Snapchat Ads allows you to serve static display and video ads to users viewing stories along with custom filters that can be geo-fenced to users in specific locations.
Reach:
~70 million
Snapchat Ads
Paid Social Media
Users
~85 million
Meant For
Communications & Digital Staff, Ad Agencies
Resources
Who Is It For
Campaigns and organizations looking to expand their media mix, especially if they’re looking to target a younger demographic as Snapchat has a large user base in the 18-24 range.
Common Use Case
GOTV campaigns targeted at younger voters.
Strengths
- CPMs are considerably cheaper than most other ad platforms
- A responsive political ad support team
- Snap ads are typically viewed in between video stories from friends, creating an ad environment where the viewer is more attentive
Drawbacks
- Political ads can take over 24 hours to be approved as they are all manually reviewed.
- No pre-built 1st party political target audiences. Can only match lists through email, phone, or mobile ID exclusively. 3rd party data can be uploaded only through a partnership with Oracle.
US Political Ad Policies
- In order to access U.S. Congressional Political district targeting, you must inquire with their ads support team to get whitelisted and have that functionality added to your ad account.
- All political ads and filters require a paid for by disclaimer, similar to Facebook’s requirement.
CPM by Creative Type
- Static: $6.55
- Filter: $6.04
- Story: $3.12
- 6s video: $6.12
- 15s video: $4.59
Avg CPM by Objective
- Engagement: $6.04
- Lead Gen: $7.24
- Awareness: $5.53*Based on internal data
Notable Targeting Capablities
- Geo-targeting (Country, state, city, zip code, U.S. congressional district)
- Interest based targeting, such as T.V. show consumption behaviors, which can be used to create politically inclined audiences
- Custom 3rd party data can be uploaded from Oracle, a potential path for uploading voter file data
- Demographic targeting including age, gender, household income, and parental status
- Custom list audiences and web traffic retargeting
- Micro-location categories like college campuses, and chosen radiuses around a specific address like a rally venue
Hot Takes
“If you’re already familiar with running Facebook ad campaigns, Snapchat’s ad interface and targeting options will feel incredibly familiar. If you’re interested in reaching younger voters at dirt cheap CPMs, seriously consider adding Snapchat to your media mix.”
– Landru Parker, ACRONYM
The Paid Media Tools Assessment is produced by ACRONYM and powered by Arena.
Related Tools
Reach:
~214 million
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