Millward Brown Digital teamed up with Snapchat to research the app’s first makes an attempt at monetization, and the outcomes look fairly good. Whereas the research was commissioned by Snapchat itself, the branding consultancy discovered customers had a usually favorable response to each “Model Tales” and sponsored variations of “Our Tales.”
In an evaluation of the primary six promoting campaigns to seem within the app, Millward Brown Digital discovered that Snapchat customers have been 3 times extra receptive to cellular advertisements than common: 60 % of customers appreciated sponsored “Our Tales,” and forty four % loved “Model Tales.”
Not solely have been customers receptive to Snapchat advertisements, manufacturers noticed will increase in advert consciousness and model favorability. However most significantly, campaigns led to precise gross sales. From a release saying the research:
Analysis linking advert publicity to offline exercise indicated that viewers of the ‘Dragon Age’ online game Model Story have been 7 % extra doubtless to purchase the sport, exhibiting buy intent within the prime quarter of comparable cellular campaigns. Millward Brown Digital additionally measured the influence of NBCUniversal’s Ouija and Dumb and Dumber To Model Tales on precise film attendance in the course of the movies’ opening weekend, discovering that the campaigns drove a thirteen % improve in turnout amongst these uncovered.
Whereas the app nonetheless has an extended strategy to go to reside as much as its $10 billion valuation, its preliminary monetization efforts are off to an excellent begin, and buyers seem to agree.
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The post Customers Are Very Receptive to Snapchat Advertisements, In response to Research appeared first on DICKLEUNG DESIGN 2014.
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