How Snapchat pitched advertisers a $1.8 million Snapchat ad during the 2015 Super Bowl

SuperBowl50-editorialSeriesv2This year is the first Snapchat has inked deals with big brands for a Super Bowl ad campaign on the platform, but it’s not the first year it’s tried.

Last year, Snapchat was out seeking a single big-name sponsor to spend $1.77 million on video ads in the app on game day. That works out to about 40 percent of what a 30-second commercial would cost during the game. Snapchat was offering the brand three “snaps,” which it calculated as costing 9 cents per unique view. It estimated viewership, over 24 hours, of 15 million with average viewing time of 2.1 minutes

The sponsorship opportunity never materialized, as Snapchat did not post a Super Bowl Live Story last year. It was unclear why the app didn’t get to partake in Super Bowl marketing last year, and this year it sold out its ad offering, according to sources, although it’s unknown at what price level. (Sources put it at “low seven figures.”)

Still, last year’s pitch deck last year — and the big price tag Snapchat was seeking — provides a glimpse into how Snapchat is presenting itself as critical to advertisers during big cultural events. Last year, Snapchat promised up to 15 million viewers would watch a Super Bowl story last year, when it was far smaller than its current 100 million-plus daily user base. Snapchat Live Stories are a main part of the app, where top media and entertainment brands post videos from special events and the sell sponsorships among the videos.

Here’s last year’s pitch deck that explained it all. It’s important to note that the pricing, audience numbers, and other technical specifications are from a year ago.

SnapchatSuperBowlPitch_Page_1
SnapchatSuperBowlPitch_Page_2
SnapchatSuperBowlPitch_Page_3
SnapchatSuperBowlPitch_Page_4
SnapchatSuperBowlPitch_Page_5
SnapchatSuperBowlPitch_Page_6

https://digiday.com/?p=157928

More in Media

How The New York Times is using visuals to boost podcast discovery and grow listenership

To grow podcast listenership and help people discover new shows, The New York Times is experimenting with visuals on platforms like YouTube and its own audio app this year.

Media Briefing: Publishers search for new ways to grow (and authenticate) audiences, overheard at the Digiday Publishing Summit

“[Advertisers] already pay data providers for data. So why not pay the publisher?”

Research Briefing: Publishers’ revenue sources are top of mind at Digiday Publishing Summit

In this week’s Digiday+ Research Briefing, we examine which revenue streams were top of mind for publishers at the Digiday Publishing Summit, how TikTok is getting even more marketing spend from brands and retailers despite facing a potential U.S. ban, and how Disney is rolling out DRAX Direct, a direct integration with the industry’s largest DSPs, as seen in recent data from Digiday+ Research.