Snapchat is looking to give brands more room to share their stories ahead of the holiday season with a new advertising option for extended play commercials featuring video ads that last up to three minutes.
Establishing a deeper respect for consumer’s time and attention is a win-win strategy
Per AdWeek, this idea strives for a win-win scenario where users have the choice of opting out and skipping the mid-roll video ads after six seconds and brands the potential for longer video messaging to keep those genuinely interested engaged.
In a statement from the company’s Vice President of Global Agency partnerships, David Roter, he alluded to the benefits the flexibility of extended play commercials as the platforms looks to earn more of the video advertising market. Primarily, the offering opens the window for advertisers to tap into their existing video assets as opposed to manually cutting their length down to six seconds allowing for more seamless cross-promotion and engagement.
“We’re committed to building high-impact, long-form video ad formats, and extended play commercials are a great option for online video and TV buyers. Heading into the holidays, this format is a powerful new way to reach our Generation Z and millennial audience in Snapchat’s premium, brand-safe Discover content,” Roter said.
This notion was reinforced in a recent Snap Inc. report that explored buyer behavior trends amongst these exact demographics – namely, how they research and purchase, and how brands can connect with them via the app.
Connecting with Millenials and Gen Z Through Authentic Omnichannel Experiences
Together, Millennials and Gen Z have over $1 trillion in direct spending power and mobile commerce is projected to drive nearly half of all U.S. e-commerce sales during the 2019 season.
Sixty-four percent of Snapchat users are likely to start their shopping on Black Friday and 20 percent are choosing to make these purchases with their mobile devices. Looking at Gen Z specifically, over half plan to spend at least $250 during Black Friday and Cyber Monday.
With these figures aside, what’s critical to note as marketers is that this shift in shopping behavior is paramount and will continue to define buying behavior. These younger audiences are unarguably valuable, but earning their attention and maintaining it is a separate story.
Here are a few highlights from the findings and research conducted last year to help you shape your strategy:
- Snapchat users crave omnichannel experiences that they can navigate seamlessly. Compared to those who don’t use Snapchat, 1.5x research online before committing to an in-store person, 2.5x will research in-store and buy online, and 1.5x shop online and prefer to pick-up in the store
- Snapchatters use the platform to consult friends and family throughout the buying journey. Thirty-nine percent send Snaps to their friends to gauge their opinions, and 35% Snap while they browse. A separate 35% send Snaps about the products they’re considering purchasing.
- Snapchat is the leading platform for conversations during and after the shopping experience. While they shop, Snapchat users engage in the app 35% more compared to Twitter, 46% more than Instagram, 58% more than Facebook and 137% more than YouTube. After making their purchase, 65% of users share a post, 46% send a Snap to the brands they’ve purchased from, and 45% tag or mention a brand post-purchase.
Smartphones continue to be an integral source for gathering and sharing information as consumers shop. This isn’t to negate however the opportunity we have to impact the role these technologies ultimately play. Attention is every individual’s most valuable resource and our obligation as an industry is to respect this scarce investment by sharing the stories that meet people where they are and that deliver incredible experiences they willingly want to engage with.
Check out the full infographic below via Snapchat
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