Peter Naylor de Snapchat
“Driving results with mobile storytelling that brings people together” is Snapchat’s slogan. Peter Naylor, Americas VP of Sales, and Jeremi Gorman, Chief Business Officer, both of Snap Inc. showed that they honor this by manual curation means. During their presentation on NewFronts, Gorman noted that Snapchat provides an incremental reach of more than 113% – in the 18-34 years’ demo – with leading connected TV providers.
The platform has 280 million daily active users in the US, and that 90% of its audience are between 13-24 years old, while 75% are 13-34. “About 60% of our audience over the age of 18 watches less TV or just doesn’t watch TV,” Gorman noted.
They made special mention of its Discover and Spotlight segments, where Spotlight in March of this year alone attracted 125 million monthly active users.
Another interesting fact is that Snapchat users tend to live in broadband-only households, more than the other networks like Facebook, Instagram, TikTok, and Twitter.
They noted that Snapchat’s six-second ads are twice as effective as 6-second and 15-second ads on other streaming platforms, a key point in the brand awareness measurement.
Among the new content they presented are the docuseries Lago Vista and Coming Out, as well as shows with Dixie and Charlie D’Amelio and Megan Thee Stallion.
