This waiting game has always worked for them.”
“Snapchat is really a compelling mobile platform,” said SocialCode CEO, Laura O’Shaughnessy. “It’s incredibly engaged by millennials and Generation Z. It’s a better place to connect with them and serve them awesome, relevant ads. It’s humongous for brands.” SocialCode, which will be one of Snapchat’s ad sales partners, sells digital advertising on platforms including Facebook, Instagram and Pinterest using its proprietary analytics. Not all have the same faith in Snapchat as SocialCode as some agencies and advertisers have had issues with Snapchat, including the fact that it has a smaller user base than Facebook and Snapchat’s limited targeting capabilities. Snap- chat’s platform has recently added age, gender, location, device or operating system, carrier and content affinity targeting in response to those concerns. “Snapchat is no longer a niche buy,” Mindshare NA’s Managing Director of Digital, Mike McLaughlin said in a statement. “Especially among millennials, if you look at the scale and daily time spent, you have to consider Snapchat a core reach vehicle. But they’ll need to continue to make advances in terms of targeting and account- ability to steal market share from other platforms and become an absolute necessity for brands.”
With all this excitement about Snapchat what about its users, well it will be snapping as usual except that ads will appear between their friend’s Snapchat stories, ironically giving them something else to Snapchat about.
121 DECEMBER 2016 • SPOTLIGHT ON BUSINESS
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