Has Snapchat Discovered the Answer to Monetising its Users? – Carat

By Alex Spencer

Abbey Torrance

Carat digital account manager Abbey Torrance looks at the ups and down of Snapchat’s ad strategy, in light of the newly-launched Discover feature.

Snapchat has attracted a lot of controversy in the four short years it has been around, firstly as the home of ‘sexting’, secondly as the company who turned down $3bn of Mark Zuckerberg’s money.

Late last month, it hit the headlines again by launching Snapchat Discover. In partnership with media owners such as The Daily Mail, Vice, National Geographic and Yahoo News, Snapchat will now offer bundles of content – from news stories to recipes – that will disappear in 24 hours.

So, why have these multinational media outlets jumped into bed with the kings of sexting? Because of its massive reach and user base – in December last year, Snapchat reportedly had 200m monthly users – and because a huge proportion are millennials, one of those ‘Holy Grail’ demographics that we are all desperate to reach.

This is an audience that Snapchat is now very eager to monetise – and, if rumours are to be believed, it is already doing well at it. There is word of clients paying up to $750,000 for a single ad, while …read more

Source:: Mobile App News