Snapchat | April 26, 2021
Advertisers are increasing their spending on Snap as the world reopens.
Snap reported US$770 million in Q1 revenue on Thursday, a 66% growth year on year, as the number of advertisers it deals with nearly doubled.
Snap's ad business is expanding in all ways. Direct response ads currently account for more than half of the platform's revenue. Snap, on the other hand, tripled the number of upfront commitments it got from brands this year compared to 2020.
Over the same time frame, Snaps' user base rose by 22% to 280 million, while average revenue per user increased by 36% to $2.74 year over year.
Since the majority of Snap's users use Android smartphones, insulating it somewhat from upcoming tracking changes on Apple’s iOS 14.5.
Advertisers are increasing their spending on Snap as the world recovers from the pandemic and the ad economy heats up again.
Snap, which has been beefing up its direct response and e-commerce capability, is seeing travel and leisure advertisers, which have been hard hit by the pandemic, rebound “with a fury,” according to chief business officer Jeremi Gorman, highlighting the company's March acquisition of AR e-commerce platform Fit Analytics.
Ecommerce, CPG, technology, streaming, online education, and telco brands are all showing interest in the platform.
“We are seeing the return of some previously powerful categories, such as theatrical and movies,”she said.
Snap is prioritizing augmented reality, partnering with brands such as Sweat, Gucci, The North Face, and American Eagle on branded lenses this quarter. In Q1, almost half (40%) of Snap users used filters regularly, with more than half of them being branded.
“Augmented reality is one of our most exciting challenges as we look forward, and we are investing heavily in both core technology and community-facing AR apps on our service,” Evan Spiegel, co-founder and CEO of Snap, said during the earnings call.
Snap also introduced a TikTok-rival update, Spotlight, in Q4, which was used by more than 125 million people in Q1. India, Mexico, and Brazil are now among the countries that have access to this feature.
The IDFA to drop
Snap is still unsure how Apple's App Tracking Transparency changes, which are set to take place on Monday, would affect its business. However, the company expects to grow by 80% in the second quarter.
“It is not yet clear what the longer-term effect of the iOS platform updates might be on the topline momentum of the business,” said chief financial officer Derek Anderson.
According to Spiegel, Apple's decision to delay the updates until April has given Snap time to implement SKAdNetwork, Apple's solution for measuring user activity across its applications, which it is testing with partners along with other "privacy-centric" solutions.
AcuityAds | September 16, 2020
AcuityAds Holdings Inc. (TSX: AT) (OTCQX: ACUIF) ("AcuityAds" or "Company"), a technology leader that provides targeted digital media solutions enabling advertisers to connect intelligently with audiences across digital advertising campaigns, today provided an update on the launch date for the Company's new highly anticipated advertising automation platform. The invite-only digital event will be held at 11:00 AM ET / 8:00 AM PT on October 1, 2020. "We are proud to be presenting our new advertising automation platform, a disruptive development within the industry that will democratize programmatic advertising, making it accessible to all marketers," said Tal Hayek, Co-Founder and Chief Executive Officer of AcuityAds. "With this new technology, we will bring the consumer journey to life by closing the gap between the way advertising is planned and the way it is executed." The new advertising automation platform has been in beta with six highly established brands including a Fortune 50 home renovation retailer, one of the largest U.S. insurance groups, and a large direct-to-consumer mattress company. The beta program enabled participants to test the new technology and its ability to dramatically simplify the campaign creation process while delivering unique journey-based insights and improved ROI on marketing investment.
Catalina | December 02, 2021
Leading shopper intelligence and omni-channel media provider Catalina and GSTV, the national video network engaging and entertaining targeted audiences at scale across tens of thousands of fuel retailers, have formed a strategic partnership to make GSTV an integral part of more retailers' and CPG brands' retail media strategies. Catalina will provide the required measurement metrics that demonstrate the efficiency and effectiveness of advertising on GSTV to help retailers and brands close the measurement loop and optimize the impact of specific GSTV ads on in-store sales.
GSTV's digital video platform drives engagement with active and mobile consumers each day at more than 26,000 fuel retailer sites across the U.S., connecting with more than 96 million unique viewers each month. Notably, GSTV reaches grocers' most valuable shoppers with those who fuel up before visiting a grocery store spending 2.4 times more on groceries than those who hadn't just fueled up. Data also shows that the average GSTV viewer spends up to 3.9 times more on products at stores that are a regular part of their consumer journey within three hours of visiting a gas station.
For its part, Catalina has been beefing up its Digital Out of Home (DOOH) capabilities in recent months, adding it as part of their omnichannel media strategy and leveraging their data insights to support innovative new targeting and measurement solutions.
GSTV is a unique waypoint in the shopper journey, making it a valuable component to an advertiser's retail media strategy. Working together, we will help retailers and brands close the measurement loop and accurately assess and optimize the impact of specific GSTV ads on actual in-store sales."
Tiffany Southwell, VP of Out of Home Media at Catalina.
In September, Catalina announced that it has been aggressively investing in a modular portfolio of products and services under the "Catalina Compass" umbrella to support Retail Media Networks of all sizes by providing both shopper insights and measurement capabilities. Both Catalina and GSTV see a promising opportunity to make the latter an integral part of more retailers' on- and off-site media strategies.
"Reaching the c-store shopper via GSTV is valuable for brands not only because of the network's proven ability to drive sales at c-store, but also because c-store shoppers spend a lot more on promoted items in other retail channels," said Eric Z. Sherman, EVP of Insights & Analytics at GSTV. "Catalina's Shopper ID Graph spans more than 109 million households and 1.9 billion digital ad IDs. Thanks to the depth of their shopper intelligence, Catalina can provide unique audience-level insights and prove shoppers make purchases as a direct result of the ads they saw on GSTV."
An early demonstration of the new partnership: A recent campaign for a major ice cream brand drove a +17.3% sales lift among the GSTV-exposed audience, with incremental sales yielding a return-on-ad-spend of $5.37. Of note, 46% of buyers responding were new to the brand.
Added Southwell, "With Catalina's data insights and precise measurement capabilities, GSTV will be able to optimize the performance of their campaigns and persuade more retailers and brands to seamlessly and efficiently incorporate GSTV into their broader media strategies."
Catalina is a leader in shopper intelligence and highly targeted in-store, TV, radio and digital media that personalizes the shopper journey. Powered by the world's richest real-time shopper database, Catalina helps retailers, CPG brands and agencies optimize every stage of media planning, execution and measurement to deliver $6.1 billion in consumer value annually. Catalina has no higher priority than ensuring the privacy and security of the data entrusted to the company and maintaining consumer trust. Catalina has operations in the United States, Costa Rica, Europe and Japan. To learn more, visit www.catalina.com or follow us on Facebook, LinkedIn and Twitter @Catalina.
GSTV is a data-driven, national video network entertaining targeted audiences at scale across tens of thousands of fuel retailers. Reaching one in three American adults monthly, GSTV engages viewers with full sight, sound and motion video at an essential waypoint of their consumer journey, and GSTV is the only consolidated and scaled digital media platform in the convenience and fuel channel. Analysis of billions of consumer purchases demonstrates that GSTV viewers spend significantly more across retailers, services, consumer goods and other sectors following a fuel transaction. While offering consumers entertaining and informative content, GSTV drives immediate action and creates lasting brand impressions, delivering measurable results for the world's largest advertisers.