By Evan DeSimone
Snapchat has announced a new ad bundling package that will give marketers the chance to target its audience more accurately than ever before.
Snapchat is a popular, fast-growing digital platform that boasts over 100 million active and a reported 6 billion views per day, but it has struggled to hit it off with advertisers. Despite its theoretically huge reach, Snapchat hasn’t historically offered marketers the kind of flexibility that platforms like YouTube and Facebook do. Now, the app is aiming to change that by packaging its various media partners around specific themes that will allow advertisers to select, with greater accuracy, the segment of Snapchat’s audience they wish to reach.
In its initial rollout the program will be grouped around wide themes. For example, advertisers wishing to reach a specific audience could select a “world news” package to see their campaign integrated into Snapchat Discover channels like CNN or Vice, and a marketer looking to reach a wider pop culture audience could opt to advertise on a package including Buzzfeed and IGN.
The move is a step toward more accountability for Snapchat, but it’s a far cry from the deep demographic targeting and expansive analytics offered by social networks like Facebook and Twitter. For example, marketers don’t have the ability to see click-through rates or other standard data points that have become the industry standard for measuring a campaigns reach and impact. However, the move does show that Snapchat is more aggressively chasing advertising partners as it grows its network of media partners with the addition of popular outlets such as Vox.