What Happened
Snapchat continues to experiment with new ad products, as it aired its first live-streaming ad last night for Turner network to promote TruTV’s “Upscale with Prentice Penny” series. Turner ran the ad spot during a red carpet event for the show, which invites users to swipe up on the ad to watch a 360-degree live stream of the event, which offers viewers a behind-the-scenes look. After the live event ended, Turner also ran Snap Ads throughout the evening that redirect users to watch a trailer for the series.
What Brands Need To Do
This is a commendable attempt on Snapchat’s part to bring livestreaming into its ad offerings, injecting a sense of immediacy that goes well with Snapchat’s now-or-never philosophy of phenomenal messages. It also serves as the latest example of brands exploring the unconventional ad products that Snapchat offers. Just last Friday, whiskey brand Jameson ran branded Snapchat geofilters at 75 bar districts around the country to celebrate St. Patrick’s Day. As Snapchat doubles down on its ad business as its user growth start to slow, it is time for brands to reconsider their media mix and consider adjust the ad budget to include it to reach mobile customers where they already are.
Source: Variety