Snapchat is ready for its Super Bowl debut. After missing out on the big game last year, it sold out its Live Story with the NFL for the Feb. 7 matchup.
Marriott, Budweiser, Pepsi and Amazon are all going to be Snapchat Super Bowl sponsors, according to sources. Video ads from these sponsors will run amid the Live Story for the game. Budweiser will only be allowed to serve beer ads to users 21 and older.
The ad packages wound up altogether totaling in the “low seven figures,” one source said, revenue the National Football League and Snapchat split.
Selling out its Super Bowl inventory is a lot different from how last year turned out, when Snapchat pitched the game to advertisers but didn’t wind up doing a Live Story. (See the pitch deck here.)
Last year, Snapchat asked for $1.77 million as it looked for a single big-name sponsor to support the entire Live Story. This year, Snapchat has a much closer relationship with the NFL and ran Live Stories throughout the season, including the championship games, which had “Batman V Superman” as a sponsor.
Instead of a single sponsor, though, Snapchat switched tactics, sources said, and looked for multiple sponsors. Snapchat is still an uncertain platform for many advertisers, who are drawn to its highly engaged and young audience, but still not sold on its ability to prove its ad product works. Snapchat doesn’t have the same ad technology as rivals like Facebook, which have measurement and data capabilities that can demonstrate how well ads perform.
“I’m not sure Snapchat has done the work necessary to attribute back the value of the product that they’re offering,” said Jill Sherman, svp of social strategy at DigitasLBi.
Still, for major brands looking to hit its youngest audience, “Snapchat for the Super Bowl makes all the sense in the world,” Sherman said.
Live Stories aren’t the only way brands will leverage Snapchat for the game. Brands will post their own content and perhaps buy Discover video ads, among other strategies, said Orli LeWinter, svp strategy and social marketing at 360i. Discover is the section of Snapchat where top media partners post content to their individually run channels.
“Snapchat is sure to get a ton of views on its Super Bowl Live Story, and there are other ways to get one’s brand on Snapchat during the game, though, which may be much more cost effective,” LeWinter said.
CNBC to test increases on its subscription prices next year
After seeing continued subscriber growth to its two products, CNBC will begin testing price increases next year.
How Apartment Therapy’s Riva Syrop is pivoting its events business around the economic climate
Apartment Therapy's event strategy closely revolves around its commerce business to appease both advertisers and consumers.
Experts tip in-house operations and retail media as the most fertile landscape for new job market entrants
Although 'readjustment' and 'flexibility' will be required from those laid off by Big Tech.
SponsoredPublishers are adapting advertising strategies for a privacy-first world
Tina Iannacchino, senior publisher director, Seedtag So much of the attention around the death of third-party cookies and its impact on the digital advertising industry is focused on the implications for brands and consumers, which is far from the complete picture. The digital publishing industry in the U.S. is massive and set to be shaken […]
The Washington Post invests in climate coverage as its team expands to over 30 journalists
The Post's climate team continues to expand as the publisher makes big bets on the beat drawing younger audiences.
Member ExclusiveMedia Buying Briefing: What a tour through Dentsu and Microsoft’s metaverse campus says about the future of digital marketing
Digiday gets a guided tour through Dentsu and Microsoft's metaverse campus, where clients can test out retail concepts or build showrooms in the virtual world.