A recent survey from Snapchat and Nielsen found that Discover content commercials increased the average lift in action intent of consumers by 2.8 times.
Snapchat's analysis revealed that over 90% of the US Gen Z population watched Discover Shows and publisher content in Q4 2020, owing to the popularity of Discover shows among users. As users now spend more time online, digital video consumption increased 2:29 hours in 2021.
In addition, online video is slated to grow to 2:36 hours and 2:42 hours in 2022 and 2023, respectively. This could enhance Snap’s Discover ads options value, as Discover commercials improved efficiency in cost per incremental ad awareness by 65%, as per the report.
Snap Originals, like “Ryan Doesn’t Know” starring actor Ryan Reynolds, on average receive “tens of millions” of viewers. Snapchat is presenting Discover commercials as a potential alternative to traditional television advertisements.
[2 minute read]