Snapchat's the most popular social platform for new ad campaigns: Study

Dive Brief:

  • According to eMarketer, a Cowen and Company survey of senior U.S. ad buyers on what social media platform they expected to begin advertising on in 2016 for the first time shows Snapchat led the list at 22%, trailed significantly by Instagram and Pinterest at 12%.
  • Meanwhile, 39% of respondents said they don’t intend to add any social media platforms to their advertising mix, eMarketer reports.
  • In research from last September, RBC Capital Markets and Advertising Age found that Instagram was the leading social media platform for interest in allocating ad budgets this year at 72%. That survey had Snapchat in third place at 36%.

Dive Insight:

Snapchat is proving to be very formidable in video views, claiming seven million views per day from its 100 million users, inching closer to Facebook’s eight billion daily views from its much larger base of 1.55 billion users.

One issue Snapchat faces is that it scored low for effectiveness in driving ROI and social ad targeting, per the eMarketer report, "Social Advertising Effectiveness Scorecard: Industry Execs Grade the Leading Platforms."

However, Snapchat has been making concessions to marketers, so that in addition to its video views and millennial-heavey audience, it can tout other ad-friendly updates. Last December, Snapchat also made a policy change that let its Discover portal publisher partners link to Snapchat content on other platforms such as Twitter and Facebook.

The messaging app is also building an API for its advertising partners that is expected to be ready for testing this spring. When news of the API broke, an agency executive with knowledge of Snapchat’s plans told Digiday, "Snapchat’s ambition going into 2016 is to have many more opportunities for e-commerce on the platform and other stuff that is more about building audiences."

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Social Media