“We
won’t put advertisements in your personal communication – things like Snaps or
Chats. That would be totally rude. We want to see if we can deliver an
experience that’s fun and informative, the way ads used to be, before they got
creepy and targeted. It’s nice when all of the brilliant creative minds out
there get our attention with terrific content”
Snapchat's Press
Release announcing to users that they're placing advertising in the Recent
Updates section of the Snapchat Apps
Well,
that’s rather quick of them, as I knew they couldn’t hold out for very long!
Snapchat, after the hack-that-wasn’t
spectacle involving some 200,000 teenie bopper nudes “leaked” by Third-party websites Snapsave and Snapsaved aka the Snappening as explained
my blog article
entitled “200,000
Naked Teenagers in Snapchat’s Snappening – How Teenagers Private Parts got
swiped by Child Pornography Admins in the Thomas Crowne Affair”, is again
in the news!
This time it is for the fact that they plan to launch an Advertising Service to send random advertisement in the Recent Updates section of Snapchat as reported in the article “Snapchat's advertising push begins”, published by Ian Sherr by October 17, 2014 3:50 PM PDT, CNET News.
This
announcement was made in a Press Release dated Friday October 17th
2014 on their Snapchat Blog entitled “Advertising
on Snapchat”, published October 17, 2014 viewed by Lindsworth Deer, Snapchat Blog.
Snapchat by the Numbers
– Huge potential for reaching Teenagers with Products
However,
it didn’t make mention of the name of the advertising platform being Snapchat Discovery; that’s the WSJ’s source
as per their article “News
and Ads to Debut on Snapchat”, published Aug. 19, 2014 6:25 p.m. ET By
GILLIAN TAN, DOUGLAS MACMILLAN and JACK MARSHALL, The Wall Street Journal.
Apparently
Snapchat's Chief Executive Evan Spiegel
had been meeting Advertising Executives in a bid to wrangle lucrative
advertising contracts for their Snapchat
Discovery Advertising Platform according to the Wall Street Journal's source.
Snapchat does have a very strong arguement,
as according to ComScore estimates, the monthly usage of their ephemeral App
has reached some 27 million per month with some 100 million active users,
mainly Teenagers (ages 13 to 18), who may see him as a younger, more
trustworthy face compared to the Wall-Street Controlled and Privacy-snafu prone
Facebook.
During his presentations to those executives, the source to the Wall Street Journal pointed out that Snapchat's Chief Executive Evan Spiegel used a slide presentation to drive home his point for them investing their advertising dollars in their new Snapchat Discovery platform that would target the Teenage demographic i.e. 13 to 17 years old. According to marketing news site Digiday:
1.
700 million self-destructing snaps per
day, some nude and some fully clothed
2.
50% of their user base is Teenagers
(aged 13 to 17)
3.
14 times a day is the average time a
user check their Snapchat account on
their smartphone
So
what form will these advertisements take? I’ll explain this while I undress
myself to get naked and in the frame of mind to type what comes next, dear
reader!
Snapchat does
Advertising – Snapchat Discovery is really Snapchat stories but for Advertising
Most
likely the advertisements will be single image or video ads that will Appear in
the Recent updates section as the Press Release reports based on the first set
of ads thus far on Monday October 20th 2014 as reported in the
article “Snapchat
messaging App gets its first ad... and it's very creepy”, published Monday
20 October 2014 11.03 BST by Stuart Dredge, The UK Guardian.
This will be a lot like Snapchat Stories, a feature Snapchat launched in October 2013 to make
your snaps into a kind of collage that lasts for 24 hours as explained in “Snapchat
lets photos live for a day with 'Stories'”, published October 3, 2013 8:32
AM PDT by Lance Whitney, CNET News.
According
to the Snapchat Press Release, these ads
are designed to be non-invasive and there is no plan in the future to filter
them into the Chat or nudies ….er….I mean Snaps section.
This
means Snapchat is avoiding the popular
form of Native Ads, where ads are interwoven into the content so that they’re
always in your face as per the promise of newly minted COO (Chief Operation
Officer) Emily White as suggested by the article “Snapchat
COO Emily White Wants To Make Ads Incredibly Obvious To Users”, published
OCT. 23, 2014, 2:39 PM by ALYSON SHONTELL, Business Insider.
Instead, like Snapchat Stories, the ads will appear in the Recent Updates Section also last as long if not viewed or disappear once acknowledged by the Snapchatter. Advertising but not in your face and the freedom to ignore them; sounds almost too good to be true, but so far, that’s been the case!
Snapchat’s
Self-Efficacy – The proof of the Snapchat Pudding is in the Tasting
This
is another ballsy move by the company that reportedly turned down US$3 billion
from Facebook back in November 2013 to
buy them out as reported in the article “Snapchat
said to rebuff $3 billion offer from Facebook”, published November 13, 2013
11:03 AM PST by Jennifer Van Grove, CNET News.
Their
self-efficacy is now being rewarded, as many aren’t fond of Facebook’s lack of privacy, which would
explain why Poke got the cold shoulder and their latest effort Slingshot as
described in my blog
article entitled “Facebook's
Creative Labs Division debuts Slingshot – The Paper Man need Friends Nearby +
Firechat + Group Mini-Games = Original Design”, has morphed into a mere Snapchat Clone.
Even Microsoft Xim, basically a practical spinoff of Microsoft Fuse Labs experimentation with Conscious Shared Slideshow Experience, is better than Facebook Slingshot as described in my blog article entitled “Facebook's Creative Labs Division debuts Slingshot – The Paper Man need Friends Nearby + Firechat + Group Mini-Games = Original Design”.
So
now I’ve cleared that up, how good are these ads anyway?
Whatever
form they take, be they videos of images with build in hyperlinks, they better
be cooler than the drab ones on Facebook
as opined in the article “Snapchat
Ads Are Probably Cooler Than Facebook’s, But Still Not Cool”, published
October 18, 2014 by Jordan Crook, TechCrunch.
Time
will tell if we start hearing Stories about Snapchat
Discovery peeps buying products because of ads they saw on a Nudie App called Snapchat.
Oh
snap, I just remembered….! Dear reader, tell me what you think of the Ads in
the comments below! Cool or is Snapchat
a tool?
Cheerio
Snapchatters!
No comments:
Post a Comment