Dive Brief:
- When marketers think of the social Super Bowl, Facebook, Twitter and YouTube are probably first to mind, but Snapchat joined that party in a big way this year.
- According to a ClickZ article, four official Super Bowl sponsors – Budweiser, Amazon, Marriott and Pepsi – each paid in the low seven figures to augment their Super Bowl marketing on Snapchat.
- AdParlor research from December anticipated Snapchat’s rise as a Super Bowl social media player finding 31% of brands reported plans on including Snapchat in Super Bowl campaigns.
Dive Insight:
The NFL got into the Snapchat act as well. The league partnered with Snapchat back in September and after that time its users created an average of 60 hours of content during each game during the season. For the big game, Snapchat sold out its Live Story with the NFL.
The messaging app reached number two in the Apple Store during the game, including one new user in Lady Gaga, who sang the national anthem at the start of the game, and according to ClickZ, the pop icon immediately gained a lot of Snapchat followers.
However, industry insiders complain Snapchat still lacks measurement and targeting that other social media platforms offer. Heidi Besik, group product marketing manager for Adobe Social, told ClickZ, “If you’re looking to reach 13 to 24 year olds, Snapchat is undoubtedly the platform to explore right now. The current reality is that ROI metrics will leave much to be desired.”
For marketers, not being able to pinpoint where they stand among the competition because of the lack of data makes it difficult to understand what they're doing right and what they can improve.
Echoing this concern was Ted Murphy, CEO of IZEA, who told ClickZ that as a marketer, "not knowing what kind of engagement things are getting and not being able to follow things in a more public manner, it’s hard to understand what’s happening."
