The Value of Ads That Disappear
This article originally appeared in [a]list Daily
By Robert Workman
Snapchat believes that its strong social presence makes it stand out from other sites, enough so that it asks for a serious fee from advertisers–$750,000 daily for ads that disappear just as quickly as they’re seen. Now, a new article from Adage talks about the effectiveness of these ads.
Author Ephraim Bander discusses how ads can fit in with Snapchat’s blink-and-you’ll-miss-it mantra, with users taking in as many images as they can, aware that they will disappear in a moment’s notice. “In a way, it’s an experiential platform that encourages users to pay attention now so they’ll remember something later,” he explains. “And that’s why I did not greet the news last month that Snapchat would charge advertisers a reported $750,000 for one day’s worth of (disappearing) ads with nearly as much skepticism or incredulity as any of my peers in the advertising world.”
However, the author believes that advertisers should also look beyond the price point…
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