Despite wavering ad performance and other challenges—not to mention fierce competition from other social platforms—Snapchat’s innovative features and young user base continue to attract advertisers. eMarketer's Tricia Carr spoke with Simon Lejeune, head of user acquisition at flight- and hotel-booking app Hopper, about the success of its direct-response campaigns, and why the company will continue to invest in Snapchat advertising.
What’s your primary goal when you advertise on Snapchat?
We want users to download the app, search for a flight, track prices by turning on push notifications, and book that flight a couple months later.
Snapchat has been moving fast from their brand-awareness model to a more direct-response model where advertisers care about ROI [return on investment] more than eyeballs, which is where we are.
Which Snapchat ad formats have been the most effective for ROI?
We do Top Snap ad campaigns and Snapchat Story Ads, which are the more common formats. They seem to be the most effective in terms of ROI, and they’re easy to create, deploy and iterate upon.