How Brands Are Behaving On Snapchat
Summary
Sure, swiping around the app can offer some clues, but MediaRadar took a more methodical approach by analyzing the activity of 397 brands from last November through this past January. Not too surprisingly, ad spend is highly concentrated in entertainment (48%), with tech (13%) and retail (12%) coming in a distant second and third. Beyond Snapchat’s core demographic of young folks, brands are responding to increases in the share of older users. Also of note, the intelligence firm found almost no examples of brands buying across all of a single publisher’s Snapchat channels. Among other examples of this, Exxon only bought with the NFL from November through January, while Dunkin’ Donuts appeared to restrict itself to ESPN’s Discover channel during the period.
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