Snapchat Ads

Paid Social Media

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.

Users

~85 million

Meant For

Communications & Digital Staff, Ad Agencies

Resources

Who Is It For

Unlike other social media platforms, YouTube is video-first, and thus is a natural fit for ad campaigns with quality video content. Campaigns run through Google Ads, the ad platform that also houses Google Search and Google Display, and benefits from Google’s wealth of data on users.

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

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