Dive Brief:
- Marketers love the idea of tapping into Snapchat’s millennial and Gen Z audience, but have had ongoing issues with lack of targeting and campaign measurement.
- In an effort to add a targeting element, Snapchat is providing marketers with “audience bundles” packages that puts campaigns into different Discover channels based around specific themes.
- Another new offering on the social media platform is Story Explorer, a new feature in its live video section that lets users easily find real-time content and breaking news in their city. New York and Los Angeles are the first two cities getting the feature, with more coming soon.
Dive Insight:
Snapchat’s discover portal now features 17 publisher channels, and looking to offer marketers a way to engage in limited targeting it now offers “audience bundles,” an ad package that serves campaigns based on topics across different channels rather than serving ads to just one publisher channel. An example would be an entertainment package that includes content from People and iHeartRadio.
Snapchat is notoriously circumspect about its advertising plans and features and has not gone on the record about “audience bundles.”
The social media platform did release a blog post announcing a new feature for its live video section, Story Explorer, writing, "It’s the first time you’ll be able to experience that incredible game-winning dunk from thousands of perspectives throughout the stadium — or feel like you’re right there on the scene when breaking news unfolds."
The udpates will come in handy this holiday season, especially as more big name retailers ramp up their social media marketing plans. Advertising on Snapchat is still relatively expensive, however, starting at $100,000, a figure is down from $700,000 just last year.
