Advertisers don't see new, immediate value in Snapchat's ad offerings despite its brand marketing campaign

A month after Snapchat launched its global riposte to social media with the strapline “Less likes, more Snapchat”, marketers have been left none the wiser as to whether this is going to ladder up into something for its ads business.

March 13, 2024

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Advertisers don't see new, immediate value in Snapchat's ad offerings despite its brand marketing campaign A month after Snapchat launched its global riposte to social media with the strapline “Less likes, more Snapchat,” marketers have been left none the wiser as to whether this is going to ladder up into something for its ads business. Additional coverage: This week’s Digiday+ Future of TV Briefing looks at how business outcome measurement and guarantees may figure into this year’s upfront market. The conundrum between privacy-compliance and competition continues. The leading cinema advertising chain not only is offering business outcome guarantees but is also rolling out access through programmatic means in its upfront offerings. ICYMI our most-read story so far this month: Newsguard debuts new automation tools for tracking election-related misinformation Other things to know about The Digiday Awards are your chance to gain recognition as the best in media and marketing. Check out new categories including Best AR/VR Campaign, Best Use of Retail Media and many more. To create a truly interoperable environment that doesn’t necessitate extensive modifications or custom integrations, publishers and advertisers are turning to data collaboration solutions. Sponsored by Optable. If marketers add too many attributes to their audience targeting, they can narrow the segmentation to the point of missing out on driving brand relevancy. Sponsored by Acxiom. Top Stories Ivy Liu Marketing on Platforms Advertisers don't see new, immediate value in Snapchat's ad offerings despite its brand marketing campaign A month after Snapchat launched its global riposte to social media with the strapline “Less likes, more Snapchat”, marketers have been left none the wiser as to whether this is going to ladder up into something for its ads business. howdy! Business of TV Future of TV Briefing: How outcome-based measurement may figure into this year’s upfront market This week’s Future of TV Briefing looks at how business outcome measurement and guarantees may figure into this year’s upfront market. Sponsored by Klaviyo Brands like Dagne Dover are tapping into new channels to grow revenue After building an effective email marketing strategy, Dagne Dover turned to SMS to drive message reinforcement and cross-channel conversions. Advertisement howdy! Data Regulation Competition advocates urge further Privacy Sandbox delays The conundrum between privacy-compliance and competition continues. Sponsored by Bango Report: How subscribers are responding to climbing prices While a new survey finds that 35% of American subscribers pay for a service they previously accessed for free, more than half have discontinued their subscriptions because of price hikes. Download this new report for more insights on what drives them off and what consumers want from their subscriptions in 2024. howdy! Strategizing for the Future National Cinemedia to offer guarantees on business outcomes this upfront The leading cinema advertising chain not only is offering business outcome guarantees but is also rolling out access through programmatic means in its upfront offerings. Advertisement Sponsored by Yieldmo How to elevate creatives with AI and dynamic format optimization Marketers are using AI for last-mile optimization to deliver the best format experience for a creative every time — ensuring the hard work put into crafting the campaign messaging, targeting and more reaches consumers in the best manner possible. howdy! Life Beyond the Cookie Criteo is exploring a services layer for Privacy Sandbox It seeks to tap open web legacy to bridge third parties’ knowledge gaps as Google sticks to its cookieless deadline. howdy! Beyond Ads Q4’s stasis provided a launchpad for publishers’ Q1 advertising businesses Data from Boostr’s Q4 2023 Media Ad Sales Trends Report reveals that while Q4 wasn’t overlooked by advertisers, it was hardly a banner quarter. All Latest Stories

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