Snapchat boldy declares to marketers, “Now it’s your turn,” and goes on to advise, “We recommend experimentation.””
Companies such as MTV, “Girls” on HBO, the New Orleans Saints, and McDonalds have already jumped on the “Snapchat Discovery” bandwagon.
Klienberg, A. (2014, August 22). Thinking About Snapchat? Snap Out of It | Agency News: Viewpoint – Advertising Age. Retrieved September 2, 2014, from http://adage.com/article/agency-viewpoint/thinking-snapchat-snap/294667/