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Addressing the Full Funnel with Snap Ads

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4C VP, Product Marketing, Josh Dreller hosted a webinar on Snap Ads featuring James Borow, Director of Revenue Programs at Snapchat, Taylor Shannon, Associate Director at Resolution Media Group, and Seif Hamid, SVP, Product at 4C. Watch the full webinar recording: https://youtu.be/ENDKeA3G3wY

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Addressing the Full Funnel with Snap Ads

  1. 1. Addressing the Full Funnel with Snap Ads
  2. 2. 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
  3. 3. Webinar Details Please ask questions for Q&A session at the end. Let us know if you are having any technical issues
  4. 4. Today’s Agenda Snap Ads Intro Addressing the Full Funnel • Top funnel • Mid-funnel • Bottom-funnel Creative Best Practices Measurement API Partners Q&A
  5. 5. Leading the convergence of TV and social media 4C delivers data science and media technology for analytics and activation.
  6. 6. 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
  7. 7. 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
  8. 8. Today’s Expert Panelists JAMES BOROW Director, Revenue Programs SNAPCHAT TAYLOR SHANNON Associate Director RESOLUTION MEDIA GROUP SEIF HAMID SVP, Product 4C
  9. 9. Snap Ads
  10. 10. 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
  11. 11. Snap Ads - Vertical Video Views Proprietary and confidential. ©2017 4C Insights, Inc. 11
  12. 12. The top of the funnel
  13. 13. 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
  14. 14. 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
  15. 15. Sponsored Geofilters Metrics Available TOTAL Swipes Uses, Views, Uses/Swipes, Reach UNIQUE Swipes, Uses, Views, Uses/Swipes, Reach Proprietary and confidential. ©2017 4C Insights, Inc. 15
  16. 16. Sponsored Lenses Metrics Available TOTAL Plays, Uses, Views, Uses/Swipes, Reach UNIQUE Plays, Uses, Views, Reach, Use/Play, Play Time DIRECT Snap Uses, Views, Views/Use STORY Uses, Views, Views/Use Proprietary and confidential. ©2017 4C Insights, Inc. 16
  17. 17. 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
  18. 18. The middle of the funnel
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. Datalogix (DLX) Category Targeting Based on Advanced Demographic and Shopping segments through Oracle Data Cloud. Proprietary and confidential. ©2017 4C Insights, Inc. 22
  23. 23. The bottom of the funnel
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. Creative Best Practices
  29. 29. 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
  30. 30. Measurement Measurement
  31. 31. 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
  32. 32. 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
  33. 33. Snap Ads API Partners
  34. 34. 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
  35. 35. 4C’s Advanced Features for Snap Ads Proprietary and confidential. ©2017 4C Insights, Inc. 35
  36. 36. Q&A
  37. 37. 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
  38. 38. VISIT 4CINSIGHTS.COM OR FOLLOW @4CINSIGHTS

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