After a lengthy period of growth without any revenues coming in, Snapchat launched its advertising offering last year, with Universal Pictures first to bite with an ad for horror movie Ouija. Now AdAge is reporting more details on how much it’ll cost brands to advertise on Snapchat, and the figures are… well, they’re high. “Snapchat is asking brands for $750,000 a day for its new ads,” claims the industry site, which adds that McDonald’s, Samsung, Macy’s and Electronic Arts have all stumped up for campaigns so far. “They have minimums, and they are very firm on them,” one agency source tells AdAge. “From a monetisation perspective, they are looking for fewer, bigger, better.” Insert your own ‘you send your money, and it just disappears’ joke here. The report goes on to claim that ads have been generating tens of millions of views on Snapchat, but suggests many brands and agencies are still wary – not least because they don’t get much information back on who saw them: “It can’t even tell brands how many men versus women saw an ad, and there are no age breakouts…” With a YouTube masthead costing $500k, AdAge’s sources suggest Snapchat is overpricing its ads – but as is often the way with these things (remember Apple’s iAd launch?) the costs will come down if agencies are reluctant.

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