Snapchat’s low-end theory


Snapchat has replaced one problem with another, to advertisers' potential benefit: Prices for ads on the platform have gone from ungodly to low, low, low. About two years ago, Snapchat was charging brands $300,000 to $500,000 to sponsor a Lens, an animated filter that transforms people's faces in funny waysinto a Taco Bell taco, for example. For its video ads, which filled the entire screen and played automatically with the sound on, it wanted $750,000 a pop. "Brands put them in the penalty box," says James Douglas, head of media at Reprise, an IPG-owned digital marketing agency. Continue reading at AdAge.com

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