Snapchat: Now Offering Ads.
With 100 million monthly users (August 2014), it’s only natural for Snapchat to actually make some money now by monetizing their user base through advertising. Just as Pinterest is looking to refine its ‘Promoted Pins’, and how Twitter has developed a comprehensible advertising scheme after a long testing period; Snapchat is now offering ads.
Although the first advertising was deemed ‘creepy’ primarily because it was a ’20 second trailer for horror film Ouija’, Snapchat wants to steer clear from what they call ‘creepy targeting’. Snapchat says that:
“The best advertisements tell you more about stuff that actually interests you. Some companies spend a lot of time and collect a lot of data about you to figure that out. The product we’re releasing today is a lot simpler. An advertisement will appear in your Recent Updates from time to time, and you can choose if you want to watch it. No biggie. It goes away after you view it or within 24 hours, just like Stories.
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.”
Universal film ‘Ouija’ was keen on advertising in Snapchat because “We like to select media platforms that are appropriate for our audience. We’ve been closely following Snapchat and its adoption. It seems to be right in the core of our target audience for the movie Ouija,” (Doug Neil, Executive VP of marketing). Of the 100 million monthly users, 71% are under 25 years old; an ideal target for horror flicks.
Snapchat is a photo messaging app where users can take photos, record videos, add text and drawings, and send them to a list of recipients. These photo and videos are known as “snaps”, and users set a time limit for how long recipients can view their Snaps (1-10 seconds). Supposedly, after the time limit expires, the content will be hidden from the recipient’s device and deleted from Snapchat’s servers. This is the primary reason why Snapchat’s user is base is primarily teens; the time limit serves as a way to elude parental control. As of May 2014, users were sending 700 million photos and videos per day.
Here’s the movie trailer many users are freaked out about