May 4, 2016
Will Target’s shoppable ads pass the test on Snapchat?
Snapchat, the social networking app that has gained its popularity by enabling users to send short photo or video messages that self-destruct after 10 seconds, is getting into the shoppable ad business, and Target is among the first to test the idea.
The social networking site has experienced substantial growth in recent months with the number of people sharing photos and videos climbing from eight billion per day in February to 10 billion last month, according to Bloomberg. Snapchat says that 60 percent of those using its apps do so on a daily basis.
According to Adweek, Target and Lancome are running shoppable ads on Snapchat within Cosmopolitan’s Discover channel, a hub within the mobile app for media properties.
The 10-second Target ad has copy that reads, “New Products every week.” When Snapchat users swipe the screen, they are taken to Target’s mobile site to shop and buy.
Target first began using Snapchat last February. At the time, Kristi Argyilan, senior vice president, Media and Guest Engagement for the retailer, said in a statement, “Target is always looking for creative platforms to engage guests in ways that are meaningful to them. Snapchat provides a fun channel for us to quickly share exclusive, behind-the-scenes content with our guests that they can’t get anywhere else.”
Discussion Questions
DISCUSSION QUESTIONS:
What do you see as the potential for Snapchat as an advertising and e-commerce medium? What do you expect Target to take away from its shoppable ad test using Snapchat?
Poll
BrainTrust
Recent Discussions
More Discussions
Will an In-Store Retail Tech ‘Confidence Gap’ Create Winners and Losers?
A new survey suggests that in-store retail tech could be a major factor in retailer success…Walmart’s Next CEO Era: From McMillon to Furner
Walmart CEO Doug McMillon will soon be replaced by John Furner. What’s next for the retailer?Which Brands Are Missing the Boat on Advent Calendars?
Advent calendars appear to be trending upward in popularity, with potential to move to other holidays…
Great concept on the part of Target. My concern is that the items will be out of stock by the time consumers swipe — a problem that has plagued Target for years.
It could be fun for something like the Blue Light Special. Oops, that’s a different retailer but you get the point.
Something like this overdone is what will turn it into a passing fad. Just sayin’.
For my 2 cents.
“…Number of people sharing photos and videos climbing from eight billion per day in February to 10 billion last month….”
No (unless they’re extra-terrestrials). 10B videos shared, but among how many different people? How old are they? How much income do they have? You know, the normal things advertisers are — or at least should be — interested in.
That having been said, is it worthwhile to spend a few $$ experimenting and seeing what happens … probably.