Discover ads lift ad awareness by 65%

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 23, 2021, 1:03 AM UTC

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.

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