Even after all of the success that social media outlets like Twitter, Facebook, and Snapchat have had, they're still competing to win each other's audiences and as a result, your time and attention.
The future of Snapchat's ads
Snapchat insiders had some interesting tidbits to report about the future of Snapchat’s advertising techniques. After avoiding being bought-out by Facebook in 2003, the upcoming iPhone and Android application has a lot planned regarding how it's going to show off its sponsors, and it is a little bit reminiscent of Facebook's own ad game. One of the biggest (rumored) plans is regarding ad targeting, specifically using its discovery component to show ads based on what users are checking out and placing ads depending on browser searches from the user. Management in the company has also been in talks about changing the way users' friends' stories are displayed in the app. Instead of the current look, it would have the most interesting stories at the top, depending on the viewing history of other stories. This new component can be closely compared to how Facebook's timeline is updated and maintained.
Easy advertising, easy targeting
Once Facebook became so successful, its ad technique didn't go unnoticed. Facebook helps brands out with its ad targeting. They take the time to ensure these brands are getting as much advertising as they can for what they paid for, which Snapchat is catching on to. Another one of Snapchat's new plans is to use context of the content users are viewing instead of the channel, which can host a variety of content. For example, someone who views CNN's channel only for current events about animals would be grouped by companies into an animal interest category instead of a category of current events.
Beyond the app
It's also rumored Snapchat will be trying to track its users outside of the app, and use their data to target them for ads. According to one source, the company is developing a way for third-party programming apps to buy ads from Snapchat based on this feature. With all of these new developments, it may get pricey for those companies who bought ads. Snapchat is in the process of hiring a new head of global sales to manage all of the new revenue and a director of measurement. It's also taking more measures to track its advertisement success with a firm called Moat, which helps them count ad views and target viewers.
Time will tell how Snapchat might be able to win over more advertisers and a more successful advertisement viewing rate. With Snapchat’s dedication to its advertisers, the future looks bright. The app yields more than seven billion daily videos, so something is working pretty well. What do you think? Will Snapchat be sucessfull with this new course of business?
