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Snapchat users see advertising on the platform frequently, but how often do they engage with it?
Not very often, according to March 2017 research from J.P. Morgan—though Snapchat’s sponsored creative tools appear to be catching users’ attention more than its other ad offerings.
More than half of US Snapchat users surveyed said they never engaged with sponsored filters or lenses on the platform. While that number is substantial, it’s smaller than the proportion for other ad interactions.
For example, nearly three-quarters of respondents said they never swipe up on Snapchat ads. (Users swipe up to get more information or to go to a brand’s website.) Another 68% said they never watch video ads on the platform.
But while user engagement is higher with sponsored filters or lenses, that’s not necessarily good news for advertisers.
“Sponsored geofilters and sponsored lenses are harder to scale, and the measurement metrics used to gauge performance are different than standard display or video ad measurement metrics,” said eMarketer principal analyst Cathy Boyle.
“That makes it tricky to gauge their effectiveness compared with other ad formats,” she said.
When it comes to ad engagement, age is definitely a factor.
According to research from Kantar Millward Brown, only a minority share of young internet users—Snapchat’s core user base—said they like any type of digital ad.
A separate Adweek survey conducted by Survata found that young people are unimpressed by ads on both Instagram and Snapchat.
Roughly 28% of teen and millennial users said they “hated” the ads seen on Snapchat, while 20% said the same about Instagram ads.
US paid media ad spending will grow steadily in 2017, on the heels of a strong 2016 boosted by the Rio Olympics and the presidential election. A focus on mobile will fuel growth, pushing total media spend to more than $206 billion this year—a moderate increase of 6.1%.
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