Tag Archives: Facebook

SnapChat’s Viewability Advantage Over Facebook

What’s one of today’s prime digital advertising concerns? Viewability.

In case you’re out of the loop: Viewability is more or less a measurement of whether or not a video ad is actually viewed by an audience. (Seems odd, right? A marketer can buy and pay for an ad that was never “viewed.”) A number of factors contribute to the dwindling of this number from fast-scrolling users to bots and videos played “under the fold” or hidden in banners or buggy units.

That is why it should be very concerning that Facebook was recently accused of a less than 30% viewability rate by agencies using third-party measurement firms. Viewability is never going to be perfect and that’s OK — viewability is really just a proxy for “how much is my ad dominating that consumer’s attention” and that’s why agencies are measuring it. Some products and platforms will always perform better in this way… we love TV because that’s a big-ass screen with sight, sound and motion and I get all of it for a 30-second spot.

SnapChat’s ad product, by comparison, is extremely viewable. This is one reason that Snap has a huge advantage (esp. in terms of shifting TV ad spend), even though Facebook and Instagram have potentially slowed their growth. Snap’s ad product takes up the whole screen. It can’t be minimized, ignored or “tuned out.” Further, its users are completely engaged in the content — they’re burning the screen, skipping anything they deem unworthy of their attention. They’re leaning forward, right into your ad. Earn their consideration and you get a never-before-seen level of “dominating the consumer’s attention” for 10 seconds. It’s probably BETTER than TV.

Here’s SnapChat continuing to master product design and UI — it’s all about the user first… and just so happens to whet the advertisers’ demand for viewability.

Social network showdown

I published this piece in the Los Angeles Loyolan as part of a Myspace versus Facebook debate — indeed, a hackneyed topic. I think we both bring new things to the table. You can read the Myspace article here and mine below.

facebookcartoon

Let’s talk about our campus as though it were a social network like Facebook or MySpace. The students are represented by their profiles, McKay is like a Facebook group and John O’Connor is kind of like Tom. The confines of the bluff are what make this geographic location into its own social network. Our particular geography makes us feel safe – we’re bordered by a bluff on one side, a quaint neighborhood on the other and there’s only two gated entrances to this cute little compound. When I stand out on the bluff and watch from afar as a helicopter beams its spotlight on a burglar (hacker) in the streets below, I feel safe – which is just good enough. I feel safe, but in reality, this is Los Angeles, where people will come from off-campus. People get harassed right on Loyola Boulevard, or shot right outside the back entrance.

…Read the full story in the Los Angeles Loyolan