Topher Burns, director de grupo de Estrategia de Distribución de Deep Focus
Snapchat is one of the digital platforms with the highest ad buys. The application has reached this position very rapidly: they first began monetizing ads barely 15 months ago. Since then, they have managed to get brands to pay up to US$750 thousand for sponsorships. Currently, brands and advertisers expect more and better marketing tools. “I think Snapchat has just begun to scratch the surface of what they could do as a vehicle for brand content” said Noah Mallin, Head of Social, MEC North America. “My sense is its growth will continue and even accelerate [throughout] 2016. What happens beyond that is tied to their ability to do what Facebook has done so wellkeep innovating new ways for users and advertisers to find value from the platform.”Snapchat, with its 100 million daily users is expected to have its IPO in 2016, just four years after the launching of the app. So it took Evan Spiegel, Snapchat´s CEO, half the time it took Facebook´s Mark Zuckerberg, to reach the same spot in 2012, when his site went public in its eighth year.”Snapchat’s major advantage is that it’s entirely rooted in the user behavior and values of a digitally native demographic, not in those of a demo who started using social media in college” noted Topher Burns, Group Director, Distribution Strategy at Deep Focus.
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