Join us at the Digiday Publishing Summit from March 24-26 in Vail
For the second time in a week, Evan Spiegel is proving to be quite the budding YouTube star. The Snapchat CEO released another homemade-like video, this time pitching the app’s new advertising approach in conjunction with his presentation at Cannes Lions this morning.
Looking fresh in an outfit perfect for picture day and speaking over generic track of music reminiscent of pre-roll ad in movie theaters, Spiegel lays out his idea behind “3V: vertical video views” in a manner that only an advertiser could love. There’s no fancy geofilters or trippy animation here.
“Fifty years ago, it would’ve been hard to believe that everyone would have a little TV in their pocket,” Spiegel says, young-splaining that pesky millennials are more inclined to watch videos on smartphones than the boob tube.
So, if advertisers want to target them, then Snapchat is the solution. Naturally. He suggests that videos should be shot vertically because they fill up the entire phone screen and capture users’ attention. And, unlike pre-roll ads that get in the way, Spiegel says ads in the app slyly appear in the “context of premium and curated content.”
Spiegel once again shades targeted ads, prominently used on Facebook and Twitter, saying Snapchat builds ads that “respect our community and privacy.”
Hopefully that works because Spiegel doesn’t have a future as a spokesperson fit for the televisio –, er, smartphone.
More in Media
The Trump tariffs are forcing creators to overhaul their side businesses
The Donald Trump administration’s tariffs, which impose an additional 10 percent duty on Chinese imports, have led to an increase in creators’ business costs.
Brands’ interest in “Grand Theft Auto” is mounting — but questions about brand safety remain
Although it remains unclear whether Rockstar’s stance toward brands will soften for “GTA 6,” the game developer is certainly aware of “GTA’s” power as a distribution network, both for its own products and for outside advertisers.
Media Briefing: Podcasters test different types of paywalls for subscriptions
Podcasters discuss testing out different podcast subscriptions, and how to grow them as a complement (or alternative) to advertising revenue at this year’s On Air Fest event.